VOZ: A critical breakthrough, but the hard work starts now

Industry Contributor 28 Oct 2019 - 3 min read

VOZ: A critical breakthrough, but the hard work starts now

By Sarah Keith, MD - Publicis Media Exchange

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Confirmation of the launch of VOZ by OzTAM in 2020 has been the most important announcement for advertisers in this year’s Upfronts. Access to this data will enable agencies to make the most out of all the quality content the TV networks have presented - allowing agencies to plan, buy and post analyse campaigns across platforms.

A world first, developed and built in Australia, VOZ will also allow agencies to integrate other datasets to ensure they can deliver advanced audience targeting. In addition, this virtual profile of Australian households and individuals is the first truly national view of Australia.

Key points:

Launching in Q1 2020
World-first cross-platform measurement
Designed and built in Australia
First truly national view of Australia

Even five years ago, an objective, independent, transparent and standard metric that all agencies and clients could use to evaluate cross-screen and cross-platform TV content seemed out of reach. But the meteoric take up of SVOD services and our growing desire to watch what we want, when we want it has changed viewing habits forever and galvanised the Australian TV market to push hard for measurement.

So why is it important? There was another key theme from the Upfronts, stated most directly by Nine regarding declining levels of advertiser investment across all of the FTA assets.

The quoted decline doesn’t take into account the linear audience decline, and I’m not sure anyone from buy side would still be in a job if they had suggested an extra 50 per cent inflation to their clients.

However, we will now be able to more accurately assess and price the performance of each network.

But there is still a way to go to make this happen. VOZ is a huge, cloud-based dataset and setting up access and tools to analyse this is a massive project. Every agency and holding company has bespoke tools and databases that need to ensure that they can process the numbers to ensure we are all looking at the same results.

While I applaud the TV networks’ decision to provide a system to agencies, I advise caution around “DSP” language for supply of inventory, as our expectation is for there to be an independent system available for agencies and networks alike.

Personally? I’m looking forward to more Masked Singer and MAFS, the new Holey Moley and of course the Olympics. For our clients, we’re looking forward to being able to plan, buy and post analyse on de-duplicated audiences delivered by broadcast content across all devices.