Nielsen Holdings plc (NLSN - Analyst Report) expanded its total audience measurement services with the launch of Digital Content Ratings yesterday. The ratings will be fully syndicated beginning Sep 30.
It measures audience across digital content types - video, audio and text for all connected devices and is fully comparable to TV ratings. The company is working on introducing total content ratings.
Metrics Taken into Consideration
Nielsen’s Digital Content Ratings considers two metrics. One covers all video content (text, video and audio) as a whole and provides overall idea about audiences, time spent and reach. The other one provides a deeper insight into the video metrics such as average audience and time spent. Publishers can select the type of offering per their own discretion.
Nielsen appears to be getting good support from the industry with many names already on its client list. Syndicated clients include A+E, AOL, ABC, Discovery, Freeform, BuzzFeed, Kik, Gawker, Mashable, TasteMade, PopSugar, and Vice.
With Nielsen’s census data platform, next-generation SDKs, and new Cloud API powering the Digital Content Ratings, it could provide precise demographic daily numbers to digital and television publishers covering all connected devices.
The company has kept its methodology complementary to that of its Digital Ad Ratings so that marketers can plan based on content measurement as well as ad performance.
Zacks Rank and Stocks to Consider
Currently, Nielsen is a Zacks Rank #3 (Hold) stock. Better-ranked stocks in the broader technology sector include LinkedIn Corporation (LNKD - Analyst Report) , Autobytel Inc. (ABTL - Snapshot Report) and Yirendai Ltd. (YRD - Snapshot Report) , each sporting a Zacks Rank #1 (Strong Buy). You can see the complete list of today’s Zacks #1 Rank stocks here.
Linkedin has seen estimates for the full year rise over the past 60 days by more than 100%. For Autobytel, estimates rose 11.2% in last 60 days. Over the same period, Yirendai has seen estimates go up by 33.6%.
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