Going for gold: VOZ faces first test with Tokyo Olympics. Seven says advertisers cannot afford to underestimate its impact; Suncorp CMO eyes real-time results; OMG’s Horgan says it fundamentally alters planning
After years in development, the first weekly top line consolidated VOZ market reports land 22 July. On July 23, Tokyo will host the Opening Ceremony of the Olympic Games. For 17 days, Seven says it will reach nine in 10 Australian homes. Suncorp CMO Mim Haysom spies a huge opportunity for Olympics sponsor AAMI to test the new linear and digital TV measurement service – and bespoke creative – in real time. Seven is also using Adgile Media for real time tracking. Kurt Burnette, Seven’s Chief Revenue Officer, says early data shows major advertiser gains. “We’ve seen that 18-24 adds 15 per cent incremental reach, and 25-39, 11-12 per cent. We’ve seen those good percentage numbers… there’s no set path for this.” OMG CEO Peter Horgan says it will fundamentally change the data underpinning TV planning.
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