NEWS1 June 2010

Yahoo!7 hires Nielsen for online video audience measurement

Asia Pacific New business

AUSTRALIA— Yahoo!7 has signed up Nielsen to provide it with online video audience measurement services.

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.”