Nielsen Rolls Out Hybrid VideoCensus Tool

Nielsen has launched a 'hybrid' version of its online video measurement methodology, to track how people consume and engage with online video content from all locations, including mobile devices.

Nielsen's existing VideoCensus tool enables users to measure the size and demographic composition of audiences viewing video online, but only covers Internet activity from home and work locations. The new 'all location' tool captures streaming activity from every type of device and from access points outside home and work locations.

Dubbed 'Nielsen VideoCensus Hybrid', the service is based on a balanced panel recruited by RDD (random digit dialling), which is then combined with video player tagged data. Nielsen says the service covers 'all devices in all locations', and ensures that every publisher's site is reported in the same way, regardless of whether a site is tagged or not.

David Gosen, European MD for Digital, comments: 'Our VideoCensus tool now helps publishers sell more inventory by providing a more accurate view of their audiences across all devices. At the same time, it will equip advertisers and planners with a trusted independent measure of who's viewing their ads and content, helping them to manage ROI.'

Web site: www.nielsen.com .