OzTAM Appoints Digital Strategy Director

OzTAM Appoints Digital Strategy Director

OzTAM has appointed Padraig O’Donovan to the newly-created role of digital strategy director.

Margaret Fearn
Posted by Margaret Fearn

He will be responsible for developing and managing the company’s audience measurement diversification program as OzTAM moves towards reporting viewing of TV on other screens.

Padraig O'Donovan OzTAM b&w

Padraig O’Donovan

Mr O’Donovan joins OzTAM from Network Ten, where as Head of Digital Technology he helped deliver the network’s TENplay digital broadcast platform and led development of its HbbTV TENplay application.

OzTAM CEO Doug Peiffer said: “Padraig is highly regarded for his technical expertise and deep understanding of emerging trends in viewing television content on new screens, from the perspective of viewers, advertisers and broadcasters alike.

“His experience with multiple stakeholders, technologies and platforms will significantly bolster our team as we progress OzTAM’s audience measurement diversification program.”

Mr O’Donovan said: “I am passionate about how technology is enhancing the viewer’s experience across all platforms, driving greater audience engagement, and helping broadcasters monetise their digital assets.

“I am looking forward to deploying my client- and user-side experience as OzTAM works to measure and report audiences viewing television on new screens.”

For the past year OzTAM has been working to extend its in-home television audience measurement service to tablets and smartphones. To that aim, OzTAM conducted test trials with TV network server data assisted by external strategy consultants, IBB Consulting Group, led by Principal Consultant Kevin Dillon.

OzTAM is currently moving to more extensive trials using TV network server data and OzTAM’s own modelling based on its television audience measurement panels.

The goal is an affordable, robust system that captures viewing on mobile devices while maintaining the OzTAM currency on which Australia’s television industry relies.

Mr O’Donovan takes up his role with OzTAM on 11 August and will report to Mr Peiffer.