The partnership means brands and agencies can measure media effectiveness and store visit uplift down to 1 metre accuracy level
21 November 2017; London: Location Sciences, the mobile location intelligence company, has partnered with On Device Research, the brand effectiveness company, to deliver a new level of accuracy and precision for measuring media effectiveness in driving store visits, not seen in the UK before.
On Device Research’s Mobile Store Effect product will be powered by Location Science’s proprietary first party consumer location data, currently at an audience size of 4 million UK consumers and growing. Unlike traditional ‘snapshot’ bidstream data, Location Sciences can access consistent background data via its integrated SDKs, providing far deeper and richer understanding of location behaviours. Using this product, consumers can be precisely attributed to a location with accuracy down to 1m.
Both companies are media agnostic, providing an independent and unbiased approach to media measurement. The product has been trialled successfully, with some of the world’s top agencies and their brands using it to prove the value of their media spend by measuring store uplift.
Commenting on the partnership, Alex Boniface, Planning & Activation Director, Havas Media said: "On Device Research is a valuable Havas partner, measuring store uplift for our clients’ campaigns, which enables us to better understand the effectiveness of the media we buy on their behalf. The impartial analysis On Device Research provide has created real transparency in the market and we are delighted to see them partnering with Location Sciences”.
Mark Slade, Location Sciences CEO comments: “This partnership signals a new wave of location intelligence in the media market. For a long time this £40 billion market has been operating using sub-standard location data, which has been lacking in transparency and accuracy. Location Sciences has the largest first party data footprint in the UK and we’re incredibly excited to be partnering with On Device Research and bringing this much called for product to agencies and brands”.
Alistair Hill, CEO, On Device Research, concluded “At On Device Research, we have led the market in using the unique characteristics of mobile to create ad effectiveness insight for advertisers and their agencies. This insight demonstrates that, on average we see digital campaigns providing a 35.2% uplift in store visit attribution”. He continued, “Partnering with Location Sciences enables us to provide the market with the much-needed accuracy, scale and transparency it requires. We are excited to be working together and hope our partnership will drive further understanding of digital ad effectiveness.”
Location Sciences is a mobile location intelligence company. Using cutting-edge mobile location data collection with proprietary machine learning analytics to create new value from location information. Insights are obtained using first-party mobile location data, derived from ultra-precise GPS technology and combined with the UK’s largest network of Bluetooth beacons. Location Sciences can map far more accurately than standard approaches. Location Sciences works with brands, agencies, OOH media owners and technology partners to extract full value of mobile location data. Anonymised, opt-in location data is obtained in a fair value exchange with consumers and is handled securely and in-line with appropriate legislation.
On Device Research, the brand effectiveness company, uses mobile to help brands and their agencies measure marketing effectiveness and consumer interactions. On Device Research was the first company to measure mobile brand advertising campaigns using Device IDs and has delivered over 35 million cross-platform surveys across 94 countries. Headquartered in London, with offices in New York, Singapore and Dubai, On Device Research works with over 150 clients in 94 countries. For more information: ondeviceresearch.com
Location Sciences: Louise Thompson +44 (0) 1603 760060
On Device Research: Stephen Jenkins +44 (0) 7956 803 685