• by Gavin O'Malley  @mp_gavin, May 8, 2007

In an increasingly video-driven online universe, Nielsen//NetRatings on Monday released a new syndicated measurement service, VideoCensus, which combines panel and census research methodologies to provide an end-to-end accounting of audience size, demographic composition, engagement and competitive activity.

"By harnessing the unique strengths of both panel and Web analytics measurement tools, we have a 'best of breed' service that can be used for planning and post analysis on the Internet," said Manish Bhatia, executive vice president, NetRatings.

The VideoCensus methodology employs two patented assets--NetRatings' desktop meter and SiteCensus content-tagging technology. To facilitate reporting, online video publishers, technology providers and networks attach a piece of NetRatings code to their video delivery platforms. Once enabled, this code allows NetRatings to collect a census count of the viewing activity.

The NetRatings desktop meter further dissects and analyzes the video data to provide granular insight into viewer engagement with specific video channels, programs, and clips.

Using a technology-agnostic collection system, VideoCensus measures all methods of streaming media delivery regardless of application, protocol or viewing platform. Through its proprietary combination of technologies, VideoCensus reports on viewing of cached content, peer-to-peer programs, and digital rights-managed video streams.

Troy Young, chief marketing officer of VideoEgg, said VideoCensus has already "given us the ability to get accurate counts of activity across our network, along with the panel-based demographic data we need to position our audience." Young noted that VideoEgg is now delivering more than 425 million video streams a month, across more than 70 social networking sites.