LG Ad Solutions launches in Australia with Sydney office lead

LG Ad Solutions has announced its formal launch into the Australian market and revealed the appointment of Alex Blundell Jones as Commercial Director, Australia.

Blundell Jones will oversee regional strategy and growth from the company's new Sydney office, bringing experience from previous roles at LG Ad Solutions in the UK and Europe, as well as programmatic advertising provider Captify.

The company operates as the advertising technology arm of LG Electronics, focusing on delivering data-driven advertising campaigns across the LG Smart TV ecosystem. With a substantial installed base of LG Smart TVs in Australia, the company is aiming to offer brands new ways to engage directly with audiences via television screens in homes around the country.

Australian presence

Blundell Jones has spent nearly 15 years in media and advertising in the UK, including a role in the founding team at Captify prior to his positions at LG Ad Solutions. He has started the Australian role earlier this year and will report to Ed Wale, Vice President of International at LG Ad Solutions.

The platform enables advertisers to reach audiences across all stages of their viewing journey with native, video, and interactive advertising formats, underpinned by LG's first-party viewership data. This data, the company says, provides brands with insight and control over their advertising on what it considers to be the leading screen in the Australian home.

"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 Alex Blundell Jones, Commercial Director, LG Ad Solutions, Australia. "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. I'm thrilled to lead this next chapter and help brands unlock the full potential of connected TV."

Industry partners

LG Ad Solutions' Australian launch continues its international expansion, following market entries in several other regions with a focus on utilising TV original equipment manufacturer (OEM) data, native ad formats, and measurement capabilities. The goal is to help brands combine performance and brand marketing across different screens and devices.

The company has established partnerships with several notable firms in the programmatic and media sectors. Ashton De Santis, Director, Inventory Partnerships ANZ at The Trade Desk, welcomed the local launch:

"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. This presents a valuable opportunity for brands to connect with viewers on the biggest screen in the home, while contributing to a more open, data-driven, and accountable ecosystem for premium video," Ashton De Santis, Director, Inventory Partnerships ANZ, The Trade Desk.

Australian media group Foxtel Group, which has worked with LG Ad Solutions to support its Binge streaming service and the Kayo sports platform, underlined the importance of data and creative solutions in reaching key audiences.

"LG Ad Solutions has been a critical partner in both launching the Kayo footy season and keeping Binge front and centre as a destination for premium content in a highly competitive streaming market. Their first-party data, custom reporting, and industry-leading creative executions truly set them apart, especially when paired with access to premium LG TV households, which is a key audience segment for driving subscription growth," Hari Caulfield, Programmemematic Lead, Foxtel Group.

Market outlook

Ed Wale, Vice President of International at LG Ad Solutions, stressed the maturity and development of the Australian connected TV sector, while noting the benefit of Blundell Jones's experience and the presence of an experienced team in the region.

"Australia is a mature, agile, and media-savvy market where CTV adoption is accelerating fast. With Alex's leadership and a deeply experienced team on the ground, we're excited to bring our differentiated, premium CTV offering to brands across the region - built on data, scale, and a viewer-first experience," said Ed Wale, VP of International, LG Ad Solutions.

The development reflects ongoing trends in the Australian media market, where connected TV and data-driven advertising solutions are gaining traction amid wider changes in viewing habits and digital media consumption.