The Nielsen Company has launched two new Internet and mobile measurement services, the Nielsen Online and Nielsen Mobile, that enable it to provide clients with an integrated, comprehensive suite of measurement capabilities.
The company says these two new services will strengthen Nielsen’s ability to deliver comprehensive global measurement of consumer behavior across all media platforms.
Nielsen Online is comprised of the company’s Nielsen//NetRatings and BuzzMetrics services, which provide independent measurement and analysis of online audiences, advertising, video, blogs, consumer-generated media, word-of-mouth, commerce and consumer behavior.
Nielsen Mobile combines recently acquired Telephia, a provider of syndicated consumer research to the telecom and mobile media markets, with several existing Nielsen initiatives in the mobile market. Nielsen Mobile will use its unique measurement tools and large-scale, integrated consumer panels to understand and interpret the behaviors, attitudes and experiences of mobile consumers.
David Calhoun, chief executive officer of The Nielsen Company said, “As consumers experience media through different channels and technologies, it is essential that Nielsen measure and interpret that experience for its clients. With this new structure, we are prepared to focus with even more intensity on delivering the complete picture of consumer activity and behavior in the digital space and across all media platforms.”
Itzhak Fisher, former executive chairman of BuzzMetrics, will lead Nielsen Online as executive chairman of the service. The alignment of Internet capabilities under Nielsen Online will ensure that Nielsen continues to develop, grow and lead an industry supported by more than one billion Internet users worldwide, driving a $30 billion global advertising market with 73 percent of U.S. adults participating in online consumer-generated media.
Nielsen Online offers a broad portfolio of measurement capabilities that enable clients to make informed business decisions about their digital strategies, including Internet media and market research products, supported by patented technologies and innovative and proven research methodologies; panel-based and site-centric Internet audience measurement services; in-depth demographic data, online advertising intelligence, and user lifestyle information; e-commerce, search and transaction metrics, custom data, research, and analysis; tracking, analysis and measurement of consumer-generated media
More than 2,000 clients across 16 countries subscribe to Nielsen Online services, including advertisers, publishers, technology companies, advertising agencies, retailers and financial services organizations.
In addition to Mr. Fisher, Nielsen Online will be led by Manish Bhatia, president of global services and U.S. sales and a former executive vice president of Nielsen//NetRatings, and by Jonathan Carson, a co-founder of BuzzMetrics, who will serve as president of Nielsen Online’s international organization.
Sid Gorham, the former CEO of Telephia and a 20-year veteran of the telecom industry, has been named president and CEO of Nielsen Mobile. The creation of Nielsen Mobile solidifies Nielsen’s leadership position in the $350 billion mobile sector, where consumers are rapidly expanding the way they use mobile phones. Among the 237 million wireless subscribers in the U.S., 70 percent use their phones to text message, more than 32 million accessed the Internet on their phones last month, and 41 percent use their phones to send picture messages.
Nielsen Mobile’s technology-driven research provides insight into what mobile consumers think about brands, devices and services through technology that measures awareness, purchase intent, satisfaction, recommendations and loyalty.
More than 125 global companies in the telecom and mobile media markets rely on Nielsen Mobile for comprehensive measurement and analysis of mobile consumers, including mobile operators, device manufacturers, retailers, infrastructure vendors, investment analysts and content providers.
In addition to Mr. Gorham, Nielsen Mobile will be led by a group of former Telephia executives. John Forese, Jesse Goranson and Tom Stahl will be responsible for Product Management, Client Service, and Technology and Operations, respectively.