Former OzTAM CEO Doug Peiffer is joining Foxtel Media as a senior adviser to help unlock the power of the group's 1 million-plus set top boxes in partnership with Kantar Media.
Foxtel has already processed data from 2022, 2023 and 2024 and is now building out validated demographic profiles to match viewing data.
The company also unveiled a partnership with US-based media measurement and optimisation software company VideoAmp at the Upfronts to develop a Foxtel-only measurement system to accurately capture viewing data from across its services.
OzTAM, the television industry's official source of audience measurement, called out Foxtel's move as creating "confusion in the market". OMG signed on as a partner with Foxtel's measurement system back in November.
At the Future of TV Advertising event in March, Foxtel Media CEO Mark Frain said that around 40% of Foxtel's viewer data registers as zero under OzTAM's measurement system.
"Which is why we've gone ‘we can't leave our own set top box data idling any longer, it's got a massive role to play for the value in this industry," he said.
Peiffer will also help develop new reach and effectiveness measures across linear and streaming channels, as well as adding insight to projects and initiatives being run in partnership with Video Futures Collective partners.
Starting his career as a people meter installer for Nielsen in the US, Peiffer was GM of strategy, integration and research at Australia’s Network Ten for nine years before being appointed CEO of Australia’s official television ratings currency OzTAM.
Frain said that Peiffer’s knowledge would be key in transforming how media would be measured by advertisers.
“In an increasingly competitive landscape, audience measurement has become all the more critical for everyone along the video supply chain, from media companies to agencies and advertisers," he said.
"The evolution of content delivery has also made measurement highly complex and technical. What’s been clear to me from speaking to industry folks from the UK, the US and locally is there are only a handful of people around the world able to really navigate this field.
“Doug is one of the few experts globally with the background and deep technical knowledge to bring Australian measurement into the new age of media, and we are lucky to have him join the team."
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.