OzTAM and Nielsen to roll out ‘total TV’ database from next year
OzTAM and Nielsen are creating a new database which will seek to combine audience estimates of TV-set viewing with streamed viewing through connected devices.
The product is currently being created by OzTAM and Nielsen and will launch early next year.
The new database will roll out from the beginning of next year
Known as Virtual Australia (VOZ), the metric will look to provide agencies and advertisers with media plans for TV inventory across all screens and attempt to de-duplicate audience reach and frequency. As it stands, connected devices are currently measured by OzTAM’s video player measurement (VPM) services.
To provide a full picture for advertisers, VOZ will allow broadcasters to integrate data into the system. Third party assets will also be integrated, to provide detail around audience profiles and behaviour, but the database will only include screens for the metropolitan commercial free to air and Foxtel channels.
Today’s announcement is a milestone for the industry which has long advocated for third party measurement to measure total television audiences. Just last month, Group M’s head of digital investments and partnerships, Venessa Hunt, said the only way to get marketers on board with a concept like connected TV – a television connected to the internet – was an improvement in third party measurement.
In the same session at Mumbrella360, Nev Hasan, MCN’s digital sales director, warned if measurement was not tackled, new opportunities in Connected TV could fall into the “digital bucket”.
But the conversation goes beyond the panel at Mumbrella360. Earlier this year, Nine’s digital sales boss Pippa Leary said there was a need to step out of digital and TV silos to provide opportunities for advertisers, while almost a year ago, the Interactive Advertising Bureau suggested advertisers hadn’t caught up with the potential of Connected TV.
Think TV boss Kim Portrate said in a statement: “As Think TV enters its third year, it is wonderful to see that the industry will have access to OzTAM and Nielsen’s VOZ integrated database which combines all broadcast assets across all platforms, supporting cross-screen campaigns and overall reach goals, and enabling advanced audience targeting.”
Just metro then ?
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Hi Gezza,
Yes, just metro commercial free to air stations and Foxtel. I’ve amended the article to make that clearer.
Cheers,
Zoe – Mumbrella
I guess VSMBAP or VMETRO were ruled out as names.
An important move to be applauded. But can we please have a single national service sometime. It would make buying TV so much easier.
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