LG Ads' Tony Marlow On The “OS Wars” And How LG Positions Itself Among OEM Players
In this interview from CES 2024, LG Ad Solutions CMO Tony Marlow rejects the term “OS Wars”, explaining that it's not a "zero-sum game", and where LG sits among OEM's.
Tony Marlow: I must admit, I kind of reject the term “OS Wars.” I don't view any of the other OEMs as a competitor to LG Ad Solutions. It's just not a zero-sum game; it's not a winner-takes-all market. There's very, very little duplication between us and the other top three OEMs. Basically, you either have an LG on the wall, or OEM A, or OEM B. It's not duplicative, and so really, for the marketer, this means you can work with two, or three parties and get the vast majority of the market. And in many ways, we're complementary to one another.
So, you know, while we would say we have many unique creative canvas options, while we have a unique audience, and we have an LG TV for everyone, whether you want a $10,000 O-LED experience or a more budget-conscious option, we bring diverse audiences. But we don't view them as strict, strict competitors.