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| Audio and video in today's online experience |
Measuring the online audio and video age |
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| As more and more online content is consumed through streaming audio (think online radio) or watching video (think YouTube) the relevance of the page view as a gauge of consumer engagement on your site is decreasing. Whilst understanding how many page views your site gets has been a relatively easy task, the ability to measure actual audio and video activity on your site, until now, has been far more of a challenge.
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Measuring online audio and video
However, as video and audio content is such a major part of today's online experience, we have now added the facility to measure it through the Nielsen//NetRatings SiteCensus Streaming service. This is a browser-based audience measurement tool that uses rich media-specific metrics to build a comprehensive picture of actual website streaming activity on your site. If you've ever asked any of the following questions, then the service could be for you:
- How many visitors have seen my site's streams today?
- Which video is attracting the most visitors?
- On average how long do viewers engage in a piece of audio or video for?
- What are the viewing trends of specific videos - daily / weekly / monthly?
- Where is my audio and video being launched from?
- Which audio and video are watched until the end?
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Today and tomorrow
Current clients will already notice, when logging-in, an additional tab labelled "Streaming" - this is the new module allowing you to obtain data and analysis of online audio and video content. The data you will be able to capture includes stream views, unique viewers, completed stream views, average stream duration as well as geo-targeting, launch page and technical analysis such as browsers and operating systems.
This is the first stage of your service enhancement and, over the next 12 months, Nielsen//NetRatings will be adding more metrics, allowing you to experience increased streaming measurement. You will also have an opportunity in the future to carry out surveys on specific Digital Audio Video (DAV) content, enabling demographic information to be analysed too.
To find out more about this enhanced new service please call Simon Beedell on 020 7014 0599 or email him by clicking here |
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| Guest Columnist: Rob Small, CEO and founder, Miniclip |
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More and more, advertisers have been opting to go the advergaming route, which essentially allows them to design a tailored game around a product or brand and directly target an engaged audience who will actually enjoy interacting with their product - in single or multiplayer modes.
Advergaming (also known as "in-game" advertising and branded gaming) is a win-win for the advertiser and the gamer as it offers companies a more interactive, enjoyable and totally integrated choice. It also includes the capability of direct purchases while gamers enjoy playing a free quality game. Advertisers can also choose to display their own games and extend them across gaming sites' networks, therefore, reaching an even larger audience.
Many of the world's leading brands from BP to Coca Cola, Disney and Gillette that have engaged in advergaming - racking up millions upon millions of game plays. Movie studios, in particular, are increasingly looking for new and unique ways to advertise beyond airing movie trailers because they want to allow eagerly awaiting fans to interact with the movie and the movie's characters before the film opens.
Pirates of the Caribbean: Dead Man's Chest, Superman Returns and Chicken Little are just a few of the popular movie launches that have included an original advergame creation.
The options for today's advertisers are limitless. My advice to everyone out there is to grab a coffee, sit back, relax, and play a good ad, because in the end everybody wins!
Rob can be contacted directly by clicking here
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The greatest affinity brands |
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Which websites have had the greatest affinity with men, women, under 18 year olds and twenty-somethings since the start of 2007?
Well, the most male-dominant brands online concern technology, gambling and video whilst for women it's cosmetics and for under-18s it's all about fashion and games.
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Which brands have the greatest affinity with men and women?
Whilst the Internet population is split almost equally between men and women, it's interesting to see the many sites that are completely dominated by one gender. It does seem to be a case of 'you are what you surf' with IT hardware and gambling featuring prominently amongst the most male-dominated sites and beauty products amongst the most female-dominated sites providing more ammunition for those who campaign against gambling due to its addictive nature.
- Tom's Hardware Guide, an IT news and reviews site, has the greatest affinity with men - having the most male-dominated (93%) audience
- Beauty product manufacturer, Liz Earle, has the most female-dominated (92%) audience
Fashion and games brands have greatest affinity with under 18 year olds
- Dressupgames.com has the greatest affinity with under 18 year olds. U18s make up 66% of Dressupgames' audience - almost four and a half times the share they have of the entire Internet audience (15%)
- Game sites account for five of the ten brands most dominated by U18s - fashion sites account for three
For twenty-somethings it's about careers, clubbing and eating!
- Graduate recruitment site, Milkround, has the greatest affinity with 20-29 year olds. They make up 86% of Milkround's audience - four and a half times the share they have of the entire Internet audience (19%)
- The top ten brands for twenty-somethings contain two career sites, two clubbing sites and a site each on eating in or eating out
The indexes provide an excellent snapshot of what modern life involves for the different age groups and the crucial part the web plays within this. For kids and teenagers it's all about games and fashion whereas for twenty-somethings it's a rich tapestry of finding a job, going out clubbing and eating, shopping, making new acquaintances or even finding time to get married!
To read the full press release containing all the Top 10s just click here
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