OzTAM has announced the launch of VOZ Streaming on 25 November 2024. This service provides an enhanced multi-broadcaster programmatic BVOD (broadcaster video on demand) trading solution tailored 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. VOZ Streaming will enable targeted trading using a common OzTAM demographic dataset with a privacy-first approach.
“Our extensive industry consultations have been instrumental in shaping VOZ Streaming, responding to the call for a streamlined, universal approach to programmatic BVOD trading across the networks,” said OzTAM CEO, Karen Halligan.
With BVOD viewing now typically reaching around 11 million people each month, VOZ Streaming empowers advertisers to programmatically trade across 7plus, 9Now, 10 play and SBS On Demand, aggregating the scale of BVOD services while enhancing the viewer experience through frequency capping, and gaining the ability to activate co-viewers to connected TV sets.
“This launch sees BVOD inventory aggregated at scale, representing a significant innovation for the industry as we continue to prepare for the launch of VOZ as trading currency on 29 December 2024,” added Halligan.
“VOZ Streaming is a testament to OzTAM’s commitment to developing new tools and data that empower broadcasters to maximise their audiences and enable advertisers to effectively reach them. We look forward to welcoming additional streaming services into the VOZ Streaming ecosystem in the future”.
VOZ Streaming will support the post-analysis of programmatically traded inventory using the VOZ Total TV database to reveal the incremental reach BVOD delivers to broadcast television campaigns. The service introduces a new transactional method for BVOD, while complementing existing direct and programmatic BVOD trading models provided by broadcasters and enhancing marketplace choice.
VOZ Streaming will be available in-market from 25 November 2024, with further enhancements introduced in 2025 including advertiser first-party data matching via VOZ Streaming’s partnership with Snowflake’s Data Clean Rooms environment; activation of co-viewers; and the onboarding of additional SSPs (supply side platforms) and DSPs (demand side platforms).
“VOZ Streaming marks an important milestone in the VOZ rollout and is a significant step forward in cross-platform trading. By enabling unified metrics for demographics, this OzTAM led initiative introduces a new level of rigour in demographic measurement for advertisers. In an environment where media fragmentation continues to increase, initiatives where we come together to innovate and create unified industry solutions are critical,” said MFA CEO, Sophie Madden.
The industry’s leading SSPs and DSPs have been involved in the development and integration of VOZ Streaming, including Magnite, Microsoft Advertising and The Trade Desk, with additional platforms set to onboard from 2025.
“It’s great to see such fierce competitors collaborate to create VOZ Streaming, producing a revolutionary development in the way that BVOD is traded programmatically in Australia. From our perspective as an SSP, we continue to see large BVOD volumes moving through our pipes and once implemented, we expect VOZ Streaming will provide a great opportunity to grow BVOD investment programmatically, particularly with the ability to account for co-viewing,” said Magnite managing director ANZ, Yael Milbank.
“We believe in the power of television and premium, professionally produced content to drive superior outcomes for our advertiser partners. Managing campaigns effectively across multiple screens and formats, from broadcast to BVOD, is increasingly difficult for marketers. At The Trade Desk, we build tools and work with leading industry partners to make planning, activating, and measuring TV easier across all its incarnations. And now, we’re enhancing our market-leading solutions by introducing technical support for VOZ Streaming,” added The Trade Desk ANZ general manager, James Bayes.
“Microsoft Advertising is committed to enhancing the value we deliver to our clients and the industry at large through innovative and privacy-first solutions like VOZ Streaming. As an end-to-end technology platform, we recognise the transformative impact of VOZ Streaming on the Australian advertising ecosystem. The standardisation of BVOD inventory trading and measurement through a common demographic data set streamlines the buying process and is a much-needed step towards a total TV measurement solution,” said Microsoft Advertising commercial director, media and AdTech solutions ANZ, Mark Serhan.
