OzTAM BVOD Data Added to Ipsos iris Aus Currency

In a deal described as 'a world-first industry collaboration between media industry measurement bodies', OzTAM audience data for BVOD - the streaming and catch-up services offered by TV broadcasters - is to be integrated into Ipsos iris, the approved currency of IAB Australia.

OzTAM is the Australian TV audience measurement body, and its BVOD data is sourced from its VPM service (Video Player Measurement), based on more than 16 million connected devices measured minute-by-minute daily, including CTV, mobiles, tablets and PCs. The organisation also produces audience estimates for broadcast TV (TAM) and Total TV (VOZ). Ipsos iris, rolled out in Australia last March, promises accurate data about the number of people who visit digital content, and the frequency and duration of their visits, tracking behaviour across desktops and laptops, smartphones, and tablets. The service combines metered data from a high quality, nationally representative, single-source passive panel of 8,000 devices with site-centric census measurement via media owner tagging. iris was launched in the UK three years ago as the industry standard for online audience measurement after measurement body UKOM selected Ipsos to replace Comscore.

The agreement will allow free-to-air TV networks to provide a complete audience sizing for their digital video and media assets in a currency environment. Media planners will be able 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; while 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.

As of now, Ipsos iris is now releasing audience data for video viewing on news web sites it has tagged, whose video audience can therefore be broken out by device and demo profile. Over the coming months, Ipsos iris is set to expand its CTV metrics further with the addition of streaming services, video sharing and social media platforms.

Ipsos ANZ CEO Simon Wake comments: '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 (pictured) comments: '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 Aus CEO Gai LeRoy adds: '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'.

Web sites: https://iris-au.ipsos.com , www.oztam.com.au and www.virtualoz.com.au .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.