The “decision by committee” dynamic has caused innovative solutions to wait longer for approval

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 23, 2020, 12:58 PM UTC

Individual decision-making and buying powers are distributed among multiple teams.

This piece argues that the COVID-19 pandemic has added to the already existing issues of “decision by committee” faced by the organizations. While it was already difficult to align all the decision-makers on the buying side, it is now even more challenging to get them in the same room.

The author says that the walls between the buy-side TV and the digital video buying teams in the advanced TV industry may have come down. “Decision by committee” has made it difficult for innovative new solutions to get approval from buyers.

According to this article, the current pandemic will not affect every industry equally. OTT industry in-fact is gaining profits during the corona outbreak as it can be accessed by the users remotely.

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[4 minute read]