Nielsen Acquires Video Analytics Firm GlanceGuide

Nielsen has acquired US-based video analytics and technology company GlanceGuide, and integrated the firm's advanced analytics capabilities into its own online video measurement tools.

Palo Alto, CA-based GlanceGuide was co-founded by Indra Mohan and Desikan Jagannathan. The firm's technology provides insights into how consumers interact with the video they watch online, and its hosted web video analytics service captures and analyzes feedback from each viewing event. The results are compiled in reports that display information from viewing time metrics to demographics.

Additionally, GlanceGuide has designed the 'Attentiveness Score', an index which aggregates variables like viewing duration, video visibility and audio volume to provide a composite 'score' for a piece of video content or advertising.

Nielsen says that the acquisition enables it to provide its clients with 'new and critical business intelligence'. This follows Nielsen's recent announcement in the US that it would provide clients, through its 'Extended Screen' initiative, with the ability to see how the same piece of content performed on TV versus how it performed online.

The firms say that when combined with demographic insights, their newly integrated solution enables media companies and advertisers to understand how different groups of consumers respond to online video and advertising, which in turn can feed into media sales and advertising optimization efforts.

'GlanceGuide is a leader and innovator in video technology and analytics, so this was a natural and exciting extension of Nielsen's current offerings to the advertising community,' stated Dave Osborn, SVP of Online Product Leadership for Nielsen.

Web sites: www.nielsen.com and www.glanceguide.com/company-video-analytics.html .