On Device Launches Cross Media Attribution Tool

London-based mobile research and sample specialist On Device Research has launched a cross-media attribution solution which uses mobile tech to passively measure ad exposure and assess the impact of TV, Out of Home, radio and digital media in driving a range of consumer outcomes.

Founded in 2009 by former M:Metrics execs Alistair Hill and Tim Cleminson, On Device uses proprietary technology to deliver targeted data from profiled global panels. Its new Cross Media Attribution tool uses sources including geo-location data to measure bricks-and-mortar store visits, web and app usage, online traffic conversion, and actual product sales where relevant data is available.

Commenting on the launch, Hill (pictured) said: 'We know from our ad effectiveness norms database that passive measurement is the only way to get a true read on ad exposure. Linking this to passively measured data which reports on actual rather than claimed consumer behaviour gives advertisers and agencies the assurances they need. We now have the data to analyse which combinations of offline and online media are having optimal impact on marketing effectiveness'.

Web site: www.ondeviceresearch.com .