Videology teams with Nielsen to expand mobile video audience measurement


Details

Joseph O'Halloran

| 15 December 2015




Finding accepted measurement for new TV platforms has challenged the industry for a while but Videology and Nielsen have extended this to mobile screens.



The video advertising company has integrated its technology within Nielsen Digital Ad Ratings (DAR), which enables audience measurement across mobile apps in Europe. Available immediately to Ideology’s clients in the UK and France – and soon in Italy and Germany – the expanded integration will allow Videology to provide audience measurement validated by Nielsen. The result will be evidence of on-target delivery of advertisers’ campaigns both online and mobile apps, proving the effectiveness of video campaigns to advertisers in Europe

“Consumers are no longer just consuming TV-style video content via traditional TV, but are increasingly watching content across online and mobile devices, with at least 31.8 minutes per day spent on video viewing via smartphones,” explained Catherine Hallam, Videology director, EMEA product solutions (data strategy and analytics). “By integrating mobile tracking and optimisation into Videology’s solution with DAR, ... we will show the importance of using mobile video within TV budgets to reach audiences whose consumption habits are rapidly changing from TV to mobile devices.”