– Qualified video audiences enhancing media buying and selling
– The IAB-endorsed qualified video standard is 2 seconds
SYDNEY AUSTRALIA, 4 JUNE 2019: Today, Nielsen and IAB Australia have launched qualified video audiences for tagged content within Nielsen Digital Content Ratings. Specifically, this means that publishers, broadcasters, agencies and marketers will now be able to understand reach and engagement through minimum video view time filters.
Monique Perry, Nielsen’s Managing Director Media & Sports said: “The team at Nielsen is thrilled to support the continued growth of digital video revenue with the introduction of audience viewing qualification standards within the Nielsen Digital Content Ratings currency. This enhancement enables both buyers and sellers an independent measure of the audiences viewing video content at both 2 second and 30 second viewing thresholds. This release aligns with the 2018 launch of Nielsen’s qualified ad audience solution in Digital Ad Ratings allowing for advanced evaluation of the interactions that consumers have with ads. We value the leadership from IAB Australia and their Measurement Council who commit so much of their time to driving quality, transparent digital measurement standards.”
Nielsen’s January 2019 preview data reported that on average 90% of audiences are viewing on-platform digital video content for 2 or more seconds. There has been minimal changes noticed in qualified time spent within Nielsen Digital Content Ratings.
The IAB-endorsed qualified video standard is 2 seconds. This standard mirrors the Media Ratings Council’s global ad measurement and emerging content measurement standards. It has been set with input from the industry and reviewed by IAB Australia’s Measurement Council with representatives from 16 different media organisations. It supports IAB Australia’s mission to drive confidence in digital advertising through high quality digital measurement.
Gai Le Roy, CEO, IAB Australia said, “The launch of qualified audiences with 2 second and 30 second filters in Nielsen Digital Content Ratings provides the market with a robust measure for media buyers and advertisers to make decisions. The IAB is pleased to be able to endorse these new data points which are in line with global best practice measurement quality standards. As marketers continue to embrace digital video ad investment opportunities, this quality measurement data will not only give them more confidence in planning but it is also a solid step towards cross screen audience measurement.
Sophie Madden, CEO Media Federation Australia added, “The MFA supports minimum view-time filters for digital video content. Our agency members are eager to have a more qualified reach and engagement metrics that more closely reflect engaged viewing online.”
Nielsen will further reinforce the IAB-endorsed 2 second video qualification standard through the removal of 0 second data in December 2019.
Today’s data delivery provides daily tagged data of 1 June. June 2019 tagged monthly data will be available on 11 July.
This announcement follows the release of qualified ad audiences in Nielsen Digital Ad Ratings in Q4 2018, which provides various audience thresholds, duration-weighting, viewability measurement and sophisticated invalid traffic filtration.