Admetrix

Admetrix is a provider of outdoor audience data.

History

2021: Mediascope bought Admetrix

November 17, 2021 it became known about the sale of Admetrix to the main meter of the media audience in Russia Mediascope. Financial and other parameters of the transaction are not disclosed. It is only known that the buyer did not purchase the entire company, but a controlling stake, and Russ Outdoor was the seller.

Representatives of Mediascope and Admetrix told Kommersant about the deal. Russ Outdoor confirmed the information and noted that the arrival of Mediascope will make Admetrix data "completely independent of market players."

Mediascope acquired Admetrix

It is assumed that thanks to the transaction, it will be possible to compare the costs of outdoor advertising with other types of media in a single cross-media coordinate system.

Quality and market-accepted measurements and monitoring make the market transparent and provide unbiased data on advertising and its audience. This makes advertising equipment more valuable, "commented Maria Komarova, CEO of Gallerya, on the deal.

According to the operating director of Posterscope Russia Elena Migun, all measurements will lead to a single denominator, which will be a logical and useful step for the market.

In April 2021, Mediascope and AdMetrix announced a strategic partnership. Then the companies noted that the agreement will allow them to strengthen expertise in the outdoor advertising segment and offer the market new research products.

According to the Association of Communication Agencies of Russia (ACAR), in the first half of 2021, the volume of placements in outdoor advertising increased by 42% compared to the period of 2020 (when advertisers massively recalled campaigns due to lockdown), up to 17.9 billion rubles. Compared to the pre-crisis first half of 2019, the growth was 5%.^[1]

Notes