Nielsen acquires Informate Mobile Intelligence

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.Erica Boyd (pictured), Nielsen's international digital and total audience leader, said, "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."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.In the face of growing smartphone adoption, Informate's knowledge and assets in the area play a key role in enabling Nielsen to get to Total Audience internationally."This acquisition allows us to combine assets from both Nielsen and Informate to respond faster to industry trends across international markets," said Boyd.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."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.