If youโre a lover of video content, youโre more than likely quite happy with the myriad options that are available today at the mere touch of a button. And while traditional television viewing still accounts for the vast majority of TV viewing, subscription video on-demand (SVOD) penetration in the U.S. is now even with DVR penetration. So as consumers continue to seek out engaging contentโand then watch it where and when they wantโpublishers of that content are becoming more interested in knowing more about them.
In a traditional viewing scenario, networks, content producers, marketers and brands are keen to learn about viewers because theyโre interested in optimizing their media spending with regard to advertising. In the SVOD space, however, advertising isnโt typically part of the equation. That, however, doesnโt nullify the need for accurate third-party audience measurement. In fact, as Peter Naylor, Huluโs senior vice president of ad sales, expressed to Megan Clarken, president of product leadership at Nielsen, at this yearโs U.S. Consumer 360 event, measurement is imperative in todayโs evolving ecosystem.
The good news for companies like Hulu is that Peringkat Iklan Digital Nielsen provides a comprehensive, next-day view of an adโs online and mobile audience in a way that’s comparable to Nielsen TV ratings. That means publishers, advertisers and agencies get real-time info for a real-time landscape.
