Research firm The Nielsen Company has bought GlanceGuide, a US-based video analytics and technology company. The purchase will see the research firm add a new ‘audience attentiveness’ metric for measure the impact of online video ads. GlanceGuide’s analytics capabilities have been integrated into Nielsen’s online video measurement tools to deliver more actionable daily insights to […]
Research firm The Nielsen Company has bought GlanceGuide, a US-based video analytics and technology company. The purchase will see the research firm add a new ‘audience attentiveness’ metric for measure the impact of online video ads.
GlanceGuide’s analytics capabilities have been integrated into Nielsen’s online video measurement tools to deliver more actionable daily insights to media publishers, agencies and advertisers. Nielsen clients now have access to better understand who is watching online video each day, and how consumers interact with online video content and advertising. GlanceGuide’s technology provides insights into how consumers interact with the video they watch online.
5/5/2010
This offering introduces a new Nielsen metric to the online video advertising industry– the attentiveness score— which aggregates key variables like viewing duration, video visibility, and audio volume to provide a composite ‘score’ for a piece of video content or advertising.
This acquisition also comes on the heels of Nielsen’s recent announcement in the U.S. to provide clients, through its “Extended Screen” initiative, with the ability to see how the same piece of content performed on TV versus how it performed online.
When combined with new demographic insights, the newly integrated solution enables media companies and advertisers to understand how different groups of consumers respond to online video and advertising, which in turn can feed into media sales & advertising optimization efforts.
“Nielsen is fully committed to providing our clients with actionable, comprehensive and immediate insights about online video consumption,” explains Dave Osborn, senior vice president of online product leadership for The Nielsen Company. “GlanceGuide is a leader and innovator in video technology and analytics, so this was a natural and exciting extension of Nielsen’s current offerings to the advertising community.”
“This is truly a match where the sum is much greater than the parts,” added GlanceGuide co-founders Indra Mohan and Desikan Jagannathan. “Our integration with Nielsen will enable media clients to better sell their audience, while providing marketers with the tools to improve the effectiveness of their advertising.”
www.nielsen.com
