As reported yesterday in Clickz, Quantcast has added online video and widget audience measurement tools. The service enables publishers to measure the usage of videos and widgets on their Web sites. These free tools will report stats on all Flash-based media. This includes videos and online games as well as Web-based and downloaded desktop widgets.
The beta version of Quantcast's video and widget measurement service reports on reach, plays, category and amount consumed. It is expected that the complete offering will include measurements of frequency and distribution, as well as demographics and lifestyle assessments based on Quantcast's Mass Inference algorithm.
MetaCafe, Mochi Media, PictureTrail, RockYou and Slide are among the early beta program participants working with Quantcast's enhanced measurement capabilities.
With the rapid growth of video and the introduction of universal search, site owners are expected to need and demand more robust audience measurements that will allow them to justify expenditures for these new media and advertising that will be linked to them.