SBS On Demand has joined VOZ Streaming to deliver advertisers full access to Australia’s free-to-air commercial BVOD inventory.
Programmatic trading across 7plus, 9Now, 10play and now SBS On Demand will enable advertisers to aggregate the scale of BVOD services while managing de-duplicated reach and frequency, and frequency capping, OzTAM said, as BVOD now accounts for approximately 10% of Total TV minutes viewed weekly.
SBS On Demand’s addition follows the BVOD success of Alone Australia season two, which wrapped up last night. The SBS show had episodes reaching a Total TV audience of over 1 million viewers; the series is among the most-watched shows on Australian BVOD.
Adam Sadler, SBS director of media sales, said: “Over many years SBS On Demand has built an important position in the premium video market with a deep library focused on building audience and scale through BVOD-led shows like Alone Australia. SBS has always maintained a collaborative position in the market. We are very pleased to bring SBS On Demand into VOZ Streaming giving marketers access to the diverse audiences who regularly come to our platform.”
OzTAM is working with broadcasters, media agencies, third party software suppliers and leading ad tech providers towards the launch of VOZ Streaming, with further updates to be announced.
“Media agencies and advertisers have asked for an easier way to transact BVOD across broadcasters, and SBS On Demand’s inclusion in VOZ Streaming delivers that,” OzTAM CEO, Karen Halligan, said.
“Aggregating the scale of broadcasters’ BVOD inventory is more important than ever as we work towards Total TV trading via VOZ. BVOD viewing delivers significant reach in all demographics, particularly, younger audiences with 24% of 18 to 24 year-olds’ weekly broadcaster viewing exclusively on BVOD. We welcome SBS On Demand into this important OzTAM innovation for the industry, which enables transacting on BVOD alongside the broadcasters’ own BVOD trading models.
“As more services are measured with VOZ, OzTAM is looking forward to welcoming and onboarding further streaming services in VOZ Streaming.”
Paramount Australia general manager data insights and analytics, Gareth Tomlin, added: “Welcoming SBS On Demand to VOZ Streaming demonstrates how effective the service is for the entire industry. Their decision also reflects OzTAM’s extensive industry consultation and collaboration with our clients and agency partners as they have built this solution to meet their needs.
“VOZ Streaming will allow advertisers to control the reach and frequency of their programmatic campaigns across multiple platforms, backed up by the robust and independent VOZ data set.”
The news of SBS On Demand joining VOZ Streaming coincides with the series finale of Alone Australia. The show had a Total TV reach of more than 1 million and the broadcaster reported seeing around 40 percent of viewing coming via SBS On Demand.
Across the series more than 4.2m Australians tuned in to Alone Australia season 2 filmed in the picturesque South Island of New Zealand.
Kathryn Fink, SBS’s director of television, called the show a “a ratings powerhouse for SBS.”
“This show is unlike anything else in the TV landscape – across both broadcast and SBS On Demand Australians were captivated by the experience of the participants as they braved the wilds of New Zealand’s South Island.”
Krzysztof Wojtkowski was named the winner of season 2 taking home the $250,000 prize.