LiveReach Media Buys Ad Targeting Specialist NewFusion

US-based Out-of-Home (OOH) ad analytics specialist LiveReach Media is expanding to Europe through the acquisition of a majority stake in Belgian digital signage ad targeting specialist NewFusion. Terms of the deal were not disclosed.

Mechelen, Antwerp-based NewFusion offers digital signage audience measurement solutions and services, using software that detects viewer gender and age group, and then delivers relevant ads on the screen. The tools also collect data which is saved, analyzed and reported to clients. The firm will join LiveReach Media, whose platform delivers real-time analytics of consumers at airports, cinemas, retailers, pubs and bars, restaurants and other public venues.

Following the acquisition, the companies will work together to establish and develop the European market for LiveReach Media's analytics and its advertising platform for place-based and OOH applications. Adi Jain, LiveReach Media's current VP of Product, will lead LiveReach Media Europe as Executive Chairman; with Vincent Nys, co-founder of NewFusion, serving as General Manager.

Steve Troyer (pictured), President and co-founder of LiveReach Media, comments: 'We have been looking forward to expanding our ability to bring our technology and solutions to European customers and joining forces with NewFusion positions us well for expansion in Europe and other international markets. When we first began working with NewFusion, we knew we had found the right team to help establish and launch LiveReach Media Europe'.

Web sites: www.livereachmedia.com and www.newfusion.be .