A senior media buyer has called on the Australian TV industry to do a better job at communicating its addressable TV potential, rather than networks launching different solutions and products to the markets.
At the recent AdNews Media + Marketing Summit in Melbourne, MediaCom chief investment officer Nicole Turley said agencies and marketers are confused by what addressable TV actually means and how they can benefit.
“I think where the confusion is, is that everyone here is on a different journey and at a different stage,” Turley said.
“So, whether it's by debase, whether it's by household, whether it's by segment, addressable TV actually means different things to all three TV networks. So, that's where the confusion is and where we need to explain that to clients.”
MCN national sales director Nick Young explained that networks are at different stages of addressability with IP-delivered solutions the most advanced.
“We're at different stages across those different areas. We're all heavily involved in BVOD…we've got a little bit to do around the live stitching across the IP-delivered devices. And, we've taken our first steps into that linear addressable with our smart hub launch that we launched a couple of weeks ago," Young said.
Turley also called for buyers to be given greater visibility of IP and data when it comes to targeting.
“It's all different for each network,” she said - adding that the biggest thing at the moment is measurement.
"It's one thing to claim an audience segment, but how do we know? We want the data, we want the measurement, and that's what our clients ask for," she said.
Turley said that media buyers want a single view of TV “reach and frequency” across all TV networks.
ThinkTV CEO Kim Portrate said that buyers will be able to access all network inventory through a single portal well before three years’ time.
“I think we will have an industry leading dataset that will enable precise audience targeting on its own. I think we'll have cross-screen reach and frequency; I'd be really surprised if we don't have that,” she said.
Nine Entertainment Co chief sales officer, Michael Stephenson and Seven Network head of programmatic sales and audiences Luke Smith were also on the panel. Keep an eye on AdNews for more.
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This year's Media+ Marketing Summit's presenting partner was Carat, our health and wellbeing sponsor was Tonic Health Media and our lunch sponsor Bloomberg Media Group. Bauer Media Group, DataXu, Facebook, Tribe, Amobee, ARN, NewsMediaWorks & ThinkTV also supported AdNews. Keep an eye on AdNews for our next event in October, 'Lessons in Leadership'.
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