LONDON – Television broadcasters and platform owners must put aside their differences and work together to offer advertisers easy access to targeted inventory, says GroupM Global chairman Irwin Gotlieb.
According to a Videonet report, Gotlieb told the Future TV Advertising Forum in London that even the best broadcasters with the best audiences and programs will lose out within three years if they deny advertisers what they want.
“We need to put the bickering to the side and start delivering the goods that technology now allows TV to provide. There are markets like the U.S. where channel owners do not own the distribution infrastructure, relying on the MVPDs [multichannel video programming distributors] and the relationship is adversarial, to put it kindly", he said. "Because they are constantly negotiating rights they don’t like each other very much – there is distrust and that is obstructing progress when it comes to addressable TV.
“We have to put this petty nonsense to the side and take advantage of the capabilities of the medium for the benefit of our clients, who rely on this medium heavily, and for the benefit of our entire business and, quite frankly, for the benefit of consumers who will see less irrelevant marketing content and will probably appreciate that.”
