Ipsos has partnered with OzTam to integrate broadcast VOD (BVOD) data into Ipsos Iris, IAB Australia’s digital audience currency, to provide cross-channel video audience measurement.
The partnership means 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, including connected TV (CTV), on the Ipsos Iris platform.
OzTam’s BVOD data is sourced from OzTam Video Player Measurement, Australia’s official measurement for BVOD content, with more than 16m connected devices measured daily, including CTV, mobiles, tablets and laptops.
Ipsos Iris, IAB Australia’s digital audience measurement currency, which launched in March 2023, is sourced from an 8,000-device, industry-recognised, single-source panel.
The news is the first step in Ipsos Iris’ expansion into CTV metrics and is set to include streaming services, video sharing and social media platforms.
Simon Wake, Ipsos’ Australia and New Zealand CEO, said: “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.”
Gai LeRoy, IAB Australia’s CEO, added: “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 make smarter cross-screen investment decisions.”
