Yahoo!7 hires Nielsen for online video audience measurement

Damon Scarr, national media sales director for the internet portal, said: “Advertisers are telling us they want reliable insights and intelligence on online video.”

According to Nielsen research, 41% of Australian web users download or stream videos, while a further 44% and 33% respectively plan to increase their use of streaming and downloading in the year ahead.

The latest figures from the Australian Interactive Advertising Bureau peg online video-based advertising expenditure at $5.7m for the first three months of 2010, up from $5.3m in the previous quarter.

Nielsen Online’s country MD Matt Bruce said: “As publishers such as Yahoo!7 commit to transparent audience measurement, the confidence of agencies, media buyers and advertisers will increase, translating to strong growth in online video advertising revenues.”