TV builds brands better than any other media. But the industry must hammer home the message that TV shifts product and avoid a programmatic race to the bottom, according to IPG Mediabrands CEO Danny Bass.
Speaking at MCN’s PartnerFronts, Bass cited Coles’ partnership with MasterChef Australia as a prime example of brand building that also boosted sales.
According to data shared by the retailer, one example of product integration in MasterChef Australia saw Coles’ maple syrup sell out as a result of the partnership with the show.
“That is where TV needs to play,” said Bass. “Putting product front and centre without over-commercialising it.”
Bass urged the television industry to better articulate TV’s strong return on investment (ROI) credentials.
Meanwhile, he welcomed moves to modernise inventory trading, but cautioned against competing with tech juggernauts on internet performance metrics.
“Television sales have to become more automated and a lot of inventory will be traded in a more programmatic fashion,” said Bass.
“But if all TV inventory is traded programmatically or true CPX (cost per action as defined by the advertiser), that is a dangerous place for it to be,” he warned.
Television should instead focus on its strengths, Bass suggested.
“[The industry] should never lose site of the fact that TV can build brands better than any other media and can connect with Australians better than any other,” he said.
Check out the video interview with Bass below and keep an eye on AdNews for more interviews straight from MCN's Upfronts.
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