‘Hundreds of millions of dollars will move quickly’: Foxtel Media’s Frain, Razorfish’s Tonelli and Tubi’s Fitch on AVOD’s next battlegrounds of frequency capping, measurement and personalisation

Australia’s AVOD wars are heating up. Foxtel Media boss Mark Frain reckons “tens if not hundreds of millions of dollars” will move in the next 12-18 months. User experience will win, making ad loads and frequency capping a key battleground. Razorfish boss Jason Tonelli warns that presents a new problem for publishers: As users hop from one service to the other, how will BVOD and AVOD players collectively manage frequency capping? “That will be the next frontier”. Brands are hungry to test the waters, adds Tonelli, with early adopters lenient on measurement. But down the track, measurement will need to be robust. “Is it OzTam or not? That is a debate we have to have.” Foxtel’s Frain says sitting outside of OzTam hasn’t stopped Foxtel writing revenue on Binge. Ultimately, per Tyler Fitch, head of Advanced TV & Partnerships at Tubi – which has amassed 50m AVOD subscribers – breadth of content, personalisation and UX will determine winners from losers. He thinks the former SVOD purists that once “scoffed” ad ad-funded models have some hard lessons ahead.

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