The third and final phase of Virtual Australia (VOZ), Australia’s total TV measurement system with national, de-duplicated audience estimates, is underway with a launch due in 2024.
Broader industry adoption is now underway with media agencies starting to embed the VOZ database in systems and workflows.
The third and final phase of the project builds on progress since the first phase was completed in May this year and as the
second phase ends.
The first phase saw the release of daily next-day Overnight VOZ data; delivery of the Quarter Hour audience files (QHFs) on which broadcasters and media agencies transact; and publication of Total TV program ranking and audience reach reports on the VirtualOz.com.au website.
The second phase ensures that third-party software suppliers (TPSS), building the analytical software needed to process the complex and detailed VOZ dataset, can achieve VOZ Gold Standard accreditations.
In parallel, for more than 18 months OzTAM has been working with the Media Federation of Australia (MFA) to incorporate media agency needs in the construction and deployment of VOZ and the software required to utilise VOZ data.
“Australia is the only country in the world that has a product like VOZ, with fully integrated linear and BVOD measurement for both content and commercials," says OzTAM CEO, Karen Halligan.
"VOZ Total TV, that has been conceived, developed and built in Australia, delivers the clearest picture of viewing on all screen types than has ever been possible.
“Bringing VOZ Total TV to market has been a complex and technically challenging proposition, and there is genuine excitement in the industry that we have reached the final stage of this journey.
“VOZ will also be a gamechanger in informing de-duplicated Total TV campaign reach and frequency post-analysis within the forthcoming VOZ Streaming solution for enhanced, multibroadcaster programmatic BVOD trading next year.”
Craig Johnson, chair of OzTAM’s Technical Board and Seven West Media's director of research and insights, says the VOZ
team has taken care to ensure critical industry needs are addressed.
“We’ve worked diligently with Regional TAM, the broadcasters, media agencies and our TPSS ( third-party software suppliers)
partners to get the technical infrastructure and user-interface right.
“Quarter Hour audience files are now ready for media agencies to ingest into their respective systems. And, with TPSS tools achieving Gold Standard accreditation, clients can also evaluate Total TV reach and frequency to expose incremental BVOD reach.
“We are all looking forward to the industry moving towards VOZ becoming Australia’s official Total TV currency and leading the world in the most sophisticated Total TV audience measurement.”
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