Australia’s TV networks would benefit from a common trading platform, making it easier for agencies and clients to spend money with them, according to Slingshot boss Simon Rutherford.
Speaking at MCN’s PartnerFronts, Rutherford said while Seven and Nine may be “too far down the track” of building proprietary systems, cross-network collaboration on a “common currency” could yet see “common sense prevail”.
“Three groups with very different platforms just adds to complexity, which comes back on to the agencies and ultimately back on the clients,” said Rutherford.
“Is there an opportunity to at least get some common currency so that the complexity that we put onto our clients and onto the agencies is minimised?”
A degree of standardisation would enable multidisciplinary buying teams to better understand the effectiveness of media across screens and channels, suggested Rutherford.
Slingshot’s teams are already set up across all channels and Rutherford said the agency was now implementing a similar “hybrid” approach to data.
The level of data-driven disruption “coming our way within the next 18 months to two years” will require the media industry to hire “very different people and skills”, warned Rutherford.
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