Ipsos has acquired LA-based hi-tech entertainment research specialist OTX (Online Testing Exchange) for an undisclosed sum.

OTX specializes in research utilizing technology to provide insights for the entertainment, advertising (traditional and digital), and consumer goods industries.

Ipsos Co-President Didier Truchot described OTX as a ‘next generation’ market research firm, whose expertise fits perfectly with his firm’s MediaCT (Media Content and Technology Research) and ASI (advertising research) services.

OTX was founded in 2000 by Shelley Zalis, who previously worked at ASI Market Research (now Ipsos ASI) and Nielsen Entertainment. After a meteoric rise it last year generated revenue of $60m via more than 200 staff in offices in Los Angeles, New York, Chicago, Cincinnati, Miami and London.

Last year, her company formed a new research practice focusing on youth and families.

‘The combination of global scale and innovation will truly move our industry to new heights and allow us to build research solutions and media models to better understand consumers today,’ states Zalis.
‘Ipsos is our perfect partner for leading the research evolution in the increasingly connected media, marketing and entertainment worlds.’

Web sites: www.ipsos.com and www.otxresearch.com .

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