Media agencies to lead drive to bring media buying onto electronic platform

Australia’s media agencies are set to lead a major project which would see many functions of media buying become fully automated.

Henry Tajer, the newly installed president of the Media Federation of Australia, told Mumbrella that the project – which would be more advanced than in any other global media market – would potentially be funded by a collaboration between media agencies, media owners and advertisers. He said:

“If you take a mid to longer term term view, it has to happen. We won’t survive under the current model if it continues.”

Hear Tajer discuss the project:


However, although Tajer likened the scheme to the development of the ASX, he insisted that such a move would not lead to the commoditisation of media. He told Mumbrella: “What we want to try and get to is to look at the Australian Stock Exchange and Australia Futures Exchange and how they have evolved over the last 20 years to become electronic platforms.”

The plan would see the end of phone, fax and email bookings for media.

The project could also take in the delivery of advertising material – which would have major implications for companies such as Adstream and Dubsat that currently offer this service.

Tajer said: “There’s broad consensus among all the agency members that this is a step in the right direction.”

He said that TV might be the first medium the new system would focus on.

Mumbrella editor Tim Burrowes’ full interview with Tajer – who is also chairman of Mediabrands and outgoing CEO of Universal McCann – can be heard in this week’s Mumbrellacast.


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