SeaChange International said it will add audience measurement tools to video-on-demand (VOD) services via a partnership with Nielsen Media Research.
The ability, to be available on SeaChange-powered VOD deployments, will enable cable operators to provide audited results to advertisers and ad agencies, the companies said.
The ability will also grow in importance as cable operators further expand their "free" on-demand libraries of sporting events, news, sit-coms and other ad-supported programming.
The partnership will use SeaChange's "Command Center" software, which cable operators already use to aggregate data about VOD streams and usage patterns. Nielsen will further analyze the data, opening the door to more targeted advertising insertions — another market that SeaChange is rapidly pursuing.
"Through our partnership with Nielsen we will make it possible to present VOD data in the context of the business of ad-supported television," said James Kelso, SeaChange's vice president and general manager, broadband systems, in a statement.
"With major cable operators implementing VOD technology, this is a natural area for Nielsen reporting," said Scott Brown, Nielsen's senior vice president, strategic relationships, marketing and technology, in a release.