Nielsen and Japanese researcher INTAGE are forming a joint venture company called Nielsen-INTAGE DigtalMetrics, to develop cross-platform ad effectiveness solutions. The new firm will be officially launched on 1st April.
The new venture will combine the Nielsen Online Campaign Ratings solution and INTAGE's i-ssp consumer panel data. Users in Japan will be able to analyze consumers by segments such as brand ownership, purchase intent, lifestyle, residential area, age and gender, and analyse the impact of online advertising on purchase behavior and brand switching.
Toshihiro Fukutoku (pictured), who serves as MD of Nielsen Japan and is a director of the JV, says the JV is 'an exciting step for the future of consumer insights around cross-platform media consumption and purchase behavior.' He adds: 'We are thrilled to be working alongside INTAGE to help our clients gain the greatest understanding of consumer behavior and online advertising effectiveness.'
Web sites: www.nielsen.com and www.intage.co.jp .
All articles 2006-20 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.