Internet audience influence just got a lot stronger.
Nielsen is going the extra mile to assure media publishers accuracy when accounting for their video and ad statistics. The company has announced that it will be crediting Facebook, Hulu, and YouTube videos in its digital content ratings.
“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.”
Although the data are not set to be included into the company’s long-running TV ratings, it does give publishers a more detailed analysis to track viewership as well as the activity that third party advertisers experience across platforms.
“These are three of the biggest and most meaningful platforms for media companies and advertisers,” said Jessica Hogue, senior vice president of product leadership at Nielsen, in an interview. “We believe what we are providing here are audience insight and intelligence that advertisers can have confidence in.”
Rest assured that advertisers will be paying close attention to digital’s new numbers as some companies, such as Facebook, were under fire for embellishing their video statistics. But while this new system might have Facebook sweating, businesses like Buzzfeed, Mic, and Refinery29 are excited to be able to see just how far their sites can reach.
“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.
It’s fair to assume that even more digital companies will focus on their online video content following Nielsen’s decision.