Nielsen bolsters ad effectiveness capabilities with Vizu acquisition. Nielsen
NEW YORK — July 4, 2012—Nielsen, a leading provider of information and insights into what consumers watch and buy, has announced the acquisition of Vizu, a technology company that enables advertisers and publishers to assess and optimize online advertising effectiveness. This acquisition will build on Nielsen's online and cross-platform advertising campaign measurement and advertising solutions by adding real-time online effectiveness measurement.
Vizu's industry-leading solutions will be integrated immediately into Nielsen's product portfolio. Through its Brand Effect suite, Nielsen will now offer real-time reporting of online advertising performance broken out by media plan participant, frequency of ad exposure, advertising execution and targeting strategy. Real-time data will improve advertising efficiency by enabling in-flight optimization by advertisers and media companies. In conjunction with Nielsen Online Campaign RatingsTM, Nielsen will provide clients a more comprehensive understanding of the reach and resonance of their online advertising.
"We are committed to providing a complete understanding of a brand's end-to-end advertising campaign impact," said Steve Hasker, President, Global Media Products and Advertising Solutions, Nielsen. "Vizu has developed a best-in-class solution for measuring and optimizing brand advertising effectiveness online, which offers a powerful complement to Nielsen's cross-platform solutions for the advertising industry. We are pleased to welcome Vizu's talented team to Nielsen and are excited to work together to further evolve our Brand Effect product suite, and provide unparalleled capabilities to advertisers, publishers and agencies."
"Through quality measurement, publishers and advertisers can harness the power of online advertising and understand its true value in connecting with consumers," said Dan Beltramo, CEO, Vizu. "Nielsen is committed to cross-platform measurement and advertising solutions that enable better understanding of the consumer and greater advertising efficiency. We're confident that combining our advertising technology with Nielsen's capabilities and expertise creates a stronger proposition for our clients and the industry."
This acquisition is a continuation of Nielsen's recent advancements in cross-platform advertising measurement. Vizu's Ad Catalyst will be immediately available as part of Nielsen Cross-Platform Campaign Ratings and the Brand Effect suite to demonstrate an ad's reach and resonance across online and TV. Nielsen Cross-Platform Campaign Ratings leverages Nielsen Online Campaign Ratings and Nielsen's proprietary TV data to deliver unduplicated and incremental reach, frequency and GRP measures for TV and Internet advertising to allow for measurement of integrated marketing campaigns.
Commenting on the pending launch of Vizu's Ad Catalyst into the Australian market in July, Matt Bruce, Managing Director of Media at Nielsen said "We are very excited about bringing the Vizu solution to this market. Until now, the lack of a cost effective, accurate measurement of online campaign success along with real time measurement is something that has prevented brand advertisers from investing heavily in online. The addition of Vizu Ad Catalyst to our Advertising Effectiveness Practice in Australia later this month will deliver a true brand awareness measurement for advertising online".
Nielsen Holdings N.V. (NYSE: NLSN) is a global information and measurement company with leading market positions in marketing and consumer information, television and other media measurement, online intelligence, mobile measurement, trade shows and related properties. Nielsen has a presence in approximately 100 countries, with headquarters in New York, USA and Diemen, the Netherlands. For more information, visit www.nielsen.com.