Digital Content Ratings: An Overhaul of Video Marketing Metrics
Two industy behemoths are partnering to create a tool that will revolutionize the way we monitor online video metrics.
Adobe and Nielsen are developing a viewer reporting system that will allow organizations to determine exactly who is viewing their video content and where they are viewing from.
In mid-March of this year at the Adobe Summit marketing conference in Salt Lake City, Utah, Scott Smith, senior product manager for Adobe, provided attendees with some insight into the measurement system. The two corporations announced the project in October of 2014. Upon completion of the project, online video streamers will use a single Adobe-powered SDK (software development kits) to collec viewer data and deliver it to Nielsen and Adobe. Nielsen will then associate viewer information with demographics pulled from Facebook and various other sources to create comprehensie cross-device ratings that ratings that include rich demographic data. The measurements will be called Nielsen Digital Content Ratings and they will work for video, apps and even web pages. The ratings will be available to customers of both brands.
The launch date is set for Q3 of this year and will be available for desktop, iOS and Android platforms. According to Smith, customers will get the value of census-based measurements through a seamless implementation. Adobe and Nielsen anticipate that the ratings will be especially valuable for forecasting and ad sales. By providing broadcasters with a strong idea of how many views they'll get in key demographics, they can sell guaranteed views to advertisers.
"It's about putting video in front of the right demographic," Smith said.