B&T reposted this
"Feels like the longest drumroll on record" is how one media agency exec described the announcement that VOZ – a single measurement system and currency for TV & BVOD – is finally being launched. Better late than never. The broad consensus is that media buyers welcome VOZ because it will converge TV audiences across different platforms, geographies and devices to provide a singe source of truth. It eliminates audience duplication (which is currently a laborious process that relies upon multiple data sets) and should simplify how TV inventory is traded. One media buyer hailed the move and reckons it could make TV more appealing to advertisers because it provides a complete audience picture, rather than BVOD and linear silos. Will it be enough to stop TV budgets from shrinking? It's hard to say, but it should enable TV networks to present a more compelling and accurate total TV narrative going forward, and remove a lot of the friction in trading. Read the views of: Karen Halligan, Jay Malig, Elizabeth Baker, Carolyn Northcote, Nik Doble, Sophie Madden & Josh Faulks