Foxtel Exits Oztam: Are marketers being hoodwinked?

The Urgent Need for Independent, Reliable Cross-Media Measurement.  

In the shifting sands of audience measurement, Thursday’s announcement that Foxtel will be withdrawing from Oztam and launching its own audience measurement currency will spell turbulent times ahead for advertisers.

Very simply, more measurement means more confusion. As screens already account for a mammoth chunk of advertising budget allocations, marketers now find themselves at another crossroads. They’re compelled to stitch together an evolving metric patchwork to substantiate their campaign investments.

In such times, a touchstone of clarity and coherence is paramount. The industry is in need of it, but there hasn’t been a clear solution in sight, or has there been?

In this storm of changing metrics, Beatgrid emerges as the only single-source, cross-channel measurement tool devised primarily to deliver razor-sharp campaign and ad effectiveness insights. Its uniqueness? Beatgrid doesn’t serve as a trade currency, rather it independently cuts through the clutter to offer marketers a trustworthy cross-channel yardstick. A beacon that lets them decisively determine their campaign’s true impact.

Isn’t it time for advertisers to demand a more harmonized, logical, and primarily independent evaluation of their advertising investments? One that staunchly upholds their interests?

Beatgrid promises just that. With its new-wave audience measurement, brand uplift, and attribution solution, it bypasses the fallacies of mere claimed ad exposures and dubious statistical methods. The industry is starting to see the solution, on October 19th, Beatgrid announced its latest, a partnership with Omnicom-owned PHD Australia to address the growing need for accurate cross media measurement.

Since 2019, Beatgrid has successfully measured 500+ campaigns on behalf of more than 100 of the world’s largest advertisers. Whether it’s TV, SVOD, AVOD, YouTube, Radio, or OOH, the footprint of Beatgrid’s unparalleled single-source metrics has paved the way for cumulative savings in the hundreds of millions.  

Beatgrid’s enduring commitment is clear: Support the market in offering the best of independent cross-media measurement solutions in the rapidly changing cross-media landscape.

Beatgrid’s ANZ General Manager Cameron Curtis emphasized, “In today’s fragmented cross-media landscape, and with the lack of unified measurement, advertisers face the pressing challenge of determining which channels truly amplify their reach. With Beatgrid, marketers are unlocking actionable insights that have been missed by many. Our approach ensures that brands genuinely understand where their message grows and how it resonates. Those not leveraging such precise insights risk being left behind in this dynamic advertising era’.”

Source:  Beatgrid

  Beatgrid, Cameron Curtis