‘World-first for cross-channel audience measurement’: Ipsos partners with OzTAM
Ipsos has partnered with OzTAM to include BVOD metrics into Ipsos iris in order to provide cross-channel video audience measurement that captures data across multiple devices and content types.
The integration will allow for unduplicated audience reach of media organisations’ combined total digital and video content across BVOD, website, and app on all main devices, total reach of different content types across BVOD and digital, and deeper audience profiling of BVOD audiences through fusion of OzTAM VPM with the Ipsos iris panel.
IAB calls the team-up “a significant and world-first industry collaboration between media industry measurement bodies,” offering free-to-air TV networks a complete audience sizing for their digital video and media assets, as well as allowing media planners to combine and compare BVOD audiences across devices, including smart TVs.
Over the coming months, Ipsos iris will continue to offer expanded connected TV metrics, including streaming services, video sharing, and social media platforms.
“We are thrilled to partner with OzTAM to deliver a unique set of audience data that enhances the utility of Ipsos iris for cross-channel planning and commercial insights,” said Ipsos ANZ CEO, Simon Wake.
“Data fusion is the best way to retain the integrity and accuracy of audience currency measurement across media channels; it also avoids duplication of cost and brings collaboration and consistency across the media ecosystem. Ipsos has a global reputation for delivering innovation, and this audience data set is an important and world-leading development in audience measurement.”
OzTAM CEO, Karen Halligan, said: “OzTAM is pleased to collaborate with the IAB and Ipsos in defining the Australian video viewing landscape. Partnering with Ipsos to deliver this important new dataset for the media industry further cements OzTAM as the unique, official, and independent market measure for BVOD viewing in Australia.”
The enhanced Ipsos iris audience measurement data with the integration of BVOD data is available to subscribers now.
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Nathan Jolly is the Deputy Editor of Mumbrella. He joined the team in July, 2023.
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