Dutch to measure online video ads

On June 1, SKO, the Dutch organisation that measures viewing figures, will introduce – as a world first – complete audience data of commercials watched online.

For the first time, these data will give insight into viewing behaviour of the various groups of viewers when watching online videos.

These figures will gradually be implemented into the SKO figures. From next month, data from the video websites hosted by RTL, Ster (the sales organisation for the Dutch public broadcasters), SBS, Sanoma and Disney, will be offered. Later this year, the channels represented by BrandDeli (Discovery, Viacom, Fox) will be added.

For the first time there are now ratings for online video commercials and campaigns, answering questions such as who watch online? How much coverage and online GRPs are realised? SKO claims it will now deliver daily high-quality data on online campaigns for participating publishers.

“The addition of campaign data to the online audience is a fundamental step in achieving our goal: to understand both the individual range, and the combined range of video across all platforms, ” said Bas de Vos, director of SKO.

“The new data provides the first transparent, independently measured insights about the performance of campaigns. Not yet on the entire market, but it is an important first step and thus an invitation to all market players in online video to participate in this standard.”

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