Nielsen: OTT measurements are coming
May 1, 2015

Nielsen has taken another step toward measuring video across different devices.
The measurement company has a new agreement with Roku to measure video advertising delivered through Roku streaming players and Roku TV, a first for over-the-top (OTT) devices.
Nielsen says the move will allow advertisers to buy video advertising on Roku with the same kind of audience guarantees available with traditional TV.
What it doesn’t mean, however, is that ratings will be available for individual programs or channels streamed on Roku.
The agreement is about measuring advertising, not content, and the initial phase will measure impressions and audience reach for age and gender demographics across all video and display ads for publishers that participate.
The company will report impressions for a number of categories, such as “computer,” “mobile” and “OTT,” and data from Roku will fall under the “OTT” category. As of now there are no plans to break out Roku as a discrete platform.
As the number of choices for TV viewers (linear and nonlinear grows), there will be further demand for measurements of digital sources. People have long clamored for ratings information for Netflix, but the company refuses to release it.
Tags: measurement, nielsen, OTT, ott service, over the top service, ratings
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