Nielsen is giving media publishers and marketers more confidence that videos, and the ads associated with them, will be tracked more accurately across various internet platforms. The measurement service announced this morning that it will count video views on Facebook, Hulu and YouTube.
Clients who opt in to the service will receive credit for views of videos distributed on Facebook and YouTube, while Hulu will provide select media partners with data on some of the content currently hosted on the streaming platform. Nielsen hopes this addition will demonstrate the true breadth of a publisher’s audience.
“The inclusion of video content distributed on Facebook, Hulu and YouTube in Nielsen Digital Content Ratings is a major accomplishment and part of our ongoing commitment to providing the industry with independent, comprehensive measurement of the evolving consumer landscape,” said Megan Clarken, president of product leadership at Nielsen. “Through capturing this audience, Nielsen is providing publishers, agencies and advertisers with a better picture of today’s media consumption, with comparable metrics.”
Nielsen will now present a side-by-side display of viewership across all platforms for TV and digital clients, allowing publishers to showcase all the ways people watch their digital content and provide agencies and advertisers with valuable data for more informed decision-making.
Digital behemoths BuzzFeed, Refinery29 and Mic are on board.
“Much of our content is being missed by traditional measurement tools, and Nielsen’s Digital Content Ratings allow us to count content views and viewers across our owned and operated properties as well as Facebook and YouTube,” said Edwin Wong, vp of research and insights at BuzzFeed. “With this new tool at our disposal we are able to have a clearer view of BuzzFeed’s true reach,” Wong said.
“At Refinery29 we are constantly speaking to our global audience of young women across myriad platforms,” said Bart Boughton, svp of revenue operations. “In order to reach this audience in a way that integrates with her lifestyle, we create unique content native to each platform. Having the ability to quantify this engagement is critical.”
“With Nielsen including Facebook and YouTube video consumption in Digital Content Ratings, we are getting a more complete picture of our audience, helping us to better tailor the news to our viewers and better articulate the strength of our audience to brand partners,” said Jonathan Carson, president of Mic.