Nielsen devises online video measurement tool

Nielsen has unveiled the first industry-endorsed tool to measure online video viewing on home and office computers by audience size, demographic, location and the time spent watching streams.

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It is claimed the VideoCensus tool will help advertisers target particular demographics by offering information about the types of sites and genres certain age groups prefer and the average times of day they watch video.

Brands including Unilever, Marks & Spencer and Yahoo! have all championed video content as the key to building online engagement with consumers in recent months.

Nielsen says 26.9 million people in the UK viewed video streams from home or work computers in April 2011.

Men view 78% more online video than women, according to the first set of figures released from Nielsen’s VideoCensus. Of the 10 most popular sites for viewing video content online, only ITV and Channel 4 had more content viewed by women. YouTube is the highest ranked site overall.

VideoCensus is accredited by the UK Online Measurement Company, which is run by the Association of OnlinePublishers and the Internet Advertising Bureau.

UKOM general manager James Smythe says VideoCensus is an important step forward in the understanding of online video audiences.

He adds: “To support the video on demand advertising model, the industry needs reliable people-centric measurement.”

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