On Device Launches Omnichannel Brand Impact Service

Brand measurement company On Device Research (ODR) has launched a solution called Omnichannel Brand Impact, to provide brands, ad agencies and media owners with single source measurement for multi-media campaigns.

Founded in 2009 by former M:Metrics execs Alistair Hill (pictured) and Tim Cleminson, ODR uses proprietary technology to deliver targeted data from profiled global panels. The new Omnichannel Brand Impact solution uses the company's panel and tech to enable brands to understand the value and impact of each channel - digital, social, out of home, audio or connected TV - without the need to use different methodologies across each type of media.

This involves passively measuring each media exposure, then matching ad exposure to consumers on the panel to understand who has been exposed to which channel. Those exposed are served with ODR's brand impact survey, which it says is consistent across all media. Test and control surveys are then able to isolate brand impact with results compared against the ODR norms database.

Hill comments: 'As the media landscape continues to fragment, it's never been more important to deliver accuracy and accountability across each media within omnichannel campaigns. We've seen a huge rise in the number of campaigns that are across multiple channels and we hope that our solution will enable brands to research omnichannel in a more consistent, easier and precise way'.

The firm, which has offices in London, Dubai and Singapore, is online at www.ondeviceresearch.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.