Chris Freel.
MiQ has built a total screen planner for Australia, consolidating linear, streaming, OTT and YouTube data into a single planning tool designed to eliminate audience duplication across screens.
The Unified Screens Planner (USP), developed in-house by MiQ, draws on partnerships with OzTAM's VOZ data, YouTube's historical exposure data through Ads Data Hub, Samsung Ads' channel overlap data and Samba TV's ACR data, combining with MiQ's contextual and location signals to give planners a unified view of Australian TV consumption.
The tool sits within MiQ's AI-powered Sigma platform.
Media planners input campaign budget, audience, market, channel selection, CPM, frequency, reach goals, shares and commitments, and USP delivers a unified reach curve with incremental reach insights across linear, BVOD, SVOD, YouTube and online video.
"The main problem we're trying to solve here is the duplication. If I'm going to put $50,000 on BVOD and $50,000 on YouTube, there doesn't exist at the moment one data source which can truly tell you what's the duplication across BVOD and YouTube," said Vishal Shah, head of product and analytics at MiQ.
"You can't be sure of reaching an unduplicated unique reach across both these data sets. If you just spray 50k on BVOD and 50k on YouTube, you will reach quite a lot of duplication."
Shah told AdNews how the MiQ tool was bringing market maps under one roof.
"Australia's fragmented TV landscape has meant no single partner has owned the full picture, linear, BVOD, SVOD, YouTube and online video in one place. Until now,” he said.
“No other tool in the market maps the full journey from budget to reach, incremental reach and optimal mix across all five screens, without manual spreadsheets or siloed channels.
“The data spine underneath is complex by necessity; the interface is simple by design."
Madison Wappett, commercial strategist at MiQ, told AdNews the tool closed the gap between broadcast TV and social media.
"The challenge we've had as an industry is that YouTube and social have always sat in silo.
“When people talk about total TV planning, they're mostly talking about how they plan against the free-to-air networks, which is really remiss for the current state of the media landscape."
Chris Freel, chief revenue officer at MiQ, said the fragmentation of TV viewing had made the old planning model obsolete.
"TV is everywhere. Gone are the days where you just sat in your living room watching a big box, it's all over the place,” said Freel.
“Reels is TV, TikTok TV, YouTube TV, CTV, TV, TV, TV, even if certain TV players don't want to say that it is, it is.
"So the brand building playbook is completely being ripped up."
Freel believed the duplication problem was compounding under industry-wide budget pressure.
"We know that the path to meaningful reach is no longer linear, consumers are constantly moving and seamlessly switching across devices.
“The result is duplication of audiences, there are people we don't reach and others we reach too often, which is unnecessary wastage, particularly given industry-wide budget constraints."
USP provides metrics including target audience size, maximum possible reach, optimal spend across channels and a unified reach curve, designed to allow advertisers to test scenarios, optimise their channel mix and generate incremental reach and channel contribution reporting.
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