MiQ launches cross-screen TV planning tool for ANZ

MiQ has launched a new planning platform that combines linear television, streaming, OTT and YouTube data into a single interface, with the company claiming it is the first tool of its kind in Australia and New Zealand.

The Unified Screens Planner (USP) is designed to help agencies and advertisers plan, optimise and measure campaigns across multiple screens from one platform. It forms part of MiQ's AI-powered Sigma offering.

Cross-screen planning

The tool combines data from OzTAM's VOZ, YouTube Ads Data Hub, Samsung Ads and Samba TV, alongside MiQ's own audience signals, to provide cross-screen planning and measurement. According to MiQ, advertisers can use the platform to model campaign scenarios, optimise channel mix and measure incremental reach.

Media planners enter campaign budgets, audiences, markets, channel selections and reach targets, with the platform producing unified reach curves and recommended media allocations.

MiQ Chief Revenue Officer Chris Freel said the platform was developed to address increasing fragmentation across television viewing.

"In an increasingly fragmented media landscape with a plethora of screens, content choices and consumption on multiple devices, total screens planning is more challenging than ever. We know that the path to meaningful reach is no longer linear - consumers are constantly moving and seamlessly switching across devices. The result is duplication of audiences - there are people we don't reach and others we reach too often - which is unnecessary wastage, particularly given industry-wide budget constraints.

"MiQ's Unified Screens Planner has been created to tackle some of the industry's biggest challenges, planning, activating and measuring the total screens landscape in one place.. It brings together a range of unique data partnerships using first and third party data to provide an unparalleled view of TV consumption. It's an industry-first development for the Australian market, and one that will revolutionise cross screen planning and measurement."

MiQ Head of Product and Analytics Vishal Shah said the platform provides a unified view across linear TV, BVOD, SVOD, YouTube and online video.

"Australia's fragmented TV landscape has meant no single partner has owned the full picture — Linear, BVOD, SVOD, YouTube and Online Video in one place. Until now. No other tool in the market maps the full journey from budget to reach, incremental reach and optimal mix across all five screens, without manual spreadsheets or siloed channels - USP is here to change that. The data spine underneath is complex by necessity; the interface is simple by design."

The Unified Screens Planner is available exclusively in Australia and New Zealand and is the latest addition to MiQ's Sigma platform.