Nielsen and IAB launch updated video view-time metric
After a complicated start to Nielsen’s foray into video measurement, the company has launched another version, this time with the endorsement of the IAB.
In August 2018 the IAB refused to endorse Nielsen’s video measurement metrics until a two-second qualifier was brought in. Nielsen responded by saying two-second qualifiers would be available in February 2019, but has only just rolled out measurement filters for viewers at both two-second and 30-second viewing thresholds.
The new qualified video audiences for tagged content inside the Nielsen digital content ratings (DCR) will allow publishers, broadcasters, agencies and marketers to access more specific data through the use of two-second and 30-second minimum video view time filters.
Nielsen will remove the zero-second data in December 2019. The new metrics will be available in the June 2019 data, released 11 July.
Nielsen managing director media and sports, Monique Perry, said the development would support the growth of digital video revenue inside the DCR.
“This enhancement enables both buyers and sellers an independent measure of the audiences viewing video content at both two-second and 30-second viewing thresholds. This release aligns with the 2018 launch of Nielsen’s qualified ad audience solution in Digital Ad Ratings allowing for advanced evaluation of the interactions that consumers have with ads,” said Perry.
“We value the leadership from IAB Australia and their Measurement Council who commit so much of their time to driving quality, transparent digital measurement standards.”
The completed video measurement metrics were meant to land in the market alongside the DCR but a number of snags created a delay in the video offering.
According to Nielsen, 90% of audiences view on-platform digital video for two or more seconds and there have been minimal changes noticed in qualified time spent within the DCR. The IAB-endorsed qualified video standard is two seconds.
The IAB standard is reflective of the Media Ratings Council’s global ad measurement and content measurement standards. It was reviewed by the IAB Australia measurement council with representatives from 16 different media organisations.
IAB CEO Gai Le Roy said the new filters create a ‘robust measure’.
“The launch of qualified audiences with two-second and 30-second filters in Nielsen Digital Content Ratings provides the market with a robust measure for media buyers and advertisers to make decisions,” said Le Roy.
“The IAB is pleased to be able to endorse these new data points which are in line with global best practice measurement quality standards. As marketers continue to embrace digital video ad investment opportunities, this quality measurement data will not only give them more confidence in planning but it is also a solid step towards cross screen audience measurement.”
Sophie Madden, CEO Media Federation Australia said agencies are keen for online metrics to reflect reality.
“The MFA supports minimum view-time filters for digital video content. Our agency members are eager to have a more qualified reach and engagement metrics that more closely reflect engaged viewing online.”
