Rare moment of TV unity as OzTAM launches BVOD trading platform
Major TV networks have come together to announce a unified broadcast-video-on-demand trading solution via OzTAM, the industry’s measurement body. An Australian-first, the system is set to disrupt the siloed trading method that has plagued the BVOD format in recent years.
The free-to-air broadcasters are the shareholders of the new system called VOZ Streaming, which aims to provide programmatic BVOD trading across 7Plus, 9Now and 10 Play from next year.
Using a single dataset, the system promises buyers the ability to “aggregate the scale of free-to-air BVOD services while managing reach and frequency”.
The system will also allow programmatically traded inventory to be post-analysed against the VOZ Total TV database.
OzTAM’s Interim CEO, Dorus van den Biezenbos, said the organisation is currently consulting with broadcasters, media agencies, third-party software suppliers, and leading ad tech providers to develop VOZ Streaming.
“VOZ Streaming is designed to overcome the challenges of fragmentation and inefficiencies including: bespoke, duplicated administration and reporting across broadcasters; overlapping target audiences; inability to include co-viewing in campaign planning and post-analysis; frequency capping concerns; and the lack of unified datasets across the industry,” he said.
The inventory will be made available in a “privacy-first” and “demographically-focused” manner.
VOZ Streaming will deploy a common, anonymised, universal audience identifier, creating a consistent measure for reach (number of unique viewers) and frequency (number of times a viewer sees an advertisement) – commonly known as ‘R&F’ – across participating broadcasters’ programmatic BVOD inventory.
“With the benefit of stakeholder perspectives and the shift towards VOZ and a Total TV proposition, we are confident that VOZ Streaming will help address advertisers’ and media agencies’ calls for a simplified, universal approach to BVOD trading across broadcasters,” van den Biezenbos said.
The launch timing is currently set in calendar 2024 but is subjected to learnings from the consultation.
VOZ’s total TV currency, which launched in May this year, is also expected to become the official TV trading currency in early 2024.
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Interesting – is this just another platform to get a clip of every digital dollar invested? Or is it a longer term play to block other DSPs out of BVOD inventory?
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DSP’s have been taking that clip for 10yrs for their secret version of “de-duplication”, none of which have 100% validity as they are not 1st party. This sounds like they will finally unify a single set of 1st party data. I don’t think they would block DSPs either, no need to?
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“programmatic BVOD trading across 7Plus, 9Now and 10 Play from next year.”
…so, (a) next year and (b) doesn’t include Foxtel, Netflix, YouTube or soon to be Disney+…that doesn’t really scream actual TV unity does it?…rather just 7, 9 and 10. Wow!
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