Measurement services will include live audio and video content. Arbitron said the services will provide radio stations, other Internet broadcasters, advertisers and advertising agencies with unbiased, third-party measures that will facilitate the buying and selling of online and integrated Webcast/broadcast advertising packages.
Arbitron is soliciting data partners in the Internet and streaming media industries. Early commitments include Magnitude Network, Engage and Real Networks. The data partners will provide Web server log file data for analysis, as well as support and feedback for the development of industry accepted measurement standards.
“If you look at the state of Webcasting today, it becomes clear we are witnessing the birth of a new medium that combines the best attributes of both broadcast media and the Web,” said Greg Verdino, vice president and general manager, Internet Information Services, Arbitron NewMedia. “We intend to lay the groundwork for the measurement standards that will help this new medium solidify its position as a powerful new advertising channel.”
Magnitude Network has been providing Internet solutions to radio stations since 1995. The company’s key product is its Rad-Net solution. Todd Schmidt, president and chief operating officer, Magnitude Network, said: “The availability of sophisticated, unbiased audience reporting is a critical component to creating value inherent in broadcasters’ Internet strategies.”
Precision Profile-enabled online targeting technology from Engage will be used to enhance Arbitron’s measurement service. Global profiles from the Engage Knowledge database containing over 30 million anonymous user profiles can be used to identify and target streaming media users.
Arbitron, an international media and marketing research firm serving broadcasters, advertisers and advertising agencies in the United States and Europe, measures local radio audiences and develops qualitative measures of local U.S. consumers. Arbitron NewMedia provides Internet companies with online qualitative and survey research through its Northstar Interactive services, and markets its syndicated NewMedia Pathfinder study.
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