TV executives defend VOZ over claims it’s been ‘oversold’, noting the soft ad market is ‘not an excuse’
Senior TV executives have confronted criticism that the industry’s new ratings system, ‘Virtual Australia’, known as VOZ, is being ‘oversold’, assuring a room of media buyers and clients that the platform really will be a “game changer” and Australia should be “very, very proud of what we’ve achieved”.
Seven West Media’s chief revenue officer, Kurt Burnette, admitted at the Future of TV Advertising conference that “it’s been a pretty horrible season of [half-year financial] reporting. Some more than others”, but was adamant VOZ is a step towards course correcting that performance.
The panel (L-R): Dave Roddick, Kurt Burnette, Beverley McGarvey, Michael Stephenson and moderator Zoe Samios
the wall of words and spin don’t actually mean anything. They all sound like they don’t understand their own product. So how is anyone else meant to understand it.? When are these old-school television executives going to be called to account?
“This product [VOZ], it’s not a funnel into any marketing proposition. It’s a flywheel. And that flywheel is about attract, engage and delight. We’ve attracted, we’re engaging, we need to delight. And the only way that wheel keeps moving is if customers come to that wheel. And everybody feeds into that wheel to make it move faster. That’s what we’re in the process of. I think we’ve attracted a lot. We’re in the mid-stage of engage. It’s time to delight, and that’s not far away.”
WHAT ARE THESE PEOPLE EXACTLY SAYING?
Can’t argue that the explanation by the senior guys was clear and straight talking. We are all crystal clear on ZOV