ONLINE VIDEOCENSUS QUICK START GUIDE JULY 2013

Transcription

1 ONLINE VIDEOCENSUS QUICK START GUIDE JULY 2013

2 ONLINE VIDEOCENSUS A comprehensive perspective on audience consumption and engagement of online video streaming. HOW DOES IT COMPARE TO OTHER PRODUCTS? KEY KEY DATA PRODUCT DESCRIPTION METHODOLOGY APPLICATIONS METRICS RELEASES A leading target marketing vehicle for online media planning, buying and selling Panel + Survey Profiling of ad supported sites Unique Audience Reach Index Quarterly Online AdRelevance A Nielsen Ad Solutions tool that measures online display and search advertising Probing Understand the online advertising landscape who, where, what, how Ad Impressions Ad Spend (Display only) Weekly Monthly Quarterly Online NetView A representative online panel with over 200,000 individuals that offers a comprehensive perspective on the online consumer Panel + Tag Analysis of consumer behavior, trends and detailed demographics Unique Audience Active Reach % Sessions Time Spent Page Views Demographics Weekly Monthly Online Video Census A comprehensive perspective on audience consumption and engagement of online streaming media Panel + Tag Online video audience size, demographic composition, engagement and competitive activity Unique Viewers, Active Reach %, Total Streams, Time Spent Viewing Monthly 2 VISIT OR CALL

3 TOTAL HYBRID DATA HOME WORK TOTAL Measurement of Home computer Measurement of Work computer Measurement of Home + Work + Mobile (collection of Total Hybrid data began in July 2011) Copyright 2013 The Nielsen Company 3

4 PASSIVE MEASUREMENT TRAFFIC ANALYSIS & SITE SELECTION Collect and credit streaming video activity based on stream URL observations Does not require site participation In the example below, the RTMP stream is affiliated to the specific panelist. That activity is then projected out to the appropriate scale for the panelist s demographic and credited to FOX network. STREAM REQUEST METERED PANEL AKAMAI SERVER STREAM rtmp://cp30727.edgefcs.net:1935/ondemand/flash/7f/ ab/7fab9c472f3b9c80afa5afc2d8fba9d a6 4 VISIT OR CALL

5 ACTIVE/TAGGING MEASUREMENT TRAFFIC ANALYSIS & SITE SELECTION Collect highly accurate, comprehensive counts & granular detail on consumption by observing video player-based communication with Nielsen Requires site participation In the example below, the panelist s PC communicates a beacon ping back to a Nielsen server each time the video is played, allowing the VideoCensus system to track the respondent-level activity (essential for audience, demographic, and duration reporting) via the panel while also collecting STREAM REQUEST a true census-based count of streams. Additionally, tagged content can be credited to a more granular level, such as by Program Name. METERED PANEL AKAMAI SERVER STREAM rtmp://cp30727.edgefcs.net:1935/ondemand/flash/7f/ ab/7fab9c472f3b9c80afa5afc2d8fba9d a6 NIELSEN SERVER xx=fox.com TV xx=fox Video Central: Prison Break xx=prison Break S3E2 Recap xx=content Copyright 2013 The Nielsen Company 5

6 REPORT TYPES SUMMARY A brief Standard metrics for a group, category, or client-defined sites HOW MANY VIEWERS VISITED VEVO LAST MONTH? TRENDING Trend audience metrics over 13 months HOW MUCH HAS ABC FAMILY S ACTIVE REACH INCREASED IN THE PAST 13 MONTHS? DEMO TARGETING Profile a site, site set or target audience against the demographic segments IF I BUY ESPN, FOX SPORTS, AND YAHOO! SPORTS, HOW MANY PEOPLE CAN I POTENTIALLY REACH? HOW MANY MEN CAN I REACH THERE? UNDUPLICATED AUDIENCE/OVERLAP Compare duplication or overlap between a group of sites IF I BUY ACROSS YAHOO!, MSN AND AOL, HOW MANY PEOPLE CAN I REACH? WHAT PERCENTAGE OF NBC S VIEWERS ALSO VISIT CBS? DAYPART Compare audience traffic by daypart WHICH DAYPART IS ESPN GENERATING THE MOST AMOUNT OF TRAFFIC? 6 VISIT OR CALL

7 PRODUCT HIERARCHY Online Video Census utilizes the hierarchy listed below. PARENT (P) Example: News Corp. Online A consolidation or group of businesses that are owned by a parent company; a parent contains at least one brand. BRAND (B) Example: Fox Networks Group An operating unit or subsidiary of a parent company; a brand may contain channels. CHANNEL (C) Example: Fox Broadcasting A website with editorial content that focuses on a specific view of interest, i.e. news, sports, or entertainment. Copyright 2013 The Nielsen Company 7

8 METRICS GLOSSARY UNIQUE VIEWERS Projected number of people who watched video streams. UVS % CHANGE FROM PREVIOUS MONTH Current month s data divided by previous month s data minus 1, expressed as a percentage (%). ACTIVE REACH % Percentage of all active online people who watched video streams. STREAMS Number of streams viewed. STREAMS % CHANGE FROM PREVIOUS MONTH Current month s data divided by previous month s data minus 1, expressed as a percentage (%). STREAMS PER VIEWER Streams divided by Unique Viewers. STREAMS PER VIEWER % CHANGE FROM PREVIOUS MONTH Current month s data divided by previous month s data minus 1, expressed as a percentage (%). 8 VISIT OR CALL

9 METRICS GLOSSARY SHARE OF STREAMS Streams for entity divided into Total Streams. TIME SPENT VIEWING (MINUTES) Total time spent watching video streams. TIME SPENT VIEWING % CHANGE FROM PREVIOUS MONTH Current month s data divided by previous month s data minus 1, expressed as a percentage (%). TIME SPENT VIEWING PER VIEWER Time Spent Viewing (minutes) divided by Unique Viewers. TIME SPENT VIEWING PER VIEWER % CHANGE FROM PREVIOUS MONTH Current month s data divided by previous month s data minus 1, expressed as a percentage (%). SHARE OF TIME SPENT VIEWING Time Spent Viewing (minutes) for entity divided into Total Time Spent Viewing. STREAMCENSUS GLOBAL Actual server-based count of total streams requested globally. Copyright 2013 The Nielsen Company 9

10 PRODUCT LOGIN 1.) Visit 2.) Select VideoCensus from the left. 3.) Enter your username and password, then click the Submit button. If you do not know your password, click link to request or reset your password. Type in your address and follow the instructions in the you receive. 10 VISIT OR CALL

11 Copyright 2013 The Nielsen Company 11

12 ABOUT NIELSEN Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related properties. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit Copyright 2013 The Nielsen Company. All rights reserved. Nielsen and the Nielsen logo are trademarks or registered trademarks of CZT/ACN Trademarks, L.L.C. Other product and service names are trademarks or registered trademarks of their respective companies. 12 VISIT OR CALL