VOZ enters final stage before launching ‘the most accurate picture of Total TV viewing in Australia’
Virtual Australia (VOZ) has entered the final phase of “a complex and technically challenging proposition” that will see it become Australia’s reporting standard and trading currency in 2024, providing “the most accurate picture of Total TV viewing in Australia”.
The first phase, launched in May, saw the release of daily next-day ‘overnight’ VOZ data; delivery of the ‘quarter hour audience files’ (QHFs) on which broadcasters and media agencies transact; and publication of Total TV program ranking and audience reach reports. (Here’s a detailed explainer of VOZ.)
The second phase ensured that third-party software suppliers building the analytical software (Broadcast Map, Day 8, Nielsen L&J, and Tech Edge) had achieved the required VOZ Gold Standard accreditations.
OzTAM uses open software to give data users choice and therefore requires this certification so that all clients using OzTAM data achieve consistent results.
The third, and final phase is now underway, with media agencies able to embed the VOZ database in their systems and workflows over the coming months, so the industry will be ready to adopt Total TV as the standard in 2024.
“Australia is the only country in the world that has a product like VOZ, with fully integrated linear and BVOD measurement for both content and commercials,” OzTAM CEO, Karen Halligan, said.
“VOZ Total TV, that has been conceived, developed and built in Australia, delivers the clearest picture of viewing on all screen types than has ever been possible.
“Bringing VOZ Total TV to market has been a complex and technically challenging proposition, and there is genuine excitement in the industry that we have reached the final stage of this journey.
“We’d like to thank our TPSS partners who have been collaborative and committed to bringing VOZ software to market and on the road to gaining full Gold Standard certification.
“Similarly, we are also grateful to our Regional TAM colleagues for their collaborative approach to constructing VOZ, and to the Media Federation of Australia (MFA) and member agencies for their consistent support, constructive input and advocacy as VOZ takes flight.
“VOZ will also be a gamechanger in informing de-duplicated Total TV campaign reach and frequency post-analysis within the forthcoming VOZ Streaming solution for enhanced, multibroadcaster programmatic BVOD trading next year.”
Chair of OzTAM’s technical board, and Seven West Media’s director of research and insights, Craig Johnson, said: “As we progress the industry transition to VOZ as trading currency, we’ve taken care to ensure VOZ addresses critical industry needs.
“We’ve worked diligently with Regional TAM, the broadcasters, media agencies and our TPSS partners to get the technical infrastructure and user-interface right.
“Quarter Hour audience files are now ready for media agencies to ingest into their respective systems. And, with TPSS tools achieving Gold Standard accreditation, clients can also evaluate Total TV reach and frequency to expose incremental BVOD reach.
“We are all looking forward to the industry moving towards VOZ becoming Australia’s official Total TV currency and leading the world in the most sophisticated Total TV audience measurement.”
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