Nielsen//NetRatings Debuts Service That Compares Like Content

Share this article:
Internet audience measurement firm Nielsen//NetRatings yesterday announced a new service offering marketers a view of Internet user behavior according to content of the sites and sub-sites they visit rather than simply by URL, or Web site address.


Dubbed MarketView, the service, for instance, would allow marketers to monitor the demographics of traffic to the various sports sections of Yahoo, as opposed getting only a macro-view of the traffic to Yahoo Sports.


Or it would allow a potential advertiser to compare the demographics of, say, who visits MSN MoneyCentral to those who visit Yahoo Finance.


"What MarketView tries to do is aggregate things by similar content, and more akin to how marketers are going to market, either from a selling-advertising perspective or an attracting-visitors perspective," said Tim Meadows, executive vice president, Nielsen//NetRatings, New York. "The content is much more meaningfully organized."


Nielsen//NetRatings is touting the new service as a business-driven view of Internet behavior as opposed to a technical one.


The service is divided into three categories: parent companies, brands and channels.


A parent company, for example, would be Microsoft, a brand would be MSN and a channel would be MSNBC.


Nielsen//NetRatings defined a parent company as an organization, government agency, private group, corporation or other institution, which has controlling interest in the consolidation of each domain and URL within their company. A brand, according to Nielsen//NetRatings, may be a subsidiary or a parent company that has a consistent collection of branded online content.


The top 10 parent companies with the most overall visited collection of properties, according to Nielsen//NetRatings are AOL Time Warner, Microsoft, Yahoo, Terra-Lycos, About-Primedia, Amazon, Google, eBay, USA Network and Excite Network, respectively from top to bottom.


The top 10 most visited brands are Yahoo, MSN, AOL.com, Microsoft, Lycos Networks, Amazon, Google, Netscape, eBay, and Classmates.com, also respectively from top to bottom.


Nielsen//NetRatings monitors the Web surfing behavior of a panel of volunteers and extrapolates.


Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Customer Identity in the Digital Age

Customer Identity in the Digital Age

Industry experts explore the value in a person's cyber identity for marketers.

Epsilon Rebrands as End-to-End Marketing Solution

Epsilon Rebrands as End-to-End Marketing Solution

The goal is to flame the perception that technology and creativity live under one roof at the company, says President Andy Frawley.

Mobile Spend Vaults 76 Percent in First Half, IAB Reports

Mobile Spend Vaults 76 Percent in First Half, ...

Overall Internet ad revenues escalate by 15% to $23 billion, also fueled by increased activity in social media and video.