LG enters Australia’s $4.5bn CTV market, Alex Blundell Jones to lead local push

LG Ad Solutions has officially launched in Australia, entering the country’s booming connected TV ad market - estimated at A$4.5 billion in 2024 by IAB Australia - and appointing Alex Blundell Jones as commercial director to lead its local operations.

Based in Sydney, Blundell Jones will drive growth and regional strategy for the LG Electronics-owned ad tech business, bringing its native ad formats, first-party Smart TV data and performance-led capabilities to one of the world’s most advanced video markets. He previously held senior roles at Captify and helped launch LG Ad Solutions in the UK.

“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,” Blundell Jones said. “I’m thrilled to lead this next chapter and help brands unlock the full potential of connected TV.”

LG Ad Solutions said it delivers campaigns across to more than two million LG Smart TVs, enabling advertisers to target audiences directly on the biggest screen in the home via native, video and interactive formats.

The move into Australia follows LG’s recent global expansion and marks a strategic push into a market where CTV adoption continues to accelerate. Ed Wale, VP of International at LG Ad Solutions, said the company is positioning itself as a premium alternative in the region.

“Australia is a mature, agile and media-savvy market,” Wale said. “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.”

Industry partners have already signalled support. Ashton De Santis, director of inventory partnerships ANZ at The Trade Desk, said LG offers “transparent access, high-quality signals, and measurable performance.”

Foxtel Group Programmatic Lead Hari Caulfield added LG Ad Solutions has been a “critical partner” in launching the Kayo footy season and keeping Binge front and centre.

“Their first-party data, custom reporting, and industry-leading creative executions truly set them apart.”