Info and survey company Nielsen has acquired Informate Mobile Intelligence, a mobile usage measurement company, for an undisclosed amount. The acquisition will let Nielsen pad its measurement portfolio in the mobile space in Europe, Asia-Pacific, Latin America and Africa and employ Nielsen’s Total Audience measurement in international and developing markets.
Both the companies have been working together for about 5 years to provide insights into mobile consumption patterns via smartphone metering. The release states that together, the companies were able to expand its client base across sectors of the media, telecom, ecommerce, FMCG etc. Informate’s Mobile Intelligence measurement solution claims to capture in depth usage on Android and iOS mobiles, tablets and smartphones. (Example of a report here, from 2009.)
Related read: Shopping websites preferred over apps; Flipkart more popular: Nielsen – a report from 2013
Data from Facebook conversations:
In January, Nielsen announced that it would be integrating conversations on Facebook about television to its Nielsen TV Twitter ratings. It said that Nielsen Twitter TV ratings would be renamed “Social Content Ratings” and include conversations from Instagram at a later date.
Nielsen’s Social Content Ratings will only measure aggregate-level conversations on TV shows on Facebook and Twitter, meaning that it will only give ratings based on posts shared with friends and family which are made available to public. Re/Code points out that Nielsen won’t be looking directly at Facebook posts but Facebook will gather the data and presents it to Nielsen in aggregate form.
Last month, the Broadcast Audience Research Council of India (BARC) India received 11 responses for its request for information (RFI) to measure online videos from Kantar Media, IMRB, ComScore, Nielsen, MediaMetrie, Gracenote, Informate, GFK, Accenture, EY, eywa Media, Gemius and Verto Analytics. BARC India would issue the Request for Proposal (RFP) soon.
Digital ad measurement platform
In November 2015, Nielsen launched a digital ad measurement product called Nielsen Digital Ad Ratings. The tool would provide media buyers and sellers info on each advertising campaign to understand campaign tactics in order to optimise the campaign. The tool would also provide data like the who the ad is reaching, how it’s doing and consumer reaction across mobile, web and other screens, while the ad is live.
Instagram in India
Nielsen conducted a study called ‘Indians on Instagram’ based on the photo sharing app Instagram which stated 80% of the Instagram’s Indian users were mobile-first, using the phone to take pictures to post to social media. It added that more than 50 million out of the last 100 million users who joined Instagram were from Asia and Europe.