The major players in the TV networks in Australia believe they are weeks to months away from launching a platform for outcomes measurement.
The broadcasters believe the platform, giving media agencies and brands better insight into their investment and returns, is key to reversing a slide in advertising dollars.
On a panel with representatives from Foxtel, Nine and Seven, the Future of TV Advertising conference was told the work being done by video measurement company Adgile was close to having a live demo.
“It's not years away, it's weeks and months,” said Mark Frain, CEO of Foxtel Media..
Craig Service, chief customer officer at Adgile said, at the same conference a year ago, that marketers deserve better.
He was asked now to give an estimate of when the outcomes measurement platform would be ready.
However, he preferred to talk about the work done.
“So 12 months on, they still deserve better, and we're working towards that and building that out,” he said.
“We spent a lot of time in markets, speaking to buy side, speaking to brands directly, and speaking to the agencies, holding companies, big brands, little brands, indies, and we asked them, what's better?”
The response was clear.
They want one place where they can see all video performance, one source, one set of metrics, without manually stitching all the numbers together.
And they want the data in real time.
“We live in an always on world,” Service said. “Everything we do is real time. Unfortunately, at the moment, we're not reporting or giving any kind of outcomes in real time.
“Post campaigns are not good enough. A month later is not good enough. It needs to be now. It's an absolute given, and that was one of the things that we have actually been doing for a long time.
“Third, and I think this is probably one of the most important things, was independence. Independence provides a layer of trust, and with that trust, that trust builds confidence.”
Earlier in the conference, Frain at Foxtel Media said the sector could lose another $200 million in the next two years if it fails to fix how it trades and transacts.
“The Australian TV ad market lost over a billion dollars in the last four years,” Frain said.
“We'd all say that's probably not good enough.”
Even with YouTube included, the category is still declining.
“We all compete fiercely individually… but we're still declining as a total industry,” Frain said.
Frain said the industry is clinging to outdated trading models while global platforms move ahead.
“I think the currency race is over. Why? Outcome-based trading metrics are clearly the winning metric,” he said.
The shift needs to happen fast.
“We have to get there within the next 12 months,” Frain said.
Without it, TV will miss growth in streaming and video.
“We'd all say that's probably not good enough.”
Even with YouTube included, the category is still declining.
“We all compete fiercely individually… but we're still declining as a total industry,” Frain said.
Frain said the industry is clinging to outdated trading models while global platforms move ahead.
“I think the currency race is over. Why? Outcome-based trading metrics are clearly the winning metric,” he said.
Foxtel Media has already moved away from traditional trading systems.
“In 2025, 0% of our revenue was traded against a market currency, and we grew,” Frain said.
The approach relies on first-party data matched with external data sets and measured outcomes.
Ease of buying is another issue. Frain pointed to YouTube’s advantage with agencies and clients.
“YouTube is simple and easy to buy… every agency, and increasingly clients have a red button that they press that sends money to YouTube,” he said.
TV has no equivalent.
“Where is our simple button as an industry?” Frain said.
“We are hard to transact with. Too difficult.”
Frain outlined three scenarios.
If nothing changes, $200 million leaves the market, if the focus shifts to outcomes, there is $100 million in growth and if outcomes are combined with simpler trading, growth could reach $200 million.
The difference between doing nothing and fixing both, $400 million.
Frain said competitors need to align as an industry on measurement and systems while continuing to compete on content.
“Must all hang together, or certainly we will all hang separately,” he said, quoting Benjamin Franklin.
He also urged the industry to focus less on self-promotion.
“I implore you to spend less time crapping on about yourself and more time contributing to the future plan of the video and TV industry.”
The message to agencies and marketers: TV can compete, but only if it proves outcomes and becomes easier to buy.
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