Nielsen launches VideoCensus measurement tool

Online marketers wondering who is watching online video, when they are watching and what they are watching for now have a way to answer those burning questions. Nielsen//NetRatings has launched the VideoCensus tool, which measures audience size, engagement, activity and how the demographic is made up.

by Kristina Knight

Manish Bhatia, executive vice president of NetRatings said, "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 -- something no other information set offers."

VideoCensus uses the NetRatings desktop meter and SiteCensus content-tagging technologies to measure the use of online video. Here is how it works: video publishers attach NetRatings code to their delivery platforms. The code then reports viewing activity back to Nielsen. Once the viewing activity is logged, the NetRatings desktop meter analyzes the engagement for specific channels, clips and programs.

According to a recent Millward Brown study, brand awareness actually increases with the use of online video. The medium has exploded in the past year, however, many marketers worry that video ads will be skipped in favor of content. By being able to measure online video, the audience and demographics better, marketers are more likely to try this new medium.