Global market research agency GfK has made a strategic investment in Genius Digital, the viewing data specialist set up by former TV Genius boss Tom Weiss.
The company says the undisclosed investment will strengthen its position in the data analytics market and drive the development of its product portfolio. GfK clients will now have access to Genius Digital’s data capture and collection technology that will now be fed into GfK’s audience measurement services and complement its existing TV, digital and mobile measurement technologies.
Jonathan Sykes, executive chairman, Genius Digital, said: “We saw the need to maximize 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.”
Genius Digital’s key product is its Insight Platform, an end-to-end data analytics solution, capturing, analysing and applying data for content providers and operators.
Tom Weiss, CEO, Genius Digital, said: “Our Insight Platform helps to make sense of TV viewer data, enabling a deep understanding of how viewers are using and interacting with their TV services. It eliminates the need for operators to utilise a range of disparate analytics platforms, bringing together three key areas that are critical for the success of a solution: accurate data, relevant reports and multi-platform coverage.”
Weiss established Genius Digital following the sale of TV Genius to Red Bee Media in 2011.
