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The industrial broadcasting giants have welcomed the news of OzTAM and Nielsen's new integrated database aimed at providing a more complete picture of television viewing in Australia.
The new Virtual Australia (VOZ) database is positioned as the country's first linear and online television database, integrating both traditional TV and display data from connected devices into a base cloud data. Specifically, it combines OzTAM TV ratings and VPM (Video Player Measurement), information about 7 million connected devices, a real viewing behavior on more than 12,000 people in panel homes and metering data TV streaming from 1300 Houses with TAM panels.
In addition to this, the new measure will include population information from more than 50,000 survey questionnaire responses per year for TAM services, plus population data from the Australian Bureau of Statistics.
VOZ has 18 months of development and will be deployed from the 1st quarter of 2019. The new measure was developed by OzTAM in partnership with Nielsen.
"There are 1.8 TVs on average, but an average of 6.6 screens in Australian homes, and people use them to watch TV all day – indoors and at home. outside, "said Doug Peiffer, CEO of OzTAM. declaration. "Rush hour is now no matter when and OzTAM builds VOZ to signal total television viewing."
The two companies said advertisers and media agencies could create media plans that encompbad TV inventory on all channels and broadcast devices, manage multi-screen campaigns and overlay additional datasets on VOZ to make advance audience targeting. .
For example, anonymous profile data can be used to buy advertising about demographics, interests, and needs.
In order to roll out this new metric, OzTAM has announced a 50% increase in its TV audience panel last year and the installation of streaming TV counters in 1,300 billboard houses. . It also extends the VPM service, which covers ABC, Seven, Nine, Ten, SBS and Foxtel channels, and plans to introduce demographics into VPM reports by the end of the year. .
Speaking on behalf of Nielsen, responsible for the measurement of the television audience, David Ellem described the new measure as the next important step in the broadcast of the television audience.
"The broadcast of VOZ will allow this market to better understand audience targets on and between all devices, and will also offer the possibility of an advanced audience targeting for television ", did he declare.
Broadcasters as well as commentators of the industry welcomed the arrival of VOZ. Foxtel Chief Executive Patrick Delany said the new measure was "the next big step in the evolution of television as the ultimate marketing media," while Seven West Media CEO Tim Worner said: claimed that VOZ would help reduce the being monitored.
"Today's announcements bring us much closer to capturing real audience numbers and will give brands valuable insight into how the public interacts with long-term video on video." different screens available, "Worner said. "It's this transparency and accountability, ensured by global measurement metrics, that distinguish television from other media and make it the best and most effective platform for advertisers for today." and tomorrow."
Rob Pardini, chief data scientist of WPP A / NZ, also saw VOZ as a significant step in the right direction, although he claimed that he was not going well enough far to reflect the larger multimedia content space.
"Deduplicated audience reach and frequency in online and streaming is greatly needed, and VOZ will broadcast it for content and advertising by participating broadcasters," he said. declared CMO . Read more ThinkTV: Broadcasters want a standardized portal to facilitate TV trading
"But from the point of view of advertisers and agencies, VOZ does not go far enough and is not a miracle solution.Youtube, Facebook and other streaming environments are already widely used to increase the reach and frequency of TV advertising campaigns, and the industry needs an audience deduplication that goes beyond television and catch-up television. "
The pro is the ability to incorporate datasets for behavioral targeting, and Pardini was waiting for that that it attracts advertiser funds from a "hyper-targeted" environment ents.
Over time, however, there is a risk that VOZ depreciates the perceived value of advertising during peak hours from 6 pm to 10:30 pm
"Once the catch-up reflected in the range figures and frequency, the attention will go from the program's time interval to the deduplicated audience, no matter when the appointment takes place, "he added.
Likewise, Pia Coyle, head of Ikon's national investment, estimated that VOZ was the most important thing to measure the Australian audience since the inception of the year. OzTAM, opening long discussions on changes in viewing habits. Yet she also voiced concerns about scale and coverage.
"VOZ represents a significant advance over the theoretical models of commonly used cross-devices and helps agencies avoid having to bademble competing datasets. Agencies and customers have been waiting for this information for years, so hopefully goes far enough in terms of multi-device measurement to allow us to be transformative in our recommendations to customers, "said Coyle.
" Understanding the missing pieces of content consumption of Australians will mean being able to go forward on our screen strategy with real confidence – no more riddles. "
" But it's not foolproof. the video side of the consumer pie are partially constructed from the inferred behavior [device and program patterns]. This is not to say that traditional digital buyers will sing the praises of VOZ, however panel information is the norm of the television industry. "
Coyle also pointed out that OzTAM and Nielson did not access the connection information of the various networks. [Lire la suite] IAB details pilot working groups for digital advertising
