It
will also combine Telephia, the telecom measurement
service it acquired in June along with other
initiatives into Nielsen Mobile, its other
new division. Former Telephia CEO Sid Gorham
has been appointed president and CEO of Nielsen
Mobile.
NetRatings and Buzzmetrics will however, keep
their separate branding but their metrics
can be given to clients side-be-side, said
Nielsen Online executive chairman Itzhak Fisher.
Nielsen
Online will also provide detailed demographic
data on blogs and other user-generated-content
based media, apart from hits and time spent
on the site, featuring a certain product
or service.
Meanwhile Nielsen Mobile will provide similar
information on the telecom industry like
consumer data about brands and services
apart from information on what mobile users
are doing with their devices.
"Nielsen
is a traditional research company, but the
growth is going to come from mobile and
online," Fisher said.
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