Australia’s three commercial FTA broadcasters are working together on a platform which would share de-duplicated data from BVOD consumers.
OzTAM – co-owned by Seven, Nine and Ten – is reported to be driving the project to develop the broadcast video-on-demand ad platform which they hope will take a share of Google-owned YouTube’s A$2 billion advertising revenue.
The Australian Financial Review’s Sam Buckingham-Jones says the goal is to combine the 7plus, 9Now, and 10Play BVOD platforms to make advertising easier and a better option for brands, and help stem declining revenues as linear TV falls out of favour with viewers.
Buckingham-Jones says TV representatives met major media agencies last week and issued non-disclosure agreements to adtech firms including Magnite, Xandr, and The Trade Desk ahead of renewed development discussions. They declined to comment.
It is thought the networks will want to be able to promote the platform at upfronts at the end of this year. Networks would need to share viewer data with OzTAM, so that the combined platform would be able to follow a viewer from one channel to another.
The project will address login issues which had been a challenge for individual networks, but had largely been dealt with by YouTube, which can target adverts to logged-in users based on their previous online behaviour.
A spokesperson for OzTAM said it had been “facilitating discussions” about a BVOD trading initiative on behalf Seven, Nine and Ten. “Those discussions continue as the broadcasters work to agree on the overall project scope.”
If successful, the project would be a world first, Buckingham-Jones says, letting advertisers target viewers across multiple networks without having to pay twice to reach the same viewers.
Omnicom Media Group chief investment officer Kristiaan Kroon said the product had been mooted before by the networks, having been first announced in 2018. “We think it has a lot of merit for advertisers. Controlling the data, in this case an ID, also makes strategic sense,” he told the AFR.
“We believe this is a positive for advertisers, because it will allow de-duplicated reach and frequency for BVOD and for BVOD plus linear TV. We would expect that over time clients would be able to match their data sets with this.”
The television networks – two of which are owned by news publishers– have accumulated reader/viewer data through their apps and associations with data sources such as FlyBuys, giving them millions of email addresses with which they can target advertising to individuals.
Working through OzTAM avoids the need for individual viewers to be addressed separately as part of a single campaign.