Nielsen Introduces Updated Video View-Time Metrics

Digital ad industry body IAB Australia has endorsed Nielsen for its introduction of video audiences for tagged content within its Nielsen Digital Content Ratings (DCR) service; enabling users to understand reach and engagement through two second and 30 second minimum video view-time filters.

Last year, IAB Australia elected not to endorse secondary crediting for video within Nielsen's DCR, following the company's admission that viewing time qualifiers for the product would be delayed until February 2019. IAB Australia stipulates that for someone to be included in video audience reach for a web site or app, they must have been qualified as having a minimum viewing time of two seconds in both on and off platform activity - in line with the recommendations published by the Media Ratings Council (MRC) Digital Audience-Based Measurement Standards. However, Nielsen has only now rolled out measurement filters for viewers at both two second and 30 second viewing thresholds.

According to Nielsen, 90% of audiences view on-platform digital video for two seconds or more, and there have been minimal changes noticed in qualified time spent within the DCR. Nielsen will further reinforce the IAB-endorsed two second video qualification standard through the removal of zero-second data in December, and the new metrics will be available in the June 2019 data, published on 11 July.

Gai Le Roy (pictured), CEO of IAB Australia, says Nielsen's launch provides a 'solid step' towards cross-screen audience measurement. '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. The IAB is pleased to be able to endorse these new data points, which are in line with global best practice measurement quality standards,' Le Roy adds.

Web sites: www.nielsen.com and www.iabaustralia.com.au .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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