Nielsen Doubles Down on Media Planning

Nielsen Thursday announced that it has completed its acquisition of Pointlogic, a global leader in marketing decision support systems that improve precision and allocation through innovative software. With clients in over 100 countries, Pointlogic software is integral to the media planning functions of agencies, media owners and advertisers.

The acquisition of Pointlogic further extends Nielsen’s data and planning assets across its Watch and Buy divisions, and advances the adoption of Nielsen Total Audience data, including Digital/Total Ad Ratings and Digital/Total Content Ratings around the world. Among the benefits for Pointlogic, the acquisition provides the opportunity to strengthen and better leverage the company’s product portfolio, which includes Bizpoint, Brandpoint, Commspoint, Pinpoint and Valuepoint.

Megan Clarken

Nielsen and Pointlogic formed a strategic alliance in 2014 to co-develop Nielsen Media Impact, an innovative tool using best-in-class media measurement, and advanced analytics that enable clients to predict the Impact of their plans on sales and brand equity before committing investments. Nielsen Media Impact delivers integrated Reach, Resonance and Reaction data in a single platform, helping clients improve their marketing effectiveness with easy to use software.

“This acquisition significantly enhances our clients’ ability to plan and execute with greater precision in today’s digitally enabled marketing environment,” said Megan Clarken, President, Product Leadership, Nielsen. “Together with Pointlogic, Nielsen is transforming the way clients reach, engage and activate consumer connections in the most effective way – with the brand and business outcomes they want to achieve.”