in Data & Insights

Video and Widgets – Which Metrics Matter Most?

Today we announced that we are adding free video and widget capabilities to our Quantified Publisher program.  See our press release here.

Why? Brand advertisers are turning to the Web to reach the demographically attractive and highly engaged audiences that use online video, widgets, games and a whole host of social media applications.

To attract their share of these advertising budgets, Web publishers must be able to measure and clearly articulate the value of their networks, including their video and widget audiences.

Which audience metrics matter most?  Post a response below to let us know your thoughts.

Here are the metrics that we at Quantcast have made a priority.  The top four are part of the beta version of our service.  The rest are coming soon.

Click here to see what the Quantcast profile will look like.  Click here to join our open beta program.

Reach: Reach is a measure of the number of visits to a media element (and/or a page on which a media element is embedded) over a defined period of time.  We detail Flash-based media reach in daily, rolling 7-day and rolling 30-day periods.

We define a media element as any digital communication platform including videos and games, as well as web-based and downloaded desktop widgets.

Plays: Plays is a measure of the total number of times that a given media elements has been viewed, or interacted with, over a defined period of time.  We detail Flash-based media plays as a chart in daily, rolling 7-day and rolling 30-day periods.

Category: Category refers to the publisher’s classification of a given media element, such as comedy, sports, etc.  We report category as a pie-chart to highlight audience characteristics for different channels and other groupings of media.

Consumption: We define consumption as the duration of a video element divided by the period of time that a visitor spent viewing it.  We reflect consumption as a ruler that reveals both the total minutes consumed and the percentage of available media consumed.

The following audience metrics and attributes are coming soon.

Frequency: We define frequency as the number of times that a visitor is exposed to a given media element over a defined period of time.  Unless otherwise stated, our frequency figures relate to a 30-day rolling period.  We reflect frequency as pie-charts called ‘Audience Composition’ and ‘Share of Visits.’

Distribution: We define distribution as the verified presence of a media element on a given web page.  We reflect distribution as a list of live links.

Demographics: We make demographic assessments by combining panel and survey data with our Mass Inference algorithm.  The attributes we track include gender, age, the presence of children in the household, income, educational attainment and ethnicity (African American, Hispanic, Asian, Caucasian and Other).

Demographic attributes are reflected as indexes.  Click here to read about how to interpret a Quantcast index.

Lifestyle Assessments: We make lifestyle assessments by combining panel and survey data with our Mass Inference algorithm, as seen in our Siteographics.