BVOD metrics to be integrated into Ipsos iris

By AdNews | 27 February 2024
Credit: Loewe Technology via Unsplash

Ipsos has partnered with OzTAM to integrate BVOD metrics into Ipsos iris, providing cross-channel video audience measurement across multiple devices and content types.

For the first time, free-to-air TV networks will be able to provide a complete audience sizing for their digital video and media assets in a trusted currency environment. It also allows media planners to combine and compare BVOD audiences across devices, including connected TV sets (CTVs), with the breadth of media brand audiences measured by Ipsos iris.

Media owners and agencies will be able to view the incremental reach of BVOD audiences when added to web and app audiences across all devices in the Ipsos iris platform. It will also enable direct comparisons of audience profiles across all devices and content genres for BVOD audiences, compared to both web and app audiences.

OzTAM’s BVOD data is sourced from OzTAM VPM (Video Player Measurement service) - Australia’s official measurement for BVOD content - with more than 16 million connected devices measured minute-by-minute daily, including CTV, mobiles, tablets and PCs. IAB digital web and app audience currency, which launched in March last year, is sourced from Ipsos iris’ 8,000 device, industry-recognised, multi-device, single-source panel.

Today’s announcement represents the beginning of expanded CTV metrics in Ipsos iris over the coming months, which are set to include streaming services, video sharing and social media platforms.

Ipsos ANZ CEO, Simon Wake, says 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," he says.

OzTAM CEO, Karen Halligan, says "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".

IAB Australia CEO, Gai LeRoy, says industry-standard, cross-media audience data is vital to advertisers and agencies requiring both accountability and ways to evaluate opportunities consistently across media.

"Common standards within Ipsos iris and OzTAM for robust, transparent, and independent data have set the benchmark for successful cross-media measurement. This is another example of world-leading, Australian innovation in digital content measurement, which will ultimately assist advertisers to make smarter cross-screen investment decisions," she says.

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