Nielsen Expands Mobile Measurement
The Nielsen Company has announced that it is purchasing San Francisco-based Telephia, Inc., a provider of consumer research to the telecom and mobile media markets.
Nielsen said the acquisition of Telephia would improve its ability to measure and analyze consumer behavior and media consumption on all screens. Terms of the deal were not disclosed and the sale is expected to be finalized in the third quarter.
Telephia provides technology-based measurements of users behavior, product quality, network quality, consumer satisfaction and mobile media consumption. The company will expand Nielsen’s ability to measure the growing mobile content delivery business.
Susan D. Whiting Executive Vice President of The Nielsen Company said, "As media content increasingly moves from television to the personal computer to the ‘third screen’ of the mobile device, it is essential that we measure all platforms."
"Combining Nielsen’s worldwide strengths and measurement expertise with Telephia’s cutting edge research and measurement capabilities in the mobile content arena expands our capabilities in the vital, high-growth telecom and mobile media markets."
Nielsen recently said that its Nielsen Wireless service will begin measuring the number of people who use content services such as mobile Internet and mobile video and what impact this has on traditional media behavior. Nielsen plans to invest in and grow Telephia’s measurement products.
"The Telephia team is very excited to be joining The Nielsen Company," said Sid Gorham, President and CEO of Telephia. "With access to all the expertise, complementary products, and global resources of The Nielsen Company, Telephia will be able to better serve clients in the rapidly evolving telecom and mobile media markets."