Australia will soon 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.
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.
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.
Conceived and being developed in Australia by OzTAM in conjunction with Nielsen, VOZ will be securely stored in the cloud and progressively roll out from the first quarter of 2019.
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.”
Nielsen’s Head of TV Audience Measurement, David Ellem, added “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.”