Kantar Buys Cross-Media Measurement Specialist MeMo2

Kantar has acquired Amsterdam-based cross-media effectiveness tracking specialist MeMo2 for an undisclosed sum.

MeMo2 offers automated measurement products for country-level campaign effectiveness measurement. This offer is enhanced with the firm's THX technology platform, capable of monitoring daily, validated, real-time consumer behaviour, including actual retail traffic, out of home (OOH) exposures and large sports events.

Through the deal, around 50 MeMo2 execs will join the Kantar team. Tim Koekkoek, Managing Partner of MeMo2 and Marcel Vogels, the firm's founder, say that by joining Kantar, they will make an impact at scale. The acquisition follows recent news that Kantar and Ipsos have been awarded contracts to deliver what they say is the 'world's first true cross-media total audience measurement solution', in the Netherlands, working in partnership with Dutch media joint industry committee the Nationaal Media Onderzoek (NMO).

Ian Griffiths, Kantar's Deputy CEO and CFO, adds: 'MeMo2 is a natural fit with our media effectiveness measurement offering and will accelerate that business. It strengthens our competitiveness across Europe, especially in the Netherlands, and its high-level of automation aligns to our strategy of developing highly scalable products that combine advanced technology with our in-depth data and analysis capabilities.'

Web sites: www.kantar.com and www.memo2.com .