NetRatings Debuts Census-Based Site Measurement Service

NEW YORK NetRatings has launched a census-based site measurement service that arms marketers and sales teams with third-party Web venue circulation figures.

Called SiteCensus, the service provides media companies, online publishers and other Internet companies with key metrics for sites with smaller audience sizes, including visitors, page views, time spent and demographics. It also delivers regional and local market tracking, along with gender, age and client-specified custom demographics.

“Since SiteCensus is a server-side approach to measurement, it will be able to report on Web sites with very small audience levels,” said NetRatings svp of business development Jed Meyer. “There will be minimum reporting levels for demographic data, but the page view and visitor counts will be drawn directly from a census count of actual visitors.”

NetRatings, a New York-based Internet audience measurement and analysis firm, is targeting smaller sites with this service, as well as domestic Web sites that derive a lot of traffic from outside of the home and workplace and international audiences. For instance, online newspapers may use this service to gauge their entire network of sites, or specific local content areas that may not meet the reporting cutoff for traditional panel-based measurement, said Meyer.

SiteCensus tracks the origin of a Web site’s visitors, including traffic from wireless and hand-held devices, Internet appliances, shared home and office computers, university PCs and other public terminals.

NetRatings is positioning the service as a complement to Nielsen/NetRatings’ NetView Random Digit Dial measurement service, saying that it will supplement larger size Web venues with different levels of site-centric analysis.

NetRatings, a part of Adweek parent VNU, created SiteCenus in partnership with SelectMetrics, a privately held Portland, Ore.-based company that creates online audience measurement technologies.

The service’s census-based measurements are provided through a page-tagging system. When encoded in any Web site page, the tag counts every page view and visitor, and also selects and surveys a representative sample of the audience.