Research firm Nielsen has partnered with marketing and media research firm Video Research Ltd to overcome audience measurement challenges for desktop and mobile advertising in Japan.
Video Research Ltd to help provide audience measurement metrics
Indeed, the swift expansion of smartphone penetration in the country over the last years has diversified the way in which consumers view media content and ads. The partnership aims to measure content and ad reach across Japanese mobile devices and PCs in order to create Internet audience measurement indices and ad effectiveness services for the market. The end goal of the partnership is to drive activation of the Internet media and ad market in the country.
Jun Miyamoto, President of Nielsen Digital, explains:
“The media sector in Japan has experienced unprecedented change in recent years, and our clients require new and innovative metrics which help them stay ahead of these changes. We are excited to commence this new relationship with Video Research, and look forward to shedding new light on the media habits of Japanese consumers.”
The move involves both companies making a cross-investment in the other. Together, they hope to create audience measurement metrics that integrate methodologies for online advertising, content and video, as well as explore opportunities for tech collaboration to push the integrative process and develop digital audience measurement indices and products.
Toshiyuki Endo, President & CEO of Video Research Interactive, adds:
“We are delighted to be working more closely with Nielsen Digital through this new partnership. The combined power of Nielsen Digital and Video Research Interactive’s audience measurement and analytics capabilities is unequalled, and this partnership will contribute to the development of Japanese media and advertising industry.”