Advisory firm IBB Consulting, which is owned Accenture, is developing a media briefing portal which will make it easier for advertisers and their agencies to buy Australian TV inventory.
The firm was hired by ThinkTV, a research and marketing group formed last year to represent its shareholders Foxtel/MCN, Network Ten, Nine, and Seven West Media.
The portal will streamline briefing for fixed placement and automated TV spot trading by allowing buyers to log in and brief broadcasters on their campaigns once through a single dashboard. This will standardise the process with each network, doing away with the current repetitive steps required.
The briefing interface will offer a single online destination for any advertiser or agency wishing to enter a brief into Nine’s 9Galaxy, Seven’s Code7 and Landmark, which is used for buying inventory from Foxtel/MCN and Network Ten.
ThinkTV chief executive Kim Portrate said the broadcasters involved were fully aligned on the project. “ThinkTV’s mission is to help advertisers and their agencies get the best out of today’s multi-platform TV – and a core part of that is by making TV easier to trade.”
“This solution will deliver scale and workflow efficiencies for advertisers, agencies and broadcasters and work has begun in earnest to deliver it. It is a complex project and we are consulting media agencies and advertisers to ensure it meets their needs,” said Portrate.
IBB has asked for proposals that selected vendors are responding to in the third quarter of 2018. The plan is to tightly focus the initial development, so that the first stage of the solution can be released quickly to the market with subsequent iterations expanding the portal’s capabilities.
ThinkTV board directors said this development showed commercial broadcasters are united in driving forward industry innovation to meet advertisers and agencies’ rapidly changing needs as viewers access professionally produced TV content on all screens when and wherever they choose.
A spokesperson for Seven West Media said: “Around the world collaboration in business sectors is becoming a key factor for success, proving that whatever organisation that can help make the complex simple for customers has the highest chance of succeeding into the future. The ThinkTV briefing portal very much goes to that idea and highlights the real and meaningful collaboration that is happening and will continue to occur for TV and Total Video in this country.”