World-first, cross-channel industry endorsed audience integration
27 February 2024: Ipsos has partnered with OzTAM to today announce a world-first for cross-channel audience measurement, with the integration of BVOD* metrics into Ipsos iris, providing cross-channel video audience measurement across multiple devices and content types.
The integration of OzTAM’s data into Ipsos iris is a key innovation of the new IAB currency Ipsos iris and represents a significant and world-first industry collaboration between media industry measurement bodies.
For the first time, free-to-air TV networks will be able to provide a complete audience sizing for their digital video and media assets in a trusted currency environment. It also allows media planners to combine and compare BVOD audiences across devices, including connected TV sets (CTVs), with the breadth of media brand audiences, inclusively measured by Ipsos iris.
Media owners and agencies will be able to view the incremental reach of BVOD audiences when added to web and app audiences, across all devices in the Ipsos iris platform. It will also enable direct comparisons of audience profiles across all devices and content genres for BVOD audiences, compared to both web and app audiences. OzTAM’s BVOD data is sourced from OzTAM VPM (Video Player Measurement service) – Australia’s official measurement for BVOD content – with more than 16 million connected devices measured minute-by-minute daily, including CTV, mobiles, tablets and PCs. IAB digital web and app audience currency, which launched in March last year, is sourced from Ipsos iris’ 8000 device, industry-recognised, multi-device, single-source panel.
BVOD is a key component of VOZ, Australia’s Total TV reporting standard, which is set to become currency in 2024. VOZ brings together broadcaster viewing on TV sets and connected devices to provide all-screen, cross-platform planning and reporting for Australia’s television industry. Today’s announcement represents the beginning of expanded CTV metrics in Ipsos iris over the coming months, which are set to include streaming services, video sharing and social media platforms. As part of the immediate expansion of video measurement, Ipsos iris is now releasing audience data for video viewing on websites tagged by Ipsos iris. This means the video audience on tagged news websites can be broken out by device and demo profile.
Ipsos ANZ CEO, Simon Wake, said: “We are thrilled to partner with OzTAM to deliver a unique set of audience data that enhances the utility of Ipsos iris for cross-channel planning and commercial insights. Data fusion is the best way to retain the integrity and accuracy of audience currency measurement across media channels; it also avoids duplication of cost and brings collaboration and consistency across the media ecosystem. Ipsos has a global reputation for delivering innovation, and this audience data set is an important and world-leading development in audience measurement.”
OzTAM CEO, Karen Halligan, said: “OzTAM is pleased to collaborate with the IAB and Ipsos in defining the Australian video viewing landscape. Partnering with Ipsos to deliver this important new dataset for the media industry further cements OzTAM as the unique, official, and independent market measure for BVOD viewing in Australia.”
IAB Australia CEO, Gai LeRoy, said: “Industry-standard, cross-media audience data is vital to advertisers and agencies requiring both accountability and ways to evaluate opportunities consistently across media. Common standards within Ipsos iris and OzTAM for robust, transparent, and independent data have set the benchmark for successful cross-media measurement. This is another example of world-leading, Australian innovation in digital content measurement, which will ultimately assist advertisers to make smarter cross-screen investment decisions.”
Seven’s Director of Research and Insights, Audience Intelligence, Craig Johnson, said: “Seven West Media is excited to have the CTV data from OzTAM combined with the current Ipsos iris digital data. For the first time, the industry will be able to see the total online all-devices and content metric, showing the strength of Seven, 7plus, 7NEWS.com.au and The West Australian. This year has been a landmark year for audience measurement, with the launch of VOZ and now the incorporation of CTV data into Ipsos iris.”
Nine’s Chief Sales Officer, Michael Stephenson said: “Nine is pleased to welcome the integration of VOZ data into Ipsos iris digital ratings system. It is a huge advancement in showing the true reach and power of Australian publishers and their value to marketers. For the first time, there will be a single source of measurement across digital platforms that harnesses the world class measurement that OzTAM brings to life with VOZ, allowing advertisers to examine the audience reach of Nine’s total video and online content across 9Now, nine.com.au and our other digital assets. As the media landscape continues to become more fragmented, there is an increasing need for industry collaboration and I congratulate Ipsos and OzTAM for delivering this initiative.”
The enhanced Ipsos iris audience measurement data with the integration of BVOD data is available to subscribers now.
ENDS