Will provide total linear and online television (‘Total TV’) viewing with demographic detail, de-duplicated across devices
Can integrate other datasets to support advanced audience targeting
Sydney, Australia, Monday, 30 July 2018: Australia will have an integrated database that will combine broadcast viewing on TV sets and connected devices, and support advanced audience targeting, with the launch of OzTAM’s new service, Virtual Australia (‘VOZ’), in 2019.
Conceived and being developed in Australia by OzTAM in conjunction with Nielsen, VOZ will be securely stored in the cloud and progressively rolled out from the first quarter of 2019.
VOZ brings together OzTAM TV ratings and OzTAM VPM connected device viewing data to deliver an all-screen, de-duplicated picture of what Australians are watching, who is watching, and how they are watching (‘Total TV’).
VOZ will incorporate viewing on 7 million connected devices plus minute-by-minute actual viewing behaviour of more than 12,000 individuals, 24/7/365, in OzTAM TV panel homes.
VOZ will crystalise Australia’s Total TV picture:
· Advertisers and media agencies will be able to create media plans encompassing TV inventory across all broadcast channels and devices, and manage cross-screen campaigns – including overall audience reach goals. They will also be able to overlay other datasets on top of VOZ to support advanced audience targeting.
· TV networks can determine the incremental reach from viewing on connected devices, and optimise their inventory across all markets, platforms and devices.
· The media industry gains an objective, independent, consistent and transparent metric by which to evaluate the performance of TV content across all screens and platforms.
OzTAM CEO Doug Peiffer said: “There are 1.8 TV sets but a total of 6.6 screens, on average, in Australian households, and people are using them to watch television throughout the day – inside and outside the home. Prime time is now any time and OzTAM is building VOZ to report Total TV viewing.
“We’re proud to be working with Nielsen on this world-leading development. The positive feedback we’re receiving from media agencies, advertisers and broadcasters as we present VOZ indicates we’re meeting a significant industry need,” Mr Peiffer said.
Nielsen’s Head of TV Audience Measurement, David Ellem, said this next stage in TV audience measurement is a significant one. "Nielsen is laser-focused on bringing to the Australian market the very best total audience measurement solutions available in the world. Delivering VOZ will enable this market to better understand audience targets across and between all devices, as well as provide the opportunity for advanced audience targeting for TV."
OzTAM and Nielsen have for the past 18 months been developing, building and testing the components needed to deliver VOZ, including increasing the number of households in OzTAM’s TV ratings panel by 50% in 2017, to make OzTAM TV ratings even more robust as Australia’s population grows and people spread their viewing across many more devices and channels.
Every day, OzTAM samples the actual viewing behaviour of more than 12,000 individuals, minute-by-minute, 24/7/365. Together, OzTAM and Regional TAM’s panels make Australia the world’s largest per capita people metered market.
OzTAM is briefing media agencies, advertisers and broadcasters on VOZ, listening to their feedback, and will communicate further developments to market as VOZ progressively rolls out from Q1 2019.
A world-leading development by OzTAM and Nielsen, Virtual Australia (‘VOZ’) is an integrated database that brings viewing on TV sets and connected devices together, and supports advanced audience targeting.
VOZ delivers demographic profiles for the audience viewing participating broadcasters’ television content on connected devices using a combination of:
The VOZ integrated database draws on all these information sources – ABS population and Establishment Survey data; TV ratings; information from streaming TV meters; and VPM data on connected device viewing – to create a model profile of Australian households and people.
This completely anonymous profile data will be valuable to anyone wanting to better target viewers and allow advertisers to buy on both demographics (age, sex) as well as interests and needs (e.g., pet owners, mortgage-holders, frequent travellers, health conscious). It will also allow the overlay of external (first, second and third party) data sources to further support advanced audience targeting.
Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand what’s happening now, what’s happening next, and how to best act on this knowledge. For more than 90 years Nielsen has provided data and analytics based on scientific rigor and innovation, continually developing new ways to answer the most important questions facing the media, advertising, retail and fast-moving consumer goods industries. An S&P 500 company, Nielsen has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit www.nielsen.com.
OzTAM is Australia’s official source of television audience measurement (TAM) covering the five metropolitan markets (Sydney, Melbourne, Brisbane, Adelaide and Perth) and nationally for subscription television. OzTAM ratings are the accepted metric by which Australian television is evaluated. The media industry uses OzTAM data to assist in program development, advertising planning and to gauge the performance of television programs, networks and advertising campaigns. With 5,250 metropolitan homes and 2,120 national STV panel homes, OzTAM samples the actual viewing behaviour of more than 12,000 people 24/7/365, and Australia is the world’s largest per capita people metered market. Australia will have an integrated Total TV database that combines broadcast viewing on TV sets and connected devices, and supports advanced audience targeting, with the progressive rollout of OzTAM’s new service, Virtual Australia (‘VOZ’) in 2019. More information at www.oztam.com.au