Video Measurement Service Launched by Nielsen//NetRatings
Nielsen//NetRatings announced last week the availability of VideoCensus, a new online video measurement service. VideoCensus marks the first syndicated online video measurement service to combine panel and census research methodologies and provide end-to-end measurements of audience size, demographic composition, engagement and competitive activity.
“We are excited to bring the VideoCensus product to market and pleased with the enthusiastic client response,” said Manish Bhatia, executive vice president of NetRatings. “By harnessing the unique strengths of both panel and Web analytics measurement tools, we have a ‘best of breed’ service that can be used for planning and post analysis on the Internet.”
To facilitate reporting, online video publishers, technology providers and networks attach a simple piece of NetRatings code to their video delivery platforms. Once enabled, this code allows NetRatings to collect a precise census count of the viewing activity. The NetRatings desktop meter, deployed to hundreds of thousands of panelist PCs worldwide, further dissects and analyzes the video data to provide granular insight into viewer engagement with specific video channels, programs and clips.
“We have been impressed with the care that has been applied to the VideoCensus product,” said Jack Wakshlag, chief research officer for Turner Broadcasting System. “We believe it is superior to competitive syndicated video measurement products.”
“As an innovator in online video, it’s important that our data be presented accurately in the marketplace,” said Julie DeTraglia, vice president of Strategic Digital Research at NBC. “We like the transparency of the VideoCensus methodology because we know exactly what is being measured.”