New common demand-side platform for TV ad buying expected to improve planing, buying and measurement in video and TV
9Galaxy will become the technology underpinning a common demand-side buying platform (DSP) for the television industry after Australian broadcasters joined forces to agree to a unified platform for media buying.
The Nine platform-based solution will be complemented by campaign optimisation software from Day8 and is expected to be operational by mid-2021. The DSP will provide agencies with a single interface to buy television across platforms and broadcasters in the Australian market, a move the industry is claiming is a world first.
The platform will simplify the process for buying linear TV, live streaming and broadcaster video advertising on-demand (BVOD). It will allow advertisers to optimise reach across platforms and inventory through a combination of data and operational excellence, with the VOZ database the driving force of the initiative.
VOZ is a measurement database which combines audience metrics platforms OzTAM, RegTAM and Nielsen data to quantify audiences across linear television and BVOD, and is scheduled to launch in early 2020.
Utilising the VOZ database, the DSP will enable advertisers to buy linear television and BVOD against audience segments such as new car buyers or home loan intenders as well as age and sex demographics, according to TV advertising and marketing research outfit, ThinkTV.
ThinkTV CEO, Kim Portrate, said the agreement to adopt a common platform is a significant moment.
“The collaboration of broadcasters to select the technology to allow for a single platform to purchase TV speaks to the power of the TV business. The incredible impact of this move will be felt for years to come," she stated.
Media Federation of Australia chairman, Peter Horgan, also applauded the decision. “The combination of a unified purchasing platform and a cross-screen audience currency will enhance how we plan, buy and measure across video and television,” he said.
The next step is the creation of an independent body to oversee the DSP. The timeline to launch begins with a period of analysis, followed by design, build, test and implementation.
Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.
If the FANG (Facebook, Amazon, Netflix, Google) sector and their measured worth are the final argument for the successful 21st Century model, then they are beyond reproach. Fine-tuning masses of algorithms to reduce human touchpoints and deliver wild returns to investors—all with workforces infinitesimally small compared to the giants of the 20th Century—has been proven out.
Marketers have made strides this year in sustainability with the number of brands rallying behind the Not Business As Usual alliance for action against climate change being a sign of the times. While sustainability efforts have gained momentum this year, 2020 is shaping up to be the year brands are really held accountable for their work in this area.
As a Marketer, the ‘Scotty from Marketing’ meme troubles me.
In this bonus last episode of this new podcast series, BrandHook MD, Pip Stocks, talks with former ANZ group general manager of marketing, Louise Eyres, talks about the importance of thinking like a customer and using intuition to solve customer painpoints.
It's a pretty interesting article to read. I will learn more about this company later.
Dan Bullock
40 staff and 1000 contracts affected as foodora closes its Australian operations
If you think it can benefit both consumer and seller then it would be great
Simon Bird
Why Ford is counting on the Internet of Things to drive customer engagement
It's a good idea. Customers really should control their data. Now I understand why it's important.
Elvin Huntsberry
Salesforce CMO: Modern marketers have an obligation to give customers control of their data
Instagram changes algorithms every time you get used to them. It really pisses me off. What else pisses me off? The fact that Instagram d...
Nickwood
Instagram loses the like in Australia; industry reacts positively
I tried www.analisa.io to see my Instagram Insight
Dina Rahmawati
7 marketing technology predictions for 2016