SBS On Demand has joined VOZ Streaming, Australia's first solution for enhanced multi-broadcaster programmatic BVOD trading.

VOZ Streaming, a product of OzTAM, provides advertisers with full access to Australia’s free-to-air commercial BVOD inventory. The inclusion of SBS On Demand in VOZ Streaming allows for demographically focused trading using a common OzTAM dataset.

BVOD now accounts for approximately 10% of Total TV minutes viewed weekly in Australia. Programmatic trading across 7plus, 9Now, 10play and SBS On Demand will enable advertisers to manage de-duplicated reach and frequency, and frequency capping.

"Over many years SBS On Demand has built an important position in the premium video market with a deep library focused on building audience and scale through BVOD-led shows like Alone Australia. SBS has always maintained a collaborative position in the market. We are very pleased to bring SBS On Demand into VOZ Streaming giving marketers access to the diverse audiences who regularly come to our platform," said Adam Sadler, SBS Director of Media Sales.

"Media agencies and advertisers have asked for an easier way to transact BVOD across broadcasters, and SBS On Demand’s inclusion in VOZ Streaming delivers that. Aggregating the scale of broadcasters’ BVOD inventory is more important than ever as we work towards Total TV trading via VOZ."

The move comes as SBS wraps the second season of Alone Australia, which has performed strongly for the broadcaster on BVOD. Seven episodes of the program each now have a Total TV reach of more than 1 million, with many episodes seeing around 40 percent of viewing coming via SBS On Demand.

BVOD viewing delivers significant reach in all demographics, particularly, younger audiences with 24% of 18 to 24 year-olds’ weekly broadcaster viewing exclusively on BVOD, OzTAM CEO, Karen Halligan, said.

"We welcome SBS On Demand into this important OzTAM innovation for the industry, which enables transacting on BVOD alongside the broadcasters’ own BVOD trading models," she said.

For Paramount Australia General Manager Data Insights & Analytics, Gareth Tomlin, welcoming SBS On Demand to VOZ Streaming demonstrates how effective the service is for the entire industry.

"SBS's decision also reflects OzTAM's extensive industry consultation and collaboration with our clients and agency partners as they have built this solution to meet their needs. VOZ Streaming will allow advertisers to control the reach and frequency of their programmatic campaigns across multiple platforms, backed up by the robust and independent VOZ data set," he said.

OzTAM is looking to encourage further streaming services into VOZ Streaming. The aim of VOZ Streaming is to introduce an industry-wide solution to enhance programmatic BVOD trading via a common set of OzTAM demographics, while managing reach and frequency across participating broadcasters’ advertising inventory.