Nielsen completed its acquisition of Informate Mobile Intelligence, a leading provider of mobile usage measurement across key markets.
\nThis operation will help Nielsen enhance its measurement portfolio in the mobile space in key markets across\u00a0Europe,\u00a0Asia-Pacific,\u00a0Latin America\u00a0and\u00a0Africa. The acquisition’s primary objective is to enable Nielsen’s Total Audience measurement strategy in developing and international markets measuring audiences where, when and how they consume content.<\/p>\n
The Informate Mobile Intelligence measurement solution allows for the capture of accurate, in-depth usage data on mobile screens, including tablets and smartphones for both iOS and Android, through opt-in smartphone panels. These panels are already up and running in a number of international markets today.<\/p>\n
With smartphone adoption growing, Informate’s knowledge and assets in the mobile space play a key role in enabling Nielsen to get to Total Audience internationally.\u00a0Kedar Sohoni, President and Founder of Informate said, \u00abGiven 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.\u00bb<\/p>\n
The integrated solution will calibrate and sharpen the profile of mobile audiences\u2014a critical component for estimating the total smartphone viewing audience in any market. Furthermore, the integration enables Nielsen clients operating in this domain to measure and fine-tune the reach of their smartphone consumers.<\/p>\n
\u00abAround the world, we are increasingly seeing the need from media owners to better understand audiences across screens to drive programming and monetization decisions,\u00bb said\u00a0Erica Boyd, Nielsen’s International Digital and Total Audience Leader. \u00abLikewise, 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.\u00bb<\/p>\n
\u00abThe acquisition reinforces Nielsen’s commitment to Total Audience,\u00bb said\u00a0Prashant Singh, Managing Director, Nielsen India. \u00abThis 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.\u00bb<\/p>\n
Image over the headline.-<\/strong>\u00a0Nielsen logo (PRNewsFoto\/Nielsen)<\/span><\/p>\n","protected":false},"excerpt":{"rendered":" Nielsen completed its acquisition of Informate Mobile Intelligence, a leading provider of mobile usage measurement across key markets. This operation will help Nielsen enhance its measurement portfolio in the mobile space in key markets across\u00a0Europe,\u00a0Asia-Pacific,\u00a0Latin America\u00a0and\u00a0Africa. The acquisition’s primary objective is to enable Nielsen’s Total Audience measurement strategy in developing and international markets measuring audiences …<\/p>\n