King's Funeral Home

The new Virtual Australia (VOZ) database is being positioned as the country’s first combined linear and online TV database, integrating both traditional TV set and connected device viewing data into one cloud-based database for improving audience insights and targeting. Specifically, it’s combining OzTAM TV ratings and Video Player Measurement (VPM) connected device viewing data together, insights that cover 7 million connected devices, actual viewing behaviour across more than 12,000 individuals in panel homes, and streaming TV meter data from 1300 TAM panel homes. On top of this, the new metric will include population information from more than 50,000 survey questionnaire responses per year for TAM services, plus Australian bureau of Statistics population data. VOZ has been 18 months in the making and will be rolled out from Q1, 2019. The new measurement has been developed by OzTAM in partnership with Nielsen. “There are 1.8 TV sets but a total of 6.6 screens on average, in Australian households, and people are using them to watch television throughout the day – inside and outside the home,” OzTAM CEO, Doug Peiffer, said in a statement. “Prime time is now any time and OzTAM is building VOZ to report total TV viewing.” With VOZ, the two companies said advertisers and media agencies will be able to create media plans encompassing TV inventory across all broadcast channels and devices, manage cross-screen campaigns, and overlay supplementary datasets on top of VOZ to further advance audience targeting. For example, anonymous profile data can be used to buy advertising on demographics, interests and needs. In order to rollout the new metric, OzTAM said it increased its TV ratings panel by 50 per cent last year, and installed streaming TV meters in 1300 panel homes. It’s also extended out the VPM service, which covers ABC, Seven, Nine, Ten, SBS and Foxtel channels, and plans to introduce demographics into the VPM reports by t...