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Nielsen JV in Chinese Online Video Deal
China's burgeoning online video ad industry has taken a leap forward in measurement terms with the announcement of a deal between leading video site Youku and CR-Nielsen, the research giant's Chinese JV.
CR-Nielsen will use its AD Tracking system to perform third-party auditing on all in-video (pre- and post-roll) advertisements on Youku, which aims to promote the provision of transparent data for advertisers, and says it expects third-party audits to become standard in the industry.
Online video is growing in popularity among China's nearly 400 million Internet users, and its importance in the advertising mix is recognised but little understood, given the lack of an effective measure of the performance of crucial in-video ads.
Data will be provided in a form suitable for comparison with traditional television ad tracking data, and having secured this first and largest client for the system, the researcher will promote it to other sites as a measurement standard.
Youku has partnered with CR-Nielsen before - at the end of 2007 it struck a deal for the tracking of traffic on the site.
Web site (Chinese): www.cr-nielsen.com .
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