VOZ super users: Delivering deeper campaign insights & reach beyond broadcast

Published mediaweek.com.au

Virtual Australia, or ‘VOZ’, brings together broadcast viewing on TV sets and connected devices to provide all-screen, cross-platform planning and reporting for the television industry.

“VOZ has proven that Australians are passionate viewers and increasingly watch content via catch-up and live streaming services such as 7plus,” Seven’s national sales director Natalie Harvey told Mediaweek.

She explained to Mediaweek that since the introduction of VOZ, broadcasters have been able to show genuine incremental reach across a combined broadcast and BVOD audience.

“As well we get a deeper insight into campaign performance from a total audience perspective rather than just the traditional siloed platform approach. VOZ also enables us to identify which shows perform the strongest on catch-up and which content performs the strongest in the moment or live.

When asked what this all means for advertisers and how they could be leveraging all this information, Harvey replied: “Advertisers have been demanding a measurement currency that provides a more holistic view of audiences across screens and now they will have that with VOZ. VOZ stitches together broadcast and BVOD viewing to get a holistic picture of content consumption and campaign performance across devices. It proves the incremental nature of BVOD audiences on top of broadcast, particularly against younger audiences that can be difficult for marketers to reach in high quality, highly engaging and brand-safe environments.”

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