Kantar acquires MeMo2 to expand cross-media effectiveness offering

02 June 2021

London/Amsterdam, 2 June 2021: Kantar, the world’s leading data-driven insights and consulting company, announces today 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.

Ian Griffiths, Deputy CEO and Chief Financial Officer, commented “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.”  

Tim Koekkoek, Managing Partner of MeMo2 and Marcel Vogels, MeMo2’s founder added, “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.   

Financial terms of the transaction were not released.

This announcement contains certain forward-looking statements with respect to certain of our current expectations and projections about future events. These statements reflect management’s beliefs and expectations and involve a number of risks, uncertainties and assumptions that could cause actual outcomes to differ materially from any expected future outcomes expressed or implied by the forward-looking statement. The information contained in this announcement is subject to change without notice and, except as required by applicable law, we do not assume any responsibility or obligation to update publicly or review any of the forward-looking statements contained in it. Readers should not place undue reliance on forward-looking statements, which speak only as at the date of this announcement.