Nielsen announced it has completed its acquisition of Informate Mobile Intelligence, a leading provider of mobile usage measurement across key markets.
Nielsen and Informate Mobile Intelligence have been working together for nearly half a decade to leverage innovative smartphone metering technology to provide insights into evolving consumption patterns of mobile device users. During this time, the alliance was able to expand its client base across multiple sectors including media, telecom, e-commerce and fast moving consumer goods.
As the world leader in providing insights to understand consumer behaviour and Total Audience measurement, the acquisition of Informate Mobile Intelligence will help Nielsen enhance its measurement portfolio in the mobile space in key markets across Europe,Asia-Pacific, Latin America and Africa. 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.
"Around the world, we are increasingly seeing the need from media owners to better understand audiences across screens to drive programming and monetization decisions," said Erica Boyd, Nielsen's International Digital and Total Audience Leader. "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."
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.
"The acquisition reinforces Nielsen's commitment to Total Audience," said Prashant Singh, Managing Director, Nielsen India. "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."
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. Kedar Sohoni, President and Founder of Informate said, "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."
With the addition of Informate's solutions to Nielsen's portfolio, the company now provides a full suite of solutions in the mobile space. The integrated solution will calibrate and sharpen the profile of mobile audiences—a 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.
