Tim Worner: “If Peter Horgan Wants To Detonate It, We’ll Give Him A Hand To Lay The Charges”

Tim Worner: “If Peter Horgan Wants To Detonate It, We’ll Give Him A Hand To Lay The Charges”
SHARE
THIS



Seven CEO Tim Worner has weighed into the debate over TV’s need for a more collaborative approach, saying any industry love-in had to include the agencies and advertisers, too; chiefly in the form of a single programmatic trading platform.

In response to B&T’s questions, Worner said: “There is no question that we (the television industry) have to collaborate more; that’s going to be absolutely essential for the future of our industry.

“But that isn’t confined to media owners. We also need the support of our agencies and client partners. It just can’t be a push from us; there has to be a pull,” he said.

Worner’s comments were triggered by a speech delivered by MCN CEO, Anthony Fitzgerald, at yesterday’s Future Of TV Advertising Forum in Sydney where he said the entire advertising ecosystem had to be be willing to accept revolutionary change if the TV model were to survive.

“If we don’t take the challenges that exist today and in the future, with a profound sense of collective urgency, I fear we face ongoing declines,” Fitzgerald told an audience of industry bigwigs. “Or worse, a structural breakdown in the ad funded TV model.

“Let me be clear, this is absolutely beholden on the television industry to get its act together,” Fitzgerald said.

Omnicom CEO, Peter Horgan, going further, telling the Forum’s audience that there was a “currency disconnect” in media buying and all parties needed to “get in a room and detonate whatever you need to detonate and line-up the pre- and post-buying systems and kill it, because it’s killing your brand…get on to a single platform…whether it’s Universal, Galaxy or whatever you want to call it…there needs to be one.”

Responding to Horgan’s comments, Worner joyfully told B&T: “If Peter Horgan wants to detonate all of it, we’ll give him a hand to lay the charges.”

And a need for a more unified approach appeared to be universal. Nine’s chief sales officer, Michael Stephenson, telling B&T“Nine are committed to making the process of buying television easier. Fitzy has passionately voiced the case for greater collaboration amongst the TV players and the broader Industry and we wholeheartedly agree. Whilst a lot has been achieved as an industry in recent times, there is still much more to be done.”

Another of the Forum’s themes were outdated TV metrics that were seen as a relic of the 60s and no longer relevant in this age of digital, on-demand, OTT viewing and the threats posed by the likes of Google, Facebook and Amazon.

MCN’s Fitzgerald told the forum: “Whilst TV’s great legacy is that we have one currency that is dependable, accurate, trusted on both the buy and sell side, it is simply no longer adequate in the digital age to be relying on a 5,000 home panel and a bunch of demos to trade on,” he said.

“Now when I say reinvent it, we first have to be willing. All of us – networks, agencies and clients – to accept change.

“In fact, we have to be willing to obliterate our obsession with overnight ratings as a measure of commercial success, we have to be willing to obliterate our attachment to legacy metrics.”

In a statement to B&T, Seven’s Worner threw his weight behind the argument for a new TV measurement system. 

“I also still can’t work out why we’re clinging to the demographic bands we do. The complete trashing of the 55-plus demographic is a mystery to me, more so now that I am in it. I reckon those demos feel like they were worked out by Madison Avenue in the sixties and here we are, still using them. 

“Opportunities are being missed as much for brands as they are for TV and the industry. It’s up to us all to work together to make it happen, and we will,” he said.

Please login with linkedin to comment

    Latest comments
  • Anne Miles 3 years ago

    There are two big things in here – unification of a media buying platform and the fact that demographics are off…on top of some general industry shake up needed (couldn’t agree more).

