Amazon ads joins Screenforce measurement

Prime Video to be available as part of Nationaal Media Onderzoek’s (NMO) reporting on ad-supported audiences

As of 1st August, Amazon Ads joined Screenforce, the Dutch marketing organisation for the TV and streaming industry. In doing so, Prime Video’s monthly ad-supported audiences will also be measured by the national media research organisation, Nationaal Media Onderzoek, which will begin reporting ad-supported (ad tier) viewing time across TV shows, movies and live sports.

Liset Van Oosterhout, General Manager, Amazon Ads Benelux: “We strongly believe all premium video should be measured together, transparently and independently. That's how advertisers make better-informed decisions. We're proud to join Screenforce and NMO and to contribute to that unified vision.”

Amazon Ads membership further strengthens Screenforce’s position as the representative organisation for the Dutch Total Video market. Prime Video’s arrival highlights the ongoing evolution of the video landscape, in which linear TV, broadcaster video-on-demand (BVOD) and other premium video environments are increasingly converging. Amazon Ads will also participate in the pilot project by Screenforce and NMO for Total Video campaign measurement, known as XCM.

Michel van der Voort, director, Screenforce: "The video market is evolving rapidly, and Screenforce is evolving with it. We are delighted to welcome Amazon Ads, a key player in the premium video landscape. Their membership strengthens our shared ambition to further promote the power and effectiveness of Total Video while providing the market with valuable knowledge and insights."

Prime Video will be included in the NMO Video Total audience measurement. This means that Prime Video viewing time will be reported alongside other premium video platforms, including Videoland, NPO Start and KIJK. As a result, the industry will gain an even more comprehensive view of video viewing behaviour in the Netherlands.

Patricia Sonius, director, Nationaal Media Onderzoek (NMO): "NMO’s strength lies in bringing the market together around one independent measurement standard that serves as the benchmark for media. The fact that Amazon is also joining NMO Video Total reinforces that position. By adding a major international video player, we are creating an even more comprehensive view of the Dutch video landscape. This provides advertisers, agencies and media owners with greater insight into the reach of premium video in the Netherlands. At the same time, this expansion demonstrates that our measurement methodology is capable of evolving alongside the video landscape."

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www.screenforce.nl

www.nationaalmediaonderzoek.nl

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