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2 Copyright © 2013 The Nielsen CompanyVISIT http://en-us.nielsen.com/sitelets/cls/digital/online-videocensus.html OR CALL 1-800-423-4511
WHAT IS VIDEOCENSUS?
VideoCensus is the first online video measurement
service to combine patented panel and census
research methodologies. It provides a syndicated
end-to-end accounting of audience size,
demographic composition, engagement and
competitive activity. VideoCensus delivers precise
information about audience consumption and
engagement in streaming media.
Using a technology and platform-agnostic data
collection system, VideoCensus objectively
measures all methods of streaming media delivery
regardless of the application, protocol or viewing
platform. VideoCensus – through its proprietary
combination of technologies that are continually
updated and improved as the industry continues
to innovate and grow – accurately and reliably
measures the entire market on an even playing field.
HOW DOES VIDEOCENSUS MEASURE ONLINE VIDEO STREAMING?
VideoCensus uses a mixed-model measurement
methodology that combines patented panel- and
serverbased metrics in a manner that measures
both tagged and non-tagged publishers on an even
playing field. Nielsen is able to do this by holding
constant as many metric calculations as possible
(see below for more details). Since not all publishers
are willing or able to tag, it is important that a
comprehensive syndicated service like VideoCensus
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provides an ‘apples-to-apples’ comparison between
tagged and non-tagged publishers to allow for unbiased
competitive market-wide rankings.
In VideoCensus, an individual publisher entity is either
measured passively (non-tagged) or actively (tagged),
never a mix of both—this is to avoid any chance of
double-counting.
PASSIVE MEASUREMENT
(NON-TAGGED PUBLISHERS)
• Leveraging Nielsen’s online panel, VideoCensus
passive measurement projects a site’s video
usage and reports on all sites that meet a
minimum panelist threshold
• Panelist activity is collected through the
proprietary Nielsen Online meter and that
activity is credited to the appropriate entity in
the Nielsen MarketView hierarchy (organized by
Parent-Brand-Channel)
• Passive measurement does not require
participation/tagging of the sites being measured
ACTIVE MEASUREMENT
(TAGGED PUBLISHERS)
• Leverages Nielsen’s online panel (like passive
measurement), but also collects highly accurate,
comprehensive counts and granular detail on
consumption by observing video player-based
communication with Nielsen
• Requires client participation to update video
players with the Nielsen video beacon
ONLINE VIDEO CENSUS: FREQUENTLY ASKED QUESTIONS ONLINE VIDEO CENSUS: FREQUENTLY ASKED QUESTIONS
3Copyright © 2013 The Nielsen Company
WHY DOES VIDEOCENSUS USE A MIXED-MODEL APPROACH TO MEASUREMENT?
VideoCensus’ mixed-model methodology is
believed to be ‘best of breed’ by combining the
benefits of both approaches and addressing the
limitations of a panel-only or census-only solution.
Census solutions are great at providing granularity
and measurement accuracy; however, it is very
difficult to ascertain unique viewer audience and
demographic compositions from tagged data
alone. Alternatively, panel-only solutions are
great at calculating unique viewer audience and
providing high-quality demographics; however,
panels cannot provide the level of granularity and
accuracy that tagging offers.
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HOW IS VIDEOCENSUS’ METHODOLOGY DIFFERENT FROM OTHER MODELS?
Although Nielsen is not the only vendor to employ
a mixed-model solution for syndicated video
measurement, it should be noted that Nielsen
was a pioneer for this measurement approach,
and VideoCensus was the first syndicated video
measurement product to use a mixed model. There
are some fundamental differences in how unique
viewers are determined between VideoCensus
(“panel-up”) and other models (“server-down”).
1.) VideoCensus’ unique viewer metric is strictly
a panel-based calculation that applies weights to
directly observed activity (for both tagged and non-
tagged publishers) that is projected to an online
universe estimate. Since VideoCensus calculates
unique audience the same way for tagged and
non-tagged entities, there is no methodological
‘disadvantage’ to publishers who elect not to tag.
2.) Other online video measurement models
calculate unique viewers differently depending
on whether or not the publisher is tagged. For
tagged publishers, the unique viewer calculation
is dependent on cookies as a base calculation.
A cookie deflation factor is applied to the cookie
count to adjust for duplication and other factors
that could artificially inflate the unique browser
count. For non-tagged entities, a different panel-
only-based model is used instead to determine
unique viewers.
ONLINE VIDEO CENSUS: FREQUENTLY ASKED QUESTIONS ONLINE VIDEO CENSUS: FREQUENTLY ASKED QUESTIONS
4 Copyright © 2013 The Nielsen CompanyVISIT http://en-us.nielsen.com/sitelets/cls/digital/online-videocensus.html OR CALL 1-800-423-4511
WHY WOULD A PUBLISHER WANT TO TAG?
Although VideoCensus methodology is designed
to measure tagged and non-tagged publishers on
equal footings, a publisher may still elect to tag
their video players because of the benefits (e.g.,
granularity and comprehensiveness) that tagging
offers. With tagging in place, a publisher may
elect to further segment their streaming traffic –
from what is possible with passive measurement
– by provisioning additional channels and/
or client defined entities (i.e., program/show
rankings). Also, because tagging provides a
census measurement of streaming activity from all
locations, it can provide additional visibility into
activity outside of VideoCensus’ currently metered
Home and Work panel.
IS A PUBLISHER AT A DISADVANTAGE IF THEY DON’T TAG?
Although tagged publishers benefit from increased
granularity, census reporting of stream views, and
scaled duration, unique viewers are calculated in
the same way as with non-tagged publishers.