    Specifically – Agree that the demographic profiles are out of date and ageist to-boot. Even worst is how annoying is it that there are so many different tools, different sets of customer segmentation that are ‘off the shelf’ with the media agency, the researcher, sales department and the brand team all using different profiles. They don’t seem to agree on who the customer actually is (not just who is buying now, but who is the real opportunity in the market). This seems widespread across several brands and I think is an industry problem. Crazy stuff. How can we be targeting people if everyone thinks it is someone different? How can a business grow market share if we’re only targeting the people who are buying right now, based on the marketing activity and creative this is attracting that audience? Seems arse-about to me and a circular formula self perpetuating the current results and not focused on growth – more of the same only. Surely we figure out who the potential market is first, figure out how they need to be communicated to, and then execute to appeal to that audience. Seems simple, but isn’t done often enough.

    This really does need to be consolidated as much as the media buying side. Good for Steve Worner to be making this visible.

Future Of TV Advertising Forum michael stephenson Peter Horgan Tim Worner

Latest News

Highsnobiety Partners With Citizens Of Culture To Help Lead Its Media Partnerships In Australia
  • Media

Highsnobiety Partners With Citizens Of Culture To Help Lead Its Media Partnerships In Australia

Culture-leading publisher Highsnobiety continues to evolve its local operations with the appointment of Citizens of Culture as its strategic partner across media operations within Australia.  Highsnobiety is a premium global brand dedicated to cultural pioneers, with work spanning across digital platforms, print media, documentaries, cutting edge events, a shopping platform and a full service creative […]

Investigation Reveals That Amazon Destroys Thousands Of Dollars Of Unsold Stock, Including Laptops, TVs And Face Masks
  • Technology

Investigation Reveals That Amazon Destroys Thousands Of Dollars Of Unsold Stock, Including Laptops, TVs And Face Masks

An investigation by British broadcaster ITV has found that Amazon is destroying millions of items in unsold or returned stock. The report specifically focuses on one of the 24 warehouses the company has in the UK. According to ITV News, the destroyed items are largely unused and new, either returned items or those which never […]

by B&T Magazine

B&T Magazine
Witchery Partners With GlamCorner To Boost Subscription Shopping
  • Media

Witchery Partners With GlamCorner To Boost Subscription Shopping

Australian fashion brand Witchery has partnered with B Corp GlamCorner as part of GlamCorner’s subscription box offering as the demand for everyday essentials soars. This partnership marks another milestone for the Australian fashion industry towards becoming more circular and introducing more paths to reduce textile waste. Customers nationally will be able to rent more of […]

Curry Club For COVID-19 Relief, Powered By UnLtd, Challenges AdLand To Raise $100,000
  • Marketing
  • Media

Curry Club For COVID-19 Relief, Powered By UnLtd, Challenges AdLand To Raise $100,000

The media, marketing and creative industries are being encouraged to host their own ‘Curry Club for COVID’ before 30th June to help meet the ambitious $100k target set by its organisers. Curry Club for COVID, which was conceived by long-time adtech executive Peter Bray, sales director at Impact, and is powered by industry social purpose organisation […]

by B&T Magazine

B&T Magazine
UnLtd’s ‘Goals for Good’ Soccer Tournament Celebrates 10 Years
  • Media

UnLtd’s ‘Goals for Good’ Soccer Tournament Celebrates 10 Years

The UnLtd Cup is returning for its tenth consecutive year, marking a decade of soccer shenanigans that’s raised nearly $500,000 for children’s mental health charity, KidsXpress. On July 22-23rd, 28 teams from across the industry will battle it out on the soccer field in the two-day tournament at Sydney University Sports and Fitness Centre, Darlington. […]

Mobile Pnone Shopping Online With A Debit Card
  • Marketing
  • Technology

Ultra Commerce Acquires Vesta eCommerce

Australian-bred company Ultra Commerce has acquired New Zealand-based company Vesta eCommerce, a global software business providing leading product data management solutions. The recent acquisition is a significant move for the business, which is Australian born, owned, and headquartered, but has built out a global presence as it pursues rapid growth in the eCommerce market. Connecting […]

Crater Teams Up With Director Luna Laure For ‘Harry’s Story’, Canteen’s Newest Campaign
  • Campaigns

Crater Teams Up With Director Luna Laure For ‘Harry’s Story’, Canteen’s Newest Campaign

Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. The campaign aims to bring awareness to Canteen’s […]