Nielsen has completed its acquisition of Ebiquity’s advertising intelligence business.
The sale was subject to UK Competition and Markets Authority approval, with the transaction officially closing on January 2, 2019.
The acquisition complements and broadens Nielsen’s existing capabilities in key countries - the UK, Germany, Australia and the US - and enables a more powerful offering, providing clients with more granular intelligence on advertising spend and creatives to differentiate themselves from the competition.
It will be business as usual for the services provided by Ebiquity to The Drinks Association and its members.
Nielsen noted that the acquisition demonstrates its continued commitment to its clients.
Nielsen's Pacific CEO, Justin Sargent said: "This is an exciting acquisition that demonstrates Nielsen's continued commitment to our clients. We look forward to working closely with the Ebiquity team over the coming months, to explore ways to complement their existing service to the The Drinks Association and its members.
"In addition, there will certainly be fantastic opportunities for the Ebiquity team to complement Nielsen's soon-to-be-launched liquor measurement service in Australia."
The new service - slated to be switched on in the coming months - will include core liquor measurement solutions, as well as fold in Nielsen’s global and broader measurement capabilities across sports, media and e-commerce services.
Nielsen’s Pacific Head of Product, Bernie Hughes, said the new liquor service is being built with the liquor industry’s needs at its core.
“Over the past 12 months, the team at Nielsen has held over 20 exploratory conversations with various stakeholders across the Australian liquor industry," he noted recently. "The very open conversations have allowed us to understand measurement pain points and requirements of the individual companies, as well as the broader industry, enabling us to build innovative and relevant solutions that are ready to take the liquor industry into the future.”
Nielsen is a Corporate Partner of The Drinks Association. CEO Georgia Lennon added: “We are pleased with the time that Nielsen has spent over the past 12 months getting to know our industry and our members’ needs. We encourage the industry to keep providing feedback on their needs and look forward to hearing more from Nielsen on their new liquor measurement service over the coming months.”
Sargent, said he is looking forward to Nielsen working more closely with the Australian liquor industry.
“The team at Nielsen are passionate about the Australian liquor industry and now is the right time for us to bring our global and local knowledge and capabilities to this market and support this industry for healthy growth into the future,” he concluded.