OzTAM digital director Padraig O’Donovan departs as VPM service becomes fully operational

OzTAM has announced the departure of digital strategy director Padraig O’Donovan, who is leaving the company to start his own business.

O’Donovan has been spearheading the deployment of OzTAM’s video player measurement (VPM) reporting service which provides daily audience data for broadcasters on BVOD services.

With the service now fully operational, O’Donovan has decided it’s time to step down from his role, after flagging earlier in the year he was looking to launch his own consultancy.

OzTAM will be recruiting for a head of digital to replace O’Donovan.

OzTAM CEO Doug Peiffer thanked O’Donovan for his contribution to OzTAM and the broader television industry.

“Padraig has built VPM into a world class BVOD measurement service worthy of currency status,” Peiffer said.

“With VPM now fully operational, we understand Padraig’s decision to strike out on his own and wish him continued success.”

VPM will form part of OzTAM’s new total TV currency, Virtual Australia (VOZ), which will combine the measurement of broadcast viewing across TV and connected devices, providing the ability for cross-platform planning and a reporting standard for the whole industry.

OzTAM and Nielsen flagged the move towards total TV in 2018, saying it would provide advertisers with a full view.

O’Donovan said this is the right time for his move with the service ready to roll out.

“From concept to launch, OzTAM and our broadcaster clients have been united in the view that VPM would be a world-leading online TV measurement service, and it’s been a career highlight for me to help deliver on that promise.

“With VPM now established in the marketplace, the time is right for me to take on new challenges.”


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