Dutch ratings agency SKO will start 01 June reporting data on the audience of online ads and marketing campaigns in video content. SKO said this is a first for measuring data on target groups, devices used and reach of online video marketing. It will use a combination of panel and census data for measuring the commercials in its Video Integration Model.
Data for campaigns on RTL, SBS, Ster, Sanoma and Disney online channels is already available, and BrandDeli will be added in the autumn. It also aims to introduce this year a way to measure programmatic online advertising. SKO first started at the beginning of this year analysing online video content; it already reports for all the major broadcast channels in the Netherlands.