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| Experts calls for better streaming video metrics |
| Monday, 10 May 2010 00:00 |
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More research into the potential of online video advertising will help the platform attract investment from traditional marketing channels, an expert has said.
Jamie Estrin, managing director of Web TV Enterprise, the UK's largest premium online video advertising network, explained that although the market is witnessing yearly growth, reliable metrics need to be produced if more TV advertisers are to be attracted. Mr Estrin pointed out that if online video advertisers want to secure a piece of the £32 billion TV market they need to produce advanced research on the incremental reach that video delivers to TV buyers and improve their overall understanding of the platform. "It's so early in this market that we haven't got a defined measurement system where you can compare buying ratings, reach and frequency of traditional TV against online, so any research on this is really interesting," he said. Earlier this week, Nielsen announced that it has acquired GlanceGuide, a leading streaming video analytics and technology company that provides information about who is watching online video every day.  |