Media buyers wary of VOZ Streaming’s limitations
Media buyers let out a collective sigh of relief over the announcement of VOZ Streaming, a platform touted to become the “unified BVOD trading solution”.
But after the initial rush, now they’re not so sure.
They’re concerned that if the ecosystem doesn’t expand to include AVOD platforms, then the solution won’t actually address the real screen-buying challenge.
Using VOZ Streaming’s single dataset, buyers will have the ability to “aggregate the scale of free-to-air BVOD services while managing reach and frequency,” promised OzTAM, the industry’s measurement body.
The initial participating platforms of VOZ Streaming are only 7Plus, 9Now and 10 Play – the BVOD plays of the free-to-air broadcasters.
Tom Macerola, head of investment at Zenith Media Sydney, said the solution is a step in the right direction for those who buy BVOD directly, but that’s not always how clients and agencies buy screens.
