The single source online panel has been developed by Kantar Media and VINEX, the industry group of Netherlands online publishers. The service replaces the previous internet measurement contract operated by GfK.
“The Dutch media industry demands a new standard for measurement of all media consumed on the internet,” said Richard Asquith, Global CEO of Audience Intelligence, Kantar Media. “Our unrivalled experience in designing and operating hybrid measurement services is manifested in this latest milestone. Working in collaboration with comScore we are delighted to have delivered a superior panel which will provide both internet ratings for VINEX and the next phase of SKO’s blueprint for Total TV & Video rating by the end of this year.”
The panel of 5,000 individuals uses technology from comScore and Kantar Media to measure online behaviour on browsers and apps across all devices (tablets, smartphones and PCs).
The panel, dubbed Project NOBO, is the result of an alliance formed last year between VINEX and SKO, the TV & Video ratings body in the Netherlands. It includes all internet traffic and page content from participating publishers. Other sites will be added in early 2017 including Facebook, Google, Netflix and YouTube resulting in a complete view of all audience behaviour online across media.
“Today’s announcement heralds a new standard for internet ratings.” commented Bas de Vos, Managing Director, NOBO & SKO. “The alliance between these two bodies, realised through the NOBO project, will enable agencies, brands and media owners to manage media investment across TV and internet properties.”
The announcement came on the closing day of the asi TV Symposium, where presentations from industry bodies in Denmark and Norway shared roadmaps for contracts awarded to Kantar Media in recent months to deliver Total TV ratings.