Nielsen expands mobile consumer behaviour and total audience measurement
Nielsen recently said it has completed the acquisition of mobile usage measurement provider Informate Mobile Intelligence. The two companies have been working together for half a decade to leverage innovative smartphone metering technology for better insights into mobile device user consumption patterns. This has been particularly attractive for media, telecoms, eCommerce and consumer goods clients.
Nielsen acquires Informate
The deal enables Nielsen to improve its mobile consumer behaviour and total audience measurement portfolio within key markets globally. However, as a core focus, Nielsen will be aiming at Total Audience measurement in developing markets.
Erica Boyd, International Digital and Total Audience Leader, Nielsen, says:
“Around the world, we are increasingly seeing the need from media owners to better understand audiences across screens to drive programming and monetization decisions. Likewise, brand advertisers and their agencies are demanding transparency around who saw their advertising to drive efficiencies in media planning and buying. This acquisition allows us to combine assets from both Nielsen and Informate to respond faster to industry trends across international markets.”
Using Informate’s Mobile Intelligence measurement solution, Nielsen can now capture in-depth usage data on mobile screens, including tablets and smartphones for both iOS and Android, through opt-in smartphone panels.
Prashant Singh, Managing Director, Nielsen India, agrees:
“The acquisition reinforces Nielsen’s commitment to Total Audience. This tighter integration between Informate’s usage data and Nielsen’s comprehensive understanding of the consumer better aids clients across various segments, including publishers, advertisers, content creators, aggregators and application developers. This allows Nielsen to empower clients to make better and faster marketing and media decisions in the mobile media measurement space.”
Nielsen now provides a full suite of solutions within the mobile space to sharpen mobile audience profiles as a critical component for estimating total smartphone viewing audiences. The integration also enables Nielsen clients to measure and fine-tune the reach of their smartphone customers.
Kedar Sohoni, President and Founder, Informate, adds:
“Given this surge of smart devices and apps in the market along with the increasing appetite for digital content, we are excited to combine Informate’s measurement technology with Nielsen’s rich understanding of consumers to provide clients around the world with an unparalleled view of the evolving digital landscape.”