TV industry needs ‘faster approval methods’

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The key word for TV advertising going forward must be “simplicity”, with one of the barriers being TV’s approval process.

That is according to Charlie Makin, founder of Be Addressable, which helps brands move beyond linear into addressable advertising to reach customers in new ways.

Makin spoke to Omar Oakes, former editor-in-chief of The Media Leader, about the challenges faced by TV players.

He described that, first and foremost, there’s “a lot of complexity” about “how data works and what to do with it”, therefore the industry must push for simplicity.

As he explained: “How we can make this a simple thing for clients to access, because at the moment it’s complicated.”

Watch the full interview:

Indeed, brands need to be able to buy AV advertising in the same way that they can buy from tech platforms.

“What you don’t need is broadcasters fighting over budgets with each other,” Makin continued. “What we need to be doing is selling against other platforms.”

For Makin, one crucial part of this challenge is the fact that TV is highly regulated in the UK. While not advocating for deregulation, since TV also distinguishes itself from other channels by being regulated, he believes the industry needs “faster approval methods”.

“There has to be a level playing field,” Makin pointed out.

The interview was recorded at The Future of TV Advertising Global in London in December.

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