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BizReport : Internet : May 19, 2011

Nielsen reveals online video viewing measurement tool

A new tool aimed at helping advertisers in the UK more accurately target specific viewers of online video has been launched by Nielsen.

by Helen Leggatt

nielsen.jpgCalled VideoCensus, the online video measurement tool will help advertisers determine where best to reach particular demographics by providing data on the types of sites and content various age groups prefer, as well as their viewing habits.

"It's central to the development of UKOM, which was established by the IAB and AOP two years ago to help brands plan online campaigns by delivering the same targeted reach and frequency measures given by TV (BARB), radio (Rajar) and print (NRS)," writes NewMediaAge's Will Cooper.

Initial results from VideoCensus show that 26.9 million people in the UK viewed streamed online video from both home and work computers during April this year.

Men were found to consume almost twice as much online video content as women - 1.398 billion streams vs. 795 million. The most popular website in the UK for watching online video content is, unsurprisingly, YouTube with 19.5 million unique UK viewers in April, followed by the BBC (9.1 million), VEVO (5.3 million), and Facebook (4.4 million).

"Video-on-demand [VOD] audiences have been growing rapidly, driven by broadcaster investment and platform development," said UKOM general manager James Smythe.

"To support the VOD advertising model, the industry needs reliable people-centric measurement, especially with demographics to line up with traditional TV. Nielsen VideoCensus is a hugely important step forward in the measurement and understanding of TV audiences."

In 2007 Nielsen/NetRatings launched VideoCensus in the US.

Tags: audience mapping, online video, user behavior, video demographics, video metrics, video trends

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