The world of TV advertising is not fine

Brooke Hemphill

Australia’s television media industry faces an existential threat from digital platforms and must become more progressive in its use of data and technology to compete.

The television industry in markets with developed advertising economies faces a stark choice. According to Rhys McLachlan, Head of Global TV Strategy for ad tech company Amobee, that choice is between sleepwalking into a future where the market is dictated by a small number of powerful global players or retooling the industry to create a progressive business that provides fast thinking and best-in-class solutions for advertisers.

Speaking at the Future of TV Advertising Forum (Sydney, February 2019), McLachlan argued that many executives are complacent in spite of some alarming statistics. The most concerning of these is the suggestion that for...

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