Make TV buying process transparent and standardised, tvbeat founder urges

Partner content

TV companies need to collaborate and “simplify” the buying process, a TV tech company CEO said.

Highlighting how easy the buying process is on tech platforms, tvbeat founder and CEO Robert Farazin issued a call to arms to TV players: “Make it transparent and standardised, so agencies’ buyers can easily buy and know what they buy.”

Going hand in hand with that is the need for trusted measurement. Speaking to The Media Leader in December, Farazin said the role of panels is “slowly changing”.

Panels “had an easier problem” when there were fewer than 20 channels 30 years ago. Now, with more than 500 channels alongside on-demand viewing and other ways to access the content, “panels are not the best place to measure all of that”.

The “winning” way forward, he suggested, is “big data approach first, and using panels for calibration and enrichment of the data”.

That said, Farazin concluded: “Every TV media company should do their own homework — actually invest in the big data first and then use panels to calibrate, to create their own view of their inventory — not just rely on someone doing this for you.”

Overall, TV is an effective medium and many brands have grown using the channel. “TV media companies should be more confident about it,” he added.