Nielsen is further extending its online reach with the acquisition of online video measurement firm GlanceGuide, which it will use to provide advanced analytics for video served over the web.
GlanceGuide’s technology is designed to measure viewer engagement, and as such will offer a new metric for Nielsen clients: the attentiveness score. Based on a number of variables, such as viewing duration, video visibility, and audio volume, GlanceGuide can provide a composite score for an online video or ad. When combined with Nielsen’s demographics data, clients will be able to see how well their videos or ads are performing with different demographics.
The acquisition comes after a year-long partnership between the companies, during which Nielsen used GlanceGuide to provide more detailed information as to how viewers were interacting with videos online. Now it plans to extend those offerings to all its SiteCensus and VideoCensus clients, and has already integrated GlanceGuide’s analytics capabilities into its measurement tools.
Nielsen, which is best known for producing TV ratings through its panels, is trying to find ways to help its TV customers measure the effectiveness of video on the web. As more TV content has found its way online, the measurement firm has had difficulty matching online viewing with its traditional broadcast and cable ratings. As result, Nielsen said it would install 7,500 Internet meters into Nielsen family homes by the end of August.