OzTAM is promising to deliver advertisers and agencies access to multi-broadcaster BVOD (broadcast video on demand) inventory, aggregated at scale, with the launch of the new VOZ Streaming solution in market next Monday, 25 November.

The new service lands just in time for the long-awaited rollout of the VOZ trading currency, which is due to commence on 29 December after six years in development.

OzTam CEO Karen Halligan said VOZ Streaming was the result of extensive industry consultation and responded to calls for "a streamlined, universal approach to programmatic BVOD trading across the networks".

"VOZ Streaming is a testament to OzTAM’s commitment to developing new tools and data that empower broadcasters to maximise their audiences and enabling advertisers to effectively reach them. We look forward to welcoming additional streaming services into the VOZ Streaming ecosystem in the future.”

The new service will enable targeted trading using a common OzTAM demographic dataset, with a privacy-first approach, allowing advertisers to programmatically trade across 7plus, 9Now, 10 play and SBS On Demand. Together the broadcaster's reach around 11 million people on BVOD each month.

VOZ Streaming will also support the post-analysis of programmatically traded inventory using the VOZ Total TV database.

"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 Karen Halligan, OzTAM CEO.

"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."

Further enhancements to VOZ Streaming have been slated for 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," said MFA CEO, Sophie Madden. "By enabling unified metrics for demographics, this OzTAM led initiative introduces a new level of rigour in demographic measurement for advertisers."

The development and integration of VOZ Streaming have involved collaboration with prominent SSPs and DSPs, including Magnite, Microsoft Advertising and The Trade Desk.

"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," 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," said The Trade Desk ANZ General Manager, James Bayes. "And now, we're enhancing our market-leading solutions by introducing technical support for VOZ Streaming."

"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," said Microsoft Advertising Commercial Director, Media and AdTech Solutions ANZ, Mark Serhan.