On Device Research
On Device Research is a UK-based brand lift measurement company that uses single-source exposure technology, passive research methodology, and an ID-verified consumer panel to measure advertising effectiveness across digital, TV, OOH, audio, and social channels for media agencies, advertisers, and brands globally.
- Company typePrivate
- Founded2010
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What On Device Research does
On Device Research Limited is a privately held brand lift measurement company founded in 2010 and headquartered in London, with additional offices in New York, Singapore, and Sydney. The company specializes in measuring advertising effectiveness across digital, cross-media, out-of-home, social media, audio, and television channels for media agencies, advertisers, and brand marketers. Its customer base includes global enterprises such as PepsiCo, McDonald's, PayPal, Samsung, Comcast, NBC, Sky, Warner Music Group, Vevo, and Channel 4, often engaged through media agency partners including OMD and Yahoo.
The company's product portfolio comprises channel-specific brand lift measurement products (Digital, Cross-Media, Out-of-Home, Social Media, Audio, and TV) unified by a proprietary measurement system. This system is built on three core technical pillars: single-source exposure technology that enables consistent measurement across media channels by comparing exposed versus control groups; a passive research methodology that avoids reliance on traditional ad recall; and a quality-assured, ID-verified first-party consumer panel accessed via the proprietary Curious Cat mobile app and tracking pixels embedded in partner ad creatives. The company also offers a Brand Lift Data API for programmatic integration of measurement data into client workflows.
On Device Research operates a B2B enterprise sales model with a consultative, project-based or recurring ('always-on') engagement structure, supported by regional sales teams across the UK, North America, APAC, and ANZ. Go-to-market relies on direct enterprise field sales, thought leadership content (guides, whitepapers, case studies), industry event participation, and channel partnerships with media platforms such as SeenThis, AudienceXpress, and RealityMine. Pricing is quote-based and not publicly disclosed. The company is bootstrapped with minimal disclosed external funding (a ~$468K seed round in 2010) and has received multiple industry awards, including Brand AdFx (2022), Research Innovation (2022), Research Insight (2021), and Campaign's Best Places to Work (2023, 2024).
On Device Research firmographics
Firmographics- Name
- On Device Research
- Legal name
- On Device Research Limited
- Website
- https://ondeviceresearch.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- On Device Research is a UK-based brand lift measurement company that uses single-source exposure technology, passive research methodology, and an ID-verified consumer panel to measure advertising effectiveness across digital, TV, OOH, audio, and social channels for media agencies, advertisers, and brands globally.
- Ownership category
- akta.pro rank
On Device Research industry classification
Industry- