OzTAM and Nielsen will roll out a new “Total TV” database, bringing together audience data for Australians’ broadcast TV viewing on TV sets and streamed TV viewing via connected devices.
The new 'Total TV' database, called Virtual Australia (VOZ), will provide advertisers and media agencies with an all-screen picture of the TV content Australians are watching.
VOZ will incorporate viewing on seven million connected devices plus minute-by-minute actual viewing behaviour of more than 12,000 individuals in OzTAM TV panel homes.
The new product is set to be launched early next year.
TV executives have welcomed the new initiative, stating that VOZ will allow agencies and advertisers to create media plans for TV inventory on all screens for the metropolitan commercial free-to-air and Foxtel channels.
VOZ will also be designed to offer both parties a system to manage de-duplicated audience reach and frequency goals in their Total TV campaigns.
Broadcasters will be able to integrate their own data with VOZ’s cross-screen viewing data to enable advanced audience targeting based on viewer behaviours, interests and needs.
A video explaining the new database, supplied by ThinkTV.
“As ThinkTV enters its third year, it is wonderful to see that the industry will have access to OzTAM and Nielsen’s VOZ integrated database which combines all broadcast assets across all platforms, supporting cross-screen campaigns and overall reach goals, and enabling advanced audience targeting," ThinkTV CEO Kim Portrate says.
The new database addresses the recent push from the industry for independent third party measurement across total TV audiences.
Seven's chief revenue officer Kurt Burnette told AdNews earlier this month TV content needs to be measured by a new "definition" of success,and bought and sold as "total video".
The announcement also follows news last week that Australia’s major TV networks have united for the greater good of making it easier for advertisers and agencies to buy TV inventory.
On behalf of its shareholders Foxtel/MCN, Network Ten, Nine, and Seven West Media, industry group ThinkTV has engaged the services of Accenture's advisory firm IBB Consulting to help form a new TV portal.
The 'briefing portal', aims to make the process of briefing and buying TV simpler and working with IBB, the full scope of the development is now being nutted out.
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