Ipsos acquires West African market research business

Omedia runs marketing research surveys, audience measurement, advertising, editorial and digital monitoring across sub-Saharan western Africa, and was previously owned by French media audience measurement company Mediametrie.

Ipsos said it was acquiring Omedia to develop its business in French-speaking African markets.

Ben Page, chief executive at Ipsos, said: “The acquisition of Omedia is a great opportunity to offer more services to our clients, in countries where we had limited capacities so far.

“We are happy to welcome more great professionals which will help our development in Africa.”

Yannick Carriou, chairman and chief executive at Médiamétrie, said: “I am delighted that Omedia is joining the Ipsos group. The team will discover how dynamic and innovative Ipsos is.

“As Omedia will continue to be Mediametrie’s partner of choice in the region, all our clients will benefit from even stronger capabilities.”