The Australian television industry has issues it needs to address, such as the fact that TV ad time is planned and purchased by the quarter-hour but post analysed by the minute, according to Anneliese Douglass, Head of Media & PR at Unilever ANZ.
But the biggest shift required is an attitudinal one, she believes.
“The fundamental problem is that the TV industry isn't agile enough. In 2016, 2017, a lot of corporates went through a lot of change. It was about pivoting and being more agile. I look at some of the problems we have in this industry and wonder...