LG Ad Solutions expands to Australia with Sydney-based director appointment

LG Ad Solutions announced its official expansion into Australia on July 14, 2025, marking the company's entry into one of the world's most advanced video markets. The global leader in connected TV advertising appointed Alex Blundell Jones as Commercial Director of Australia, establishing a Sydney-based operation to accelerate CTV advertising innovation across the region.

According to the announcement, Blundell Jones brings nearly 15 years of experience in media and advertising from the UK market. His background includes leadership roles at Captify, where he served on the founding team that drove the company to a successful acquisition before joining LG as they launched in the UK. He will continue reporting to Ed Wale, VP of International at LG Ad Solutions, having taken up the role earlier this year.

Summary

Who: LG Ad Solutions, the advertising technology arm of LG Electronics, expanded into Australia by appointing Alex Blundell Jones as Commercial Director of Australia. Blundell Jones brings nearly 15 years of UK media and advertising experience, including leadership roles at Captify.

What: The company launched its official Australian operations, providing Smart TV advertising capabilities including native, video, and interactive formats powered by deterministic first-party viewership data. The platform offers access to millions of active LG Smart TVs across Australian households.

When: The expansion was announced on July 14, 2025, with Blundell Jones taking up his role earlier in the year. The timing aligns with accelerating CTV adoption and industry shifts toward streaming platforms.

Where: LG Ad Solutions established Sydney-based operations to serve the Australian market, described as one of the world's most advanced video markets. The expansion continues the company's international growth across key global markets in over 30 countries.

Why: The expansion addresses Australian advertiser demand for smarter, more accountable ways to reach engaged audiences on connected TV platforms. With CTV becoming essential rather than emerging, the market presents opportunities for performance, creativity, and brand impact through data-driven advertising solutions.

The expansion represents LG Ad Solutions' continued international growth across key global markets. The company functions as the advertising technology arm of LG Electronics, delivering data-driven campaigns across the LG TV ecosystem. With millions of active LG Smart TVs already installed in Australian homes, the platform provides advertisers access to consumers on what industry professionals refer to as the biggest screen in the home.

Technical capabilities and market positioning

LG Ad Solutions operates through LG Smart TVs, which serve as entertainment hubs in households across Australia. The platform enables advertisers to reach viewers throughout their viewing journey using native, video, and high-impact interactive formats. These capabilities are powered by LG's deterministic first-party viewership data, providing granular insights into consumer behavior patterns.

"CTV is no longer emerging—it's essential—and Australian advertisers are looking for smarter, more accountable ways to reach engaged audiences on the biggest screen in the home," said Blundell Jones. "With LG's scale, premium audiences, and deterministic viewing data, we're offering something truly differentiated: the ability to deliver performance, creativity, and brand impact all in one place."

The Australian market represents a strategic opportunity for connected TV expansion. Industry data shows significant growth in CTV advertising globally, with 46% of marketers indicating plans to reallocate funds from Linear TV to CTV platforms. This shift reflects broader trends toward privacy-compliant targeting methods and streaming media consumption patterns.

Industry partnerships and market validation

The Trade Desk confirmed the strategic value of LG Ad Solutions' Australian launch through Director of Inventory Partnerships ANZ Ashton De Santis. "We're excited to see LG Ad Solutions launch in Australia and already delivering what advertisers need: transparent access, high-quality signals, and measurable performance," De Santis stated. The partnership represents valuable opportunities for brands to connect with viewers while contributing to a more open, data-driven ecosystem for premium video advertising.

Foxtel Group's Programmatic Lead Hari Caulfield highlighted the platform's effectiveness in competitive streaming markets. "LG Ad Solutions has been a critical partner in both launching the Kayo footy season and keeping Binge front and center as a destination for premium content in a highly competitive streaming market," Caulfield noted. The partnership leverages first-party data, custom reporting, and creative executions specifically designed for premium LG TV households, which represents a key audience segment for subscription growth.

The Australian expansion builds upon LG Ad Solutions' established presence in over 30 countries worldwide. The company has demonstrated significant partnerships with major advertising technology providers, including Magnite, where programmatic spend increased by 103% on the Streaming SSP platform. These collaborations enable access to LG's global network of 165 million Smart TVs worldwide, with 40 million units operating in the United States market alone.

Data infrastructure and measurement capabilities

LG Ad Solutions utilizes proprietary Automatic Content Recognition (ACR) technology to capture consumer trends and viewing behaviors across both linear TV and over-the-top platforms on LG Smart TVs. This data collection system enables precise targeting capabilities enhanced by partnerships and first-party data integration. Nielsen has recognized the value of this data infrastructure, gaining access to one of the largest ACR data footprints in the industry for national TV measurement services.

