Australia’s major free-to-air broadcasters – Seven, Nine and Ten – are gearing up to build an anti-YouTube advertising system that can seamlessly sell and run ads across their different television apps.
The traditionally fierce commercial free-to-air competitors’ goal is to unite what are known as broadcast video on-demand platforms – 9Now, 7plus and 10 Play, making advertising easier and more compelling to buy for big brands. OzTAM has been working on a new “Virtual Australia”, or VOZ, ratings system that is due to launch this year. VOZ will take data from a viewer panel as well as app, computer and smartphone signals to give a cross-platform view of what broadcasters call “total TV”., but building a new ratings system has proven difficult – it has been due to launch multiple times since then.
It is hoped the growth in viewing through apps will offset steadily declining audiences on traditional free-to-air television. New data released by the government on Sunday night found while 59 per cent of Australians watch free-to-air TV through an antenna each week, 53 per cent watch through on-demand apps.
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