GroupM has created a single point of access to the Total TV measurement system, VOZ, enabling brands to assess Total TV reach by combining Finecast BVOD campaigns with Linear TV campaigns, measured independently by VOZ.
For Australian TV advertisers and buyers challenged with understanding the migration of viewership to digital streaming of BVOD and how to apply and optimise these insights to Addressable TV, this new capability - developed by Finecast, the addressable TV solution for GroupM clients that is part of GroupM Nexus, and Wavemaker - now makes it possible to evaluate, re-invest and grow Total TV budgets without losing the advanced capabilities of Addressable TV.
One of the first advertisers to leverage the capability is Domino's, who worked with Wavemaker to integrate addressable TV campaign data with OzTam’s VOZ panel and gain a full picture of their TV audiences across Linear and BVOD using the openly available VOZ toolset.
Results for Domino's’ campaigns among P18-39 and P25-54 were more than 30% more efficient using Finecast BVOD than using Linear, which has seen significant audience decline of 34% and 27%* over the past 3 years.
Unique to this campaign approach was the use of Finecast ID, the industry’s Connected TV and Household identifier.
Finecast ID uses authenticated logged-in viewer data to frequency cap and build reach across Seven, Nine, Ten, SBS and Kayo to efficiently maximise the opportunity for advertisers. Domino's utilised Finecast ID to build incremental reach within their Finecast BVOD campaign at a lower cost point.
Brett Poole, CEO of Finecast APAC, said: “We believe that there is no substitute for industry standard measurement, so we were inspired to simplify and automate access to the available data for clients that want more accountability in Addressable TV campaigns measured jointly with their Linear Investments.
"We look forward to continuing to push the boundaries with all GroupM agency clients as part of our mission to make advertising work better for people”.
Philippa Noilea-Tani, chief investment officer at Wavemaker, said: “Our partnership with Domino's and Finecast is a wonderful embodiment of how we positively provoke growth for brands and paves the way for other advertisers seeking to effectively navigate the changing video landscape and mitigate the rising cost of reach.”
Tim Harper-Russell, Domino's client partner at Wavemaker says “One of the biggest challenges for CMOs today is navigating a fragmented TV landscape and we’re leaning into new ways of analysing and optimising our TV and Screens Investment.
"The industry has been crying out for a third-party multiscreen measurement solution representative of modern Australia and their viewing culture, it’s exciting to finally see VOZ and a Total TV Measurement arrive.”
*Source: eTam January 2020 – December 2022, P25-54 and P18-39, ALL METRO TV Including SBS, ABC and STV – Projections
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