Nielsen Restructures Online and Mobile Divisions

Nielsen has combined its Nielsen//NetRatings division with BuzzMetrics to form Nielsen Online, and re-branded its recently acquired Telephia unit as Nielsen Mobile.

The firm says this reorganisation will deliver global measurement of consumer behaviour across all media platforms.

Former BuzzMetrics Executive Chairman Itzhak Fisher (www.mrweb.com/drno/news6738.htm ) has been named Executive Chairman in charge of Nielsen Online. The new unit will provide measurement and analysis of demographic data, online advertising intelligence, user lifestyle information and consumer-generated media; as well as e-commerce, search and transaction metrics.

Fisher will be joined by former Nielsen//NetRatings Executive VP Manish Bhatia as President of Global Services and US Sales, and BuzzMetric Co-founder Jonathan Carson who will serve as President of the unit's international arm.

Nielsen Mobile will be led by President and CEO Sid Gorham, former CEO of telecoms and mobile media researcher Telephia - acquired August (www.mrweb.com/drno/news7162.htm ). The new initiative will use its measurement tools and consumer panels to understand and interpret the behaviours, attitudes and experiences of mobile consumers.

Gorham will be supported by a team of former Telephia executives including John Forese, Jesse Goranson and Tom Stahl who will be responsible for product management, client service, and technology and operations respectively.

CEO David Calhoun explained: 'With this new structure, we are prepared to focus with even more intensity on delivering the complete picture of consumer activity and behaviour in the digital space.'

The new unit will absorb existing Nielsen mobile measurement services including those being developed by Nielsen Wireless.

Web site: www.nielsen.com.