The platform's measurement framework includes comprehensive analytics for advertising effectiveness. Advertisers can track metrics including Incremental Reach, Frequency, Share of Voice, Attribution, and Brand Lift across multiple parameters. This data-driven approach allows campaign performance assessment that extends beyond traditional television metrics to include cross-device capabilities reaching connected households across mobile, tablet, and desktop devices.

Research conducted by LG Ad Solutions demonstrates significant engagement levels across diverse demographics. Studies show that CTV users frequently visit websites after seeing advertisements, with 29% making purchases and 24% visiting physical stores. These engagement rates indicate substantial opportunities for brands to drive tangible actions through connected TV advertising platforms.

Market context and competitive landscape

Australia's media landscape presents unique characteristics that make it attractive for CTV expansion. Ed Wale, VP of International at LG Ad Solutions, described Australia as "a mature, agile, and media-savvy market where CTV adoption is accelerating fast." The combination of sophisticated media consumption patterns and rapid technology adoption creates favorable conditions for advanced advertising platforms.

The timing coincides with broader industry trends toward streaming content consumption. Recent holiday shopping studies reveal 59% of connected TV viewers find television ads useful for providing shopping information, representing a 73% year-over-year increase. Smart TV home screen advertising effectiveness has grown even more dramatically, with over 25% of CTV viewers finding these ads helpful for holiday shopping—marking a 105% increase from the previous year.

LG Ad Solutions has developed innovative advertising formats that capitalize on viewing behavior changes. The company's Screensaver Ads, launched in September 2024, demonstrated remarkable effectiveness, driving an average 2.5 times higher lift in brand awareness compared to industry benchmarks. These full-screen advertisements appear during idle times on LG Smart TVs, addressing the reality that 93% of viewers now multitask while watching television.

Technology partnerships and platform integrations

The Australian market entry leverages established technology partnerships that enhance advertising capabilities. LG Ad Solutions has integrated with Teads for exclusive CTV native advertising inventory across multiple regions, including Australia and New Zealand. This partnership grants exclusive rights to premium placement opportunities on LG Smart TVs, solidifying market positioning in the global CTV advertising ecosystem.

Privacy compliance represents a critical component of the platform's technology infrastructure. LG Ad Solutions has adopted Unified ID 2.0 (UID2), enabling advertisers to leverage first-party customer data for targeted advertising while maintaining user privacy. This privacy-centric solution addresses evolving regulations and browser changes that have made third-party cookies obsolete across major platforms.

The company has also participated in industry initiatives to optimize advertising efficiency. LG Ad Solutions joined Innovid's Harmony initiative, promising increased efficiency and ROI in connected TV advertising. Agency partners using Harmony Direct experienced an average 8% increase in working media, while publisher partners improved yield by up to 15%, with fill rates climbing from 90% to 100%.

Strategic implications for marketing community

The Australian expansion reflects broader shifts in advertising spend allocation and measurement priorities. Connected TV platforms have become essential components of marketing strategies as advertisers seek accountability and performance measurement capabilities. The platform's unique combination of TV OEM data, native ad formats, and measurement solutions addresses advertiser demands for unified performance and brand marketing across screens.

For the Australian marketing community, LG Ad Solutions' entry provides access to premium Smart TV inventory with enhanced targeting capabilities. The platform enables campaigns that reach viewers throughout their entertainment experience, from home screen interactions to content consumption and idle screen time. This comprehensive approach addresses the fragmented nature of modern media consumption patterns.

The expansion timing coincides with economic uncertainty affecting consumer spending decisions. Industry research indicates 70% of holiday shoppers' spending decisions are influenced by economic conditions, while 71% plan to start shopping before Thanksgiving—an 18% year-over-year increase. These trends require advertisers to adapt campaign timing and budget allocation strategies for earlier and more cost-conscious consumer segments.

Timeline

• July 14, 2025: LG Ad Solutions announces official expansion into Australia with Alex Blundell Jones appointment
• March 2024: Teads expands exclusive CTV native partnership with LG Ad Solutions across Australia and New Zealand
• December 2024: LG Ad Solutions expands global reach with Magnite partnership renewal showing 103% programmatic spend increase
• October 2024: LG Ad Solutions joins Innovid's Harmony initiative to optimize CTV advertising efficiency
• September 2024: LG Screensaver Ads launch showing 2.5x higher brand awareness lift
• October 2023: Nielsen gains access to LG Ad Solutions ACR data for national TV measurement