IAB Takes Aim At Nielsen’s Video Measurement Standards

Woman hand using modern laptop computer to connect with live streaming video on social network
SHARE
THIS



Industry body the Interactive Advertising Bureau (IAB) has slammed the video measurement component of Nielsen’s Digital Content Ratings (DCR), claiming it fails to properly measure video audience reach.

In a statement, the IAB criticised Nielsen’s ability to measure off-platform content on Facebook.

According to IAB, Nielsen’s viewing standards are not robust enough to “calculate the audience-reach data that is needed for media buyers and advertisers to make accurate decisions”.

As well as this, IAB states Nielsen’s video standards are not in line with the recommendations published by the Media Ratings Council (MRC) Digital Audience-Based Measurement Standards in December of last year, which uses a minimum viewing time of two seconds in both on and off platform activity.

“Some publishers had started to track their Facebook video activity on the understanding that qualifiers would be introduced in 2018 however other publishers will be delaying this tracking until the qualifiers are in place,” the IAB’s statement says.

“Until the time qualifier is properly introduced, IAB Australia will only endorse video audience data which excludes Facebook secondary crediting for off-platform video content.”

Meaning, IAB Australia will only support the inclusion of the off-platform audience data by Nielsen once revised viewing qualifiers have been introduced.

Publishers have come out in agreement of IAB’s criticism of Nielsen’s video measurement, with Seven West Media chief digital officer Clive Dickens, News DNA MD Julian Delany and Nine Entertainment director of product and audience Roxanne Hoad all throwing support behind the bureau.

Speaking about its stance, IAB CEO Gai Le Roy said: “Audiences continue to increase their consumption of digital video and advertisers rightly continue to reinvest in this highly effective advertising option, so it is our responsibility to provide the market with the most accurate data possible.

“The IAB continues to support Digital Content Ratings’ independent 3rd party measurement for digital audience measurement as it offers world’s best practice for online audience measurement and is more inclusive of both long and short form video formats. However, there will be times when we will challenge and choose not to endorse particular metrics within the system. This is one of those times,” Le Roy added.

Despite the criticism of video measurement, the IAB is still supportive of Nielsen’s DCR product, which underwent a major upgrade in June.

At the time of the upgrade, Le Roy supported Nielsen’s DCR and its ability to measure off-platform video.

She said, “Australia is the first market globally to introduce a digital audience currency that has broad monthly ratings coverage across both text and video content for on and off-platform to give digital publishers – big and small – the opportunity to report their complete audience.

“Today’s release is a testament to the commitment from the IAB Measurement Council and the level of local digital industry collaboration to support independent, transparent and high-quality digital measurement.”

Please login with linkedin to comment

IAB Nielsen Video

Latest News

New Talent Agency, Liquorice Plants Roots In NZ
  • Marketing
  • Media

New Talent Agency, Liquorice Plants Roots In NZ

The brainchild of co-founders Gina Williams-Folau (main photo) and Greer Bland, the talent agency Liquorice was born out of a desire to make things easier for brand managers. Liquorice offers social talent for brands wanting to hit the sweet spot with Kiwi audiences. Launching with a roster of big names on board including Millie Elder-Holmes, Athena […]

Anglicare WA Makes Winter Chill Contagious In Campaign Via Wunderman Thompson
  • Advertising
  • Campaigns

Anglicare WA Makes Winter Chill Contagious In Campaign Via Wunderman Thompson

9000 Western Australians experiencing homelessness are about to face cold winter nights. To call for donations to the 2021 Winter Appeal, Anglicare WA has released a chilling video with renowned actor Liam Graham, best known for his starring roles in Greenfield and The Heights, experiencing mild hypothermia after spending one hour in a commercial freezer. […]

Blackmagic Design Helps Create Latest Ad For Chris Hemsworth’s Centr Fitness App
  • Advertising

Blackmagic Design Helps Create Latest Ad For Chris Hemsworth’s Centr Fitness App

Blackmagic Design has shared how its products were used to shoot the latest commercial campaign for Chris Hemsworth’s fitness training app, Centr. The new campaign, which promotes the progressive 10 week workout plan ‘Power’ replicates the same protocols used to prepare the actor for his latest appearance in the upcoming Marvel franchise film, Thor: Love […]

Webprofits To Aggressively Drive Airtasker’s UK Growth Plan
  • Marketing

Webprofits To Aggressively Drive Airtasker’s UK Growth Plan

Airtasker has chosen leading independent digital growth consultancy, Webprofits as a strategic partner to help them expand to new markets. Following a successful IPO in early 2021, Airtasker set its sights on the next strategic objective — expansion and growth in the UK market. After careful review, they partnered with the growth marketing specialists at […]

Cresta’s Awards See Upturn As Ad Spend Starts To Return
  • Advertising

Cresta’s Awards See Upturn As Ad Spend Starts To Return

Cresta Awards has announced that despite having a few more weeks before entries close, this year’s Cresta Awards has surpassed its entries for the whole 2019 Season. Cresta sees this as evidence, not just of evolution in its own awards but of a wider measure of industry confidence and resilience in many markets. The awards […]

Seattle, USA - Aug 19, 2019: The new Google building in the south lake union area at twilight.
  • Technology

Reports: Google Draws The Ire Of EU (Again)

B&T's editor takes great pleasure in an opportunity to use 'ire' in a headline, despite having no idea what it means.

by B&T Magazine

B&T Magazine