收购将加速全球移动测量发展
Mumbai – March 11, 2016 – Nielsen has announced that it has completed its acquisition of Informate Mobile Intelligence, a leading provider of mobile usage measurement across key markets.
尼尔森和 Informate Mobile Intelligence 已合作近半个世纪，利用创新的智能手机计量技术，深入了解移动设备用户不断变化的消费模式。在此期间，该联盟得以在媒体、电信、电子商务和快速消费品等多个领域扩大客户群。
作为全球领先的洞察消费者行为和全受众测量公司，收购 Informate Mobile Intelligence 将有助于尼尔森加强其在欧洲、亚太、拉丁美洲和非洲主要市场移动领域的测量组合。此次收购的主要目的是在发展中市场和国际市场实施尼尔森的全受众测量战略--测量受众在何时何地以何种方式消费内容。
"在世界各地，我们越来越多地看到媒体所有者需要更好地了解跨屏幕受众，以推动节目制作和货币化决策。同样，品牌广告商及其代理公司也要求了解谁看到了他们的广告，以提高媒体规划和购买的效率。尼尔森国际数字和总受众负责人埃里卡-博伊德（Erica Boyd）表示："此次收购使我们能够将尼尔森和Informate的资产结合起来，更及时地应对国际市场的行业趋势。
Informate Mobile Intelligence 采用的测量解决方案可以通过选择加入的智能手机面板，获取移动屏幕（包括 iOS 和 Android 的平板电脑和智能手机）上准确、深入的使用数据。Informate 的专有应用程序可作为设备上的测量仪，帮助我们了解消费者如何使用移动设备，以及不同人群消费的各种内容。
“The acquisition reinforces Nielsen’s commitment to Total Audience especially in developing markets which are by nature, mobile-first. This will allow for tighter integration between Informate’s usage data and Nielsen’s comprehensive understanding of the consumer, to better aid advertisers, agencies and publishers,” said Prashant Singh, Managing Director, Nielsen India Region. “This would also help Nielsen empower its clients to make better and faster marketing and media decisions in the mobile media measurement space.”
随着智能手机的普及，Informate在移动领域的知识和资产在帮助尼尔森获得国际总受众方面发挥了关键作用。Informate总裁兼创始人凯达尔-索霍尼（Kedar Sohoni）说："鉴于市场上智能设备和应用程序的激增，以及人们对数字内容日益增长的需求，我们很高兴能将Informate的测量技术与尼尔森对消费者的丰富了解相结合，为全球客户提供无与伦比的不断变化的数字景观。
随着Informate的解决方案加入尼尔森的产品组合，该公司现在将能够在移动领域提供全套解决方案。这一整合将使尼尔森能够校准和锐化移动受众的轮廓--这是估算任何市场中智能手机收视受众总数的关键组成部分。这对该领域的客户来说是个好消息，因为这将大大有助于他们衡量和微调智能手机消费者的覆盖率。
ABOUT NIELSEN
Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers Watch and Buy. Nielsen’s Watch segment provides media and advertising clients with Total Audience measurement services across all devices where content — video, audio and text — is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen provides its clients with both world-class measurement as well as analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries that cover more than 90 percent of the world’s population. For more information, visit www.nielsen.com.
