Vinex & SKO Appoint Kantar Media to Deliver a Complete Picture of Online Audiences in the Netherlands

VINEX, the industry group of Netherlands online publishers and Stichting KijkOnderzoek, (SKO) the industry body responsible for the reporting and monitoring of viewing behaviour have expanded their contract with Kantar Media to measure all online viewing behaviour in the Netherlands, delivering a complete picture of the online consumer.

The announcement follows an alliance between SKO and VINEX and builds on Kantar Media’s hybrid measurement solution for SKO. The service will replace the internet measurement contract that has been operated by GfK.

As the internet continues to expand as a platform for accessing content across all media, the Dutch industry demands a new standard for internet ratings; the result - the Netherlands Online Bereik Onderzoek (NOBO). Bringing together online traffic and online video consumption into a single panel marks yet a further exciting step in delivering true cross device and platform reach.

“Accurate and transparent techniques in data science are essential for building a true picture of the online consumer” commented Richard Asquith, Global CEO of Kantar Media Audiences. “SKO and VINEX demand the most accurate, comprehensive view of the Dutch internet user and I am delighted that they have endorsed our sophisticated measurement system integrating panel and census data. We are committed to delivering a measurement service that meets the growing needs of the Dutch advertisers, agencies, broadcasters and publishers.”

Kantar Media will boost the existing panel by a further 30% to 5,000 individuals. The panel, using technology from both comScore and Kantar Media will measure online behaviour on browsers and apps across all devices (laptops, tablets, mobiles and desktops) - streamed and on-demand.

Bas de Vos, director of SKO commented “NOBO heralds a new standard for internet ratings and, will deliver significant benefits for the industry and our stakeholders. The possibilities for measurement of online video content and online video advertising for a larger group of media stakeholders will grow and will reinforce the quality of the figures and that of Video Total.”

Joris van Lierop, Chairman at VINEX said “NOBO and our cooperation with SKO builds a new foundation for VINEX. Today’s announcement will lead to a new standard for measuring and reporting online reach; a crucial component for all big media companies. I am very proud that VINEX is playing an important role in it.’