Rentrak Is Tackling On-Demand Views

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Rentrak Corp., an information-management company developing audience-measurement tools, had developed a prototype of an ad viewership tool for the on-demand video platform.

The company debuted the tool at a recent media-research conference, and will bring the product to cable’s National Show in Atlanta next month.

The module is designed to track how viewers use ads, providing clients with real numbers on usage, not estimates, within 48 hours, said Ken Papagan, executive vice president of strategy and new business development. Current usage analysis takes about two months, he said.

Rentrak has already deployed OnDemand Essentials, an on-demand content measurement and analytical system. Rentrak counts nine Viacom Inc. properties (CMT: Country Music Television, Logo, Paramount Pictures, MTV: Music Television, Nickelodeon, Noggin, The N, Comedy Central and VH1), CBS, Music Choice, National Geographic Channel and NFL Network among its clients.

Bresnan Communications, Comcast Corp., Cablevision Systems Corp., Charter Communications Inc. and Insight Communications Co. are cable clients. They represent more than half of all U.S. households with on-demand capability.

That technology collects usage information from VOD servers. That data is encrypted with unique identifiers, and then compared with ZIP-plus-four demographic data to develop a demographic picture of the on-demand user. Last year, the current technology tracked 1.7 million VOD orders.

The new module is called AdEssentials Traker. Papagan said his company is seeking information from potential users on the current design and functionality. The software can be adapted for use on multiple platforms, including wireless applications and Internet-delivered TV.

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