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HOW DOES TAGGING AFFECT UNIQUE VIEWER METRIC?
Unique viewer (UV) calculation is not affected
by tagging. UV is calculated by:
1.) Observing the number of unique viewers
in a month who view streams within the panel
a.) for non-tagged sites, unique viewers
who view stream URLs are observed
b.) for tagged sites, unique viewers who
view tag URLs are observed
2.) Panel weights are applied to the raw counts
3.) Unique viewers are projected to an online
universe estimate
HOW DOES TAGGING AFFECT TOTAL STREAM METRIC?
Total streams (TS) is calculated by:
1.) Observing the number of total streams
fired within the panel:
a.) for non-tagged sites, stream URLs
are observed b. for tagged sites, tag URLs
are observed
2.) Panel weights are applied to the raw counts
3.) Total streams are projected to an online
universe estimate
a.) for tagged sites, total streams is also
adjusted to equal census streams for the entity
ONLINE VIDEO CENSUS: FREQUENTLY ASKED QUESTIONS
ONLINE VIDEO CENSUS: FREQUENTLY ASKED QUESTIONS
5Copyright © 2013 The Nielsen Company
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ONLINE VIDEO CENSUS: FREQUENTLY ASKED QUESTIONS
ONLINE VIDEO CENSUS: FREQUENTLY ASKED QUESTIONS
HOW DOES TAGGING AFFECT TIME SPENT VIEWING METRIC?
Time spent viewing (TSV) is calculated by:
1.) Observing the total number of minutes
viewed within the panel
a.) for non-tagged sites, duration is
observed from stream URLs
b.) for tagged sites, duration is observed
from tag URLs
2.) Panel weights are applied to the raw counts
3.) Duration is projected to an online
universe estimate
4.) A scaling factor is calculated at the
entity level by dividing census streams by
panel-projected streams
a.) for tagged sites, duration is also
multiplied by the scaling factor at the
individual stream instance level
HOW IS DATA SCALED FOR TAGGED PUBLISHERS?
At topline level for tagged entities:
• Total stream count will be equal to the
census stream count for the entity
• Total time spent viewing (TSV) will be equal
to the panel-projected TSV x the scaling factor
At the respondent-level for tagged entities:
• Total stream (TS) count will be equal to
panel-projected TS x scaling factor
• Total time spent viewing (TSV) will be equal
to the panel-projected TSV x the scaling factor
HOW ARE DEMOGRAPHICS ASCRIBED TO STREAMS AND DURATION AT CENSUS LEVEL?
For tagged data, panel-projected streams are
calculated for the demographic composition, and
then multiplied by the scaling factor to compute
total streams. Likewise, for time spent viewing
(TSV), panel-projected TSV is calculated for the
demographic composition, and then multiplied by
the scaling factor to compute total TSV.
6 Copyright © 2013 The Nielsen CompanyVISIT http://en-us.nielsen.com/sitelets/cls/digital/online-videocensus.html OR CALL 1-800-423-4511
HOW DOES VIDEOCENSUS ACTIVE MEASUREMENT WORK?
1.) YOU TAG IT
Publishers update their video player with
VideoCensus code, which triggers the viewer’s
browser to ping our server with the relevant details
– such as the video’s content and origin – when the
stream is viewed.
2.) WE MEASURE IT
The meter technology residing on the PCs of our
panelists sees the URL request and immediately
recognizes, records, and parses it. It extracts all
relevant information such as stream/program
title, program type, publisher name, and video
section. This provides accurate identification and
reporting of the content being viewed, because the
meter is recording the information supplied by the
publisher in the VideoCensus tags. This connection
to the panelist enables deep demographic and
engagement reporting as well as a true census
count of all activity worldwide.
3.) WE REPORT IT
VideoCensus delivers highly accurate, granular
reporting of online video consumption from the
US home/work audience. The tagging process
also allows us to report actual or “census-based”
counts in a syndicated service.
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HOW IS EMBEDDED VIDEO STREAMING CREDITED IN VIDEOCENSUS?
VideoCensus always credits the publisher
who delivers the video content, not the site on
which the content is viewed. For example, if a
YouTube video is embedded on a Facebook page,
VideoCensus would credit YouTube for the stream
view, not Facebook.
ONLINE VIDEO CENSUS: FREQUENTLY ASKED QUESTIONS
ONLINE VIDEO CENSUS: FREQUENTLY ASKED QUESTIONS
7Copyright © 2013 The Nielsen Company
ONLINE VIDEO CENSUS: FREQUENTLY ASKED QUESTIONS
ONLINE VIDEO CENSUS: FREQUENTLY ASKED QUESTIONS
WHAT IS THE TAGGING PROCESS?
Nielsen requires a full month of comprehensive and correctly tagged activity to actively measure an entity in VideoCensus.
Before an entity can be switched from passive to active measurement, the tag implementation must meet the deadlines
shown below:
CLIENT1.) Client completes Planning Documentation
3.) Implement Tags (by 10th of month)
5.) Modify Beacons as required
7.) Stream Count Verification and
Remaining Changes
NIELSEN2.) Send VideoCensus Tagging Variables
4.) Verify Beacons/QA (by 15th of month)
6.) Provide Stream Counts (by 20th of month)
8.) Switch Client to Active Measurement
(Requires 1 month of active measurement)
9.) Report Census-Enabled Data in VideoCensus
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8 VISIT http://en-us.nielsen.com/sitelets/cls/digital/online-videocensus.html OR CALL 1-800-423-4511
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 www.nielsen.com.
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.
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