Kantar acquires cross-media measurement specialist MeMo2


Kantar, one of the world’s leading data-driven insights and consulting company, announces the acquisition of MeMo2, the Amsterdam-based cross-media effectiveness tracking specialist.

With a reputation for highly advanced and innovative cross-media research and analytics solutions, the MeMo2 team and portfolio is highly complementary to Kantar’s campaign effectiveness measurement offer.

The acquisition brings approx. 50 specialists into the Kantar team, creating a platform to significantly expand the media effectiveness measurement business in Europe, as well as strengthening Kantar’s Dutch business with MeMo2’s client roster.

MeMo2 offers streamlined, fully integrated and highly automated cross-media effectiveness measurement products targeted at ongoing, country-level campaign effectiveness measurement. The offer is enhanced by the award-winning THX technology platform capable of monitoring daily, validated, real-time consumer behaviour, including actual retail traffic, OOH exposures and large sports events.

image-Ian-Griffiths-Deputy-CEO-and-Chief-Financial-Officer-mediabrief.jpgIan Griffiths, Deputy CEO and Chief Financial Officer, said, “In today’s tough business environment, understanding campaign effectiveness has never been more vital. Today’s acquisition makes it easier for our clients to measure the brand and sales impact of every advertising campaign they run.

“This is our third acquisition since becoming an independent company. It illustrates the focus we have on winning with clients and growing our business by providing the most comprehensive and value-add portfolio in the market. MeMo2 is a natural fit with our media effectiveness measurement offering and will accelerate that business.

“It is also another example of the investments we are making in talent and technology to build a stronger client-driven 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.

“Coming so soon after the transformational Dutch Audience Measurement contract; the world’s most advanced cross-media currency, today’s acquisition also speaks to the great momentum our Dutch leadership team are creating in the market,” Griffiths said.

Tim Koekkoek, Managing Partner of MeMo2 and Marcel Vogels, MeMo2’s founder, said, “Kantar and MeMo2 share a common philosophy of people-centric, transparent media effectiveness measurement. In joining Kantar, we have the opportunity to have an impact at scale.

“We are excited to bring our ‘Brands in Control’ vision to a wider range of advertisers, agencies and publishers, providing them with the instant transparency they require to understand and optimize the dynamics underlying sales growth and brand activity like cross-media campaigning, in-store promotions, and large-scale sponsorship.

“We look forward to sharing our passion for cross-media measurement excellence and being part of the Kantar team that is reshaping the world of campaign effectiveness measurement in a cookieless world,” they added.