Streamers to Launch Own Cross-Media Measure in Aus

In Sydney, Australia, streaming services trade body the Video Futures Collective (VFC) has announced a deal with Copenhagen-based measurement specialist AudienceProject, to develop what it claims is the country's 'first' independent cross-media audience measurement solution.

Six months old this month, the VFC champions Australia's digital video and streaming ecosystem, providing 'proof and articulation' on the positive contributions streaming video makes to driving media, marketing and business outcomes. Its founding members are Amazon Prime, Disney Advertising, Foxtel Media, Netflix, Samsung Ads, SBS, Vevo and YouTube.

AudienceProject's platform provides always-on measurement of advertising across markets and channels, promising advertisers accurate, deduplicated cross-media audiences in a fragmented and privacy-constrained ecosystem, along with 'a full funnel understanding of performance for campaign planning, optimisation, and evaluation.'

VFC says the new deal will begin the creation of 'a transparent, consistent, and privacy-safe view of campaign reach and frequency across participating video platforms.' AudienceProject already works across Europe, North America and Latin America, and the Australian roll-out will be speeded by using the same framework already developed elsewhere in the world. Six of the eight VFC members already use the system in international markets, which will all speed deployment.

Each participating video platform is expected to provide census-level campaign impression data, and the new offering promises users the ability to de-duplicate audiences reached by campaigns across streamers, as well as consistent metrics across the wider range of platforms.

The solution is expected to be live across participating VFC members from early 2027, with AudienceProject setting up an Australian audience panel to underpin demographic modelling and deduplication, and a local commercial team to support clients Down Under. Toby Dewar (pictured), Interim CEO of VFC says the news is 'an important milestone in the evolution of Australia's video market, addressing a longstanding need for independent, cross-media measurement that reflects how audiences consume video content today.'

Web sites: www.videofuturescollective.org.au and www.audienceproject.com .

The service will be seen as competing with Australia's official video audience measurement body, OzTAM, which is owned by broadcaster groups Nine, Ten and Seven. In addition to providing 'Total TV' currency data integrating broadcast viewing on TV sets with granular BVOD viewing on connected devices via its VOZ service, OzTAM also offer new data solutions such as Streamscape, giving an independent, unified view of Total Video consumption across broadcast, BVOD, and streaming platforms; and programmatic service VOZ Streaming.