Nielsen and IAB launch new digital video measurement filters

Josh McDonnell
By Josh McDonnell | 4 June 2019

Nielsen and IAB Australia have launched qualified video audiences for tagged content within Nielsen Digital Content Ratings.

This means that publishers, broadcasters, agencies and marketers will now be able to understand reach and engagement through minimum video view time filters.

Nielsen stated the launch was to enhance media buying and selling across digital video, and that it would continue to support the growth of digital video revenue with the introduction of further audience viewing qualification standards.

"This enhancement enables both buyers and sellers an independent measure of the audiences viewing video content at both 2 second and 30-second viewing thresholds," Nielsen's managing director media and sports Monique Perry says.

"This release aligns with the 2018 launch of Nielsen’s qualified ad audience solution in Digital Ad Ratings allowing for advanced evaluation of the interactions that consumers have with ads."

The IAB-endorsed qualified video standard is 2 seconds. This standard mirrors the Media Ratings Council’s global ad measurement and emerging content measurement standards.

It supports IAB Australia’s mission to "drive confidence "in digital advertising through high quality digital measurement.

"As marketers continue to embrace digital video ad investment opportunities, this quality measurement data will not only give them more confidence in planning but it is also a solid step towards cross screen audience measurement," IAB Australia CEO Gai Le Roy says.

"The launch of qualified audiences with 2 second and 30 second filters in Nielsen Digital Content Ratings provides the market with a robust measure for media buyers and advertisers to make decisions."

Nielsen will further reinforce the IAB-endorsed 2 second video qualification standard through the removal of 0 second data in December 2019.

Media Federation Australia (MFA) CEO Sophie Madden also endorsed the new minimum view-time filters, adding that its agency member were "eager" to have a more qualified reach and engagement metrics that "more closely reflect engaged viewing online".

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