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Nielsen partners Video Research for digital audience measurement in Japan

Japanese firm Video Research has established a partnership with Nielsen to create a standard and common digital (PC & Mobile) audience measurement service for the Japan market.

The rapid increase of smartphone penetration in Japan in recent years has brought about more diversity in how consumers view media content and advertising. The VR and Nielsen partnership will measure the reach of content and advertising across Japan via PC and mobile devices, to strengthen Internet audience measurement indices and advertising effectiveness services for the Japanese market. The goal of the partnership is to drive further activation of the Internet media and ad market in Japan.

The partnership will involve both Nielsen and VR making a cross-investment in the respective company’s subsidiary organisations, Video Research Interactive Inc. (“VRI”) and Nielsen Digital Co., Ltd (“Nielsen Digital”). Under the newly formed partnership VRI and Nielsen Digital will create an audience measurement metric which integrates methodologies for Internet advertising, content and video, explore opportunities for technical collaboration to drive the integration process, and jointly develop digital audience measurement indices, and sell mutual products.

“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,” says Jun Miyamoto, President of Nielsen Digital. “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.”

“We are delighted to be working more closely with Nielsen Digital through this new partnership,” notes Toshiyuki Endo, President & CEO of Video Research Interactive. “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.”