Global market research agency GfK has made a strategic investment in UK-based viewer data specialist Genius Digital.
According to the company, the investment will provide global reach for Genius Digital and will give GfK clients acess to its data capture and collection technology, which will be fed into GfK’s audience measurement services and complement its existing TV, digital and mobile measurement technologies.
Genius Digital’s Insight platform is a data analytics solution for capturing, analysing and applying data for content providers and operators.
Jonathan Sykes, executive chairman, Genius Digital, said: “We saw the need to maximise the potential of viewer data in the TV industry a while ago and acted on it, delivering a complete analytics solution that is video centric and TV relevant. We are delighted that GfK has recognised the strength of our team, our offering and customer engagements. “Securing this strategic investment will provide a further significant boost to our long term plans, our technical capabilities and our ability to gain traction in new markets.”