The digital nature of online content production and distribution makes measuring reach and success of new media campaigns significantly easier than traditional campaigns such as television and print. To make the process even easier, Neilsen is slated to start providing online video ratings too.
Nielsen Media Research is an influential organization that measures media audiences of television, radio, newspapers, and now online video. According to Steve Hasker, Nielsen’s president of Media Products and Advertising, the company has developed an incredibly accurate system for their new foray.
“It’s like a daily TV rating,” he said. “We measure every single impression. It’s not an estimate or extrapolation… It is unerringly accurate.”
With this new metrics service, a lot of the guess work is taken out of online advertising. It will be easier than ever to make sense of which views and impressions are genuine, and this could give advertisers insight on improving online video content for a wider audience.
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