OzTAM, Australia’s television measurement body, will launch VOZ Streaming on 25 November 2024. This service offers a multi-broadcaster programmatic BVOD (broadcaster video on demand) trading solution designed to meet the evolving needs of advertisers and media agencies.
Developed through industry collaboration, VOZ Streaming provides full access to Australia’s free-to-air commercial BVOD inventory, transforming how BVOD advertising is transacted. By using a common OzTAM demographic dataset and taking a privacy-first approach, the platform enables more targeted trading across 7plus, 9Now, 10 Play, and SBS On Demand. With BVOD viewing reaching around 11 million Australians each month*, VOZ Streaming also enhances the viewer experience through features like frequency capping and co-viewer activation on connected TVs.
The service will support post-campaign analysis with the VOZ Total TV database to reveal the incremental reach BVOD adds to broadcast TV campaigns. It introduces a new transactional model while complementing existing direct and programmatic BVOD trading methods.
Source: OzTAM VOZ I National BVOD (7plus, 9Now, 10play and SBS On Demand) I When Watched I Avg May, June & Sep 2024 I BVOD reach viewing threshold > 15 sec
** SBS On Demand from early 2025
Available from 25 November 2024, VOZ Streaming will introduce additional enhancements in 2025, including first-party data matching with Snowflake’s Data Clean Rooms, expanded co-viewer activation, and onboarding more SSPs (supply-side platforms) and DSPs (demand-side platforms).
OzTAM CEO Karen Halligan said, “Our consultations have shaped VOZ Streaming into a streamlined, universal solution for BVOD trading. This launch aggregates BVOD inventory at scale and represents a significant innovation as we prepare for VOZ as a trading currency on 29 December 2024.”
Karen Halligan.
MFA CEO Sophie Madden added, “VOZ Streaming is a major step in cross-platform trading, providing unified demographic metrics for advertisers. In today’s fragmented media landscape, industry collaboration is essential for creating unified solutions.”
Leading SSPs and DSPs, including Magnite, Microsoft Advertising, and The Trade Desk, have been integral to developing VOZ Streaming, with more platforms expected to join in 2025.
Magnite’s Yael Milbank commented, “VOZ Streaming is a revolutionary development in how BVOD is traded programmatically in Australia. We expect it to drive BVOD investment, particularly with co-viewing capabilities.”
The Trade Desk’s James Bayes said, “Managing campaigns across screens is complex. VOZ Streaming simplifies TV planning and measurement, improving outcomes for advertisers.”
Microsoft Advertising’s Mark Serhan added, “VOZ Streaming standardizes BVOD trading and measurement, enhancing the buying process and advancing total TV measurement.”