Nielsen has announced its acquisition of Informate Mobile Intelligence, a provider of mobile usage measurement across key markets. Nielsen and Informate Mobile Intelligence had been working closely for nearly half a decade to leverage innovative smartphone metering technology to provide insights into evolving consumption patterns of mobile device users.
The alliance was able to expand its client base across multiple sectors including media, telecom, e-commerce and fast moving consumer goods during the time. The acquisition will help Nielsen enhance its measurement portfolio in the mobile space in key markets across Europe, Asia-Pacific, Latin America and Africa.
Nielsen’s primary objective from the acquisition of Informate is to enable Nielsen’s Total Audience measurement strategy in developing and international markets – measuring audiences where, when and how they consume content.
The Informate Mobile Intelligence measurement solution allows capture of accurate, in-depth usage data on mobile screens, including tablets and smartphones for both iOS and Android, through opt-in smartphone panels, which are already up and running in a number of international markets today.
Upon the addition of Informate’s solutions to Nielsen’s portfolio, the company now provides a whole suite of solutions in the mobile space. The integrated solution can gather more accurate and in-depth profiles of mobile audiences, which is critical for estimating total smartphone viewing audience in any market. It also allows Nielsen clients to measure and fine-tune the reach of their smartphone consumers.
Source: Marketing Interactives