Student Voices | AI, Streaming, and Marketing in the ‘Real World’: A Talk With Tony Marlow
Featured Events , Graduate | Nov 26, 2024 | Gabelli School of Business
On October 16, 2024, the Marketing Area at the Gabelli School of Business welcomed Tony Marlow, chief marketing officer at LG Ad Solutions, for a special presentation that was part of its Industry Speaker Series. The talk titled “AI, Streaming, and Marketing in the ‘Real World’,” provided an in-depth look at how technological advancements—particularly in artificial intelligence and streaming—are revolutionizing the marketing landscape. With nearly two decades of experience across some of the world’s leading companies, Marlow’s career offers a blueprint for aspiring marketers and professionals navigating the complexities of today’s fast-evolving digital world.
Marlow began his career in Australia at Jones Donald Strategy Partners, where he served as a Senior Associate. In this role, he gained skills in strategic planning and analytics, working closely with brands to identify market opportunities and improve their positioning. This early experience allowed him to understand the importance of insights and data in building successful marketing strategies. Eager to deepen his expertise in digital analytics, he transitioned to a role at Nielsen, one of the world’s premier market research firms. During his five years at Nielsen, he progressed from associate research director to research director of online, refining his skills in data interpretation and digital analytics. These foundational years cemented Marlow’s passion for data-driven marketing, an approach that would guide him through each stage of his career.
In 2010, Marlow moved to the United States and joined Yahoo, marking a turning point in his professional journey. Over the course of the next eight years at the company, he advanced through numerous leadership roles, starting as director of strategic insights, then becoming senior director, head of sales insights, and finally reaching vice president, head of B2B marketing. In his final role at Yahoo, he served as the CMO of the B2B division, overseeing a team of 120 professionals across several departments, including B2B marketing, product marketing, insights and measurement, and sales learning and development. This extensive responsibility allowed him to hone his leadership skills, develop complex marketing strategies, and work on large-scale campaigns that leveraged data to optimize outcomes.
Reflecting on his time at Yahoo during his talk, Marlow spoke about the transformative power of data analytics. His passion for data became a defining feature of his career, helping him create targeted, measurable, and impactful marketing campaigns. He emphasized to the audience that in a data-rich world, marketers who understand and leverage analytics have a distinct advantage, citing it as the “north star” that can guide brands toward meaningful connections with consumers.
After leaving Yahoo, Marlow continued to advance his career, holding CMO roles at Data Axle and then at Integral Ad Science (IAS). His tenure at IAS was particularly notable, as he helped the company’s marketing team win the Comparably Best Marketing Teams Award in 2022. The award recognized his dedication to building collaborative, innovative teams and his skill in utilizing data to inform strategy. His achievements at IAS underscored his belief in the power of teamwork and his commitment to fostering a culture of innovation. In September 2022, he joined LG Ad Solutions as chief marketing officer, where he now focuses on the rapidly growing space of streaming and connected TV advertising.
During his talk, Marlow shared his admiration for brands such as Tesla, Virgin, and Nike, highlighting their ability to innovate and maintain strong consumer connections. He revealed that he’s a fan of Shoe Dog, the memoir by Nike’s founder Phil Knight, which chronicles the brand’s rise and the relentless drive behind its success. He explained that brands with a clear vision and bold leadership inspire him, and that he strives to bring these qualities to his work at LG Ad Solutions. A key part of his talk focused on the role of artificial intelligence in the future of marketing. As AI continues to evolve, he believes it will become an indispensable tool for brands seeking to personalize the customer experience. He discussed how AI-powered data analytics allows marketers to gain deeper insights into consumer behavior, predict trends, and tailor content in ways that feel relevant and engaging. For example, through AI, brands can now analyze vast amounts of data to create targeted advertisements on streaming platforms, ensuring that the right content reaches the right audience at the right time.
In addition to AI, Marlow spoke about the opportunities and challenges in the streaming landscape. With more consumers shifting away from traditional cable and towards streaming services, the way brands approach advertising has fundamentally changed. Streaming platforms provide advertisers with new ways to reach and interact with audiences, but they also require marketers to adapt to a fragmented media environment. Marlow emphasized that while streaming offers rich, data-driven insights, it also demands a high level of creativity to engage viewers effectively. He advised the audience to stay nimble and open to change, as the future of marketing will likely be shaped by continued shifts in media consumption.
Marlow left the audience with a few words of advice for aspiring marketers and professionals in the digital space. He encouraged them to embrace data and be willing to experiment, reminding them that innovation often comes from trying new things and learning from mistakes. He emphasized the importance of cultivating a passion for continuous learning, as the fields of AI, streaming, and marketing are constantly evolving. Lastly, he urged them to stay consumer-focused, as understanding the needs, values, and behaviors of the audience is key to any successful marketing strategy.
Written by: Arjun Trivedi, M.S. in Marketing Intelligence, who will be graduating in December 2024.
