Telmar Buys Social Media Intelligence Provider Helixa

In New York, media insights firm Telmar has acquired social media audience intelligence platform Helixa, for an undisclosed sum.

Helixa uses public social media data to provide insights into audiences, demographics, psychographics and customer segments - including people's interests, beliefs and stated intentions. Two months ago, the firm partnered with audience insight company GlobalWebIndex (GWI) to integrate predictive insights with 'expressed consumer intent' data.

According to LiiV-owned Telmar, which uses proprietary tech to analyze thousands of consumer and media data sets, the deal will expand its digital and audience analysis capabilities, while providing Helixa with access to resources for international growth and product development. Helixa CEO Florian Kahlert (pictured) will join Telmar's Executive Team and Helixa's senior management will continue to support the firm within the new enlarged organization.

James Ingram, CEO of Telmar, comments: 'Our acquisition of Helixa marks an exciting stage of growth and innovation for our clients, our teams and the media planning sector as a whole. Telmar's expansion into social media intelligence, combined with our current audience measurement, analysis and media planning tools, offers users valuable insights into deeper human and consumer behavior'.

Web sites: www.telmar.com and www.helixa.ai .