Online and offline market research giant Millward Brown has acquired online research firm Dynamic Logic.
The acquisition follows a competitive bidding process initiated by Dynamic Logic after the privately held company was approached by several research firms last year. Media-focused investment banking firm Ad Media Partners handled the transaction. Financial terms were not disclosed.
“It’s a sign of the times. Online has become very important, and advertisers want accountability across many forms of media,” said Nick Nyhan, president and co-founder of Dynamic Logic. “Clients are looking for new tools and approaches to measure the cross-media consumer, and we will have some great offerings together.”
Millward Brown, which is part of the consultancy division of WPP Group, will combine its Audience Audit, BrandImpact and SiteImpact offerings with Dynamic Logic’s digital marketing effectiveness research products and services. The two companies share several mutual clients, but Nyhan declined to name them without first conferring with Millward Brown.
“They have a 30-year history of doing ad effectiveness research and brand research, and that’s the space we were heading toward,” Nyhan said. “They’re going to help us with deepening our analysis, determining the cause and effect of performance, and comparing different forms of media.”
Dynamic Logic said the companies would use their combined assets to create a range of products and services for advertisers, agencies and publishers, to be launched in the coming months. After that, the two will look toward creating more integrated services in the cross-media space.
“There are a lot of similarities in what we measure, and that made this very easy. That should also make it easier for advertisers who want a consistent measuring stick across different media channels,” Nyhan said.
Millward Brown will also leverage its 60 worldwide offices to help Dynamic Logic expand geographically. Dynamic Logic is headquartered in New York with offices in San Francisco, Los Angeles, Chicago and London. Nyhan said that it has had inquiries from clients who want to move into new regions, and this will enable them to do so.
Nyhan, who co-founded the company with CTO Ronit Aviv in 1999, will remain president of Dynamic Logic, which will now be known as “Dynamic Logic — A Millward Brown Company.” Nyhan will report to Mary Ann Packo, CEO of Millward Brown North America. Dynamic Logic will remain intact, and is hiring to accommodate expected growth, Nyhan said.
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