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LG Ads Solutions announced on Thursday that it’s appointing several executives, including naming Tony Marlow global CMO.
Top Line
The advertising and data CTV platform from LG Electronics is making three new executive appointments overall. In addition to Marlow, LG Ads Solutions named Barbie Brewer as global head of human resources and Edward Wale as vp, Europe.
As CMO, Marlow will lead all aspects of marketing, product marketing and communications worldwide.
Between the lines
The company said it made the executive appointments to help fuel business momentum in the growing CTV space. LG Ads currently reaches 30 million TVs in the U.S.
“Since launching LG Ads Solutions last year, our team has doubled in size, reflecting the rapid growth in CTV advertising globally. These key hires help accelerate our existing momentum even further. With one of the world’s largest footprints in TV audience data and premium CTV media, our opportunity is massive. Scaling our services, partnerships and team to better service customers everywhere is a top priority,” CEO Raghu Kodige said in a statement.
Prior to taking the CMO position, Marlow was CMO at Integral Ad Science, where he was part of a team that took the company public in 2021. He also previously served as CMO at Data Axle and global head of b-to-b marketing at Yahoo.
Brewer, who has more than 20 years of experience in people operations and human resources, joins after being chief people officer at mParticle, and Wale previously served as managing director, CTV, EMEA, at Magnite.
Bottom line
The appointments come as LG Ads and other connected TV companies double down on growth, and market trends show their efforts are paying off. In 2021, the IAB found that CTV spend is on the rise, growing to $15.2 billion and estimated to increase to $21.2 billion in 2022. And with that increased spend comes increased innovation.
Last year, parent company LG invested approximately $80 million in TV data and measurement company Alphonso to require a roughly 60% stake in the company, thus forming LG Ads.
It’s been go, go, go since then. Earlier this year, LG Ads Solutions rolled out a new suite of guaranteed outcome-based media offerings in which marketers will only pay for connected TV ads when they meet independently validated performance goals. Additionally, LG Ads Solutions struck a data licensing partnership with iSpot in 2021 for all smart TV data from LG Ads Solutions, working to validate reach and frequency goals.
