Yahoo7 signs Nielsen to measure online video audience
Yahoo7 has signed Nielsen to measure online videos on its site and will for the first time be able to provide figures on average daily unique browsers, average stream duration, stream views, completed streams and total time.
The online publisher said the move is a response to continued growth in downloading and streaming of online video in Australia.
Damon Scarr, Yahoo7 national media sales director, said: “Our advertisers are telling us they want reliable insights and intelligence on online video.”
According to Nielsen’s 2010 Internet & Technology Report, 41 per cent of Australian internet users download or stream videos, while a further 44 percent intend to increase their online video streaming and 33 per cent plan to download more online video content in the year ahead.
Matt Bruce, MD of Nielsen’s Australian online business, added: “In comparison to many other countries around the world, Australians are extensive users of online video. For the digital industry, this love of video represents vast advertising opportunities.”
Meanwhile, spend in online video advertising in the three months to the end of March was $5.7m, a slight rise from the $5.3m recorded in the fourth quarter of last year, according to the Interactive Advertising Bureau’s latest Online Advertising Expenditure Report compiled by PricewaterhouseCooper. The expenditure figure is an aggregate for all publishers, excluding Sensis.
Linkedin
…what took them so long?
User ID not verified.
Good move, but a move that every publisher should make with the introduction of video content.
User ID not verified.