Paramount’s participation in an alliance with Nine, Seven and OzTAM will allow advertisers to manage reach and frequency across broadcaster video on-demand (BVOD) platforms, with a common trading dataset powered by Virtual Australia (VOZ).
Launching in 2024, VOZ Streaming will use the Virtual Australia dataset, one of the most advanced TV measurement methodologies in the world, to assign a universal ID and a common demographic behind the devices watching BVOD. Advertisers will be able to activate their programmatic campaigns using this ID across 10 Play, 9Now and 7Plus.
VOZ streaming will also allow programmatically traded inventory to be post-analysed against the VOZ Total TV database, revealing the significant incremental reach that BVOD delivers to a broadcast television campaign.
The privacy-first solution transforms current industry practices limited to anonymous device level frequency management, and sets the stage for the ability to plan, buy and measure total TV, using a single gold standard currency – VOZ.
VOZ Streaming is currently in its testing phase, with broad industry consultation and feedback from broadcasters, media agencies, third-party software suppliers, and leading ad tech providers. VOZ Streaming will work alongside 10 Play’s existing trading capability, allowing for more options for advertisers to reach their target audiences across 10 Play.
“It’s an exciting time to be in TV with VOZ Streaming setting the global standard as a world-leading measurement solution," says Rod Prosser, chief sales officer, Paramount Australia.
"VOZ Streaming is the optimal choice for media buyers searching for audience scale and efficiency in premium, brand-safe content.
“BVOD reaches millions of Australians every week. The ability to harness the scale of BVOD, with transparent, independent and robust measurement across participating broadcasters is a gamechanger for advertisers and media agencies. Open to all, VOZ Streaming will operate as an inclusive framework open to all relevant media platforms who are welcome to join.”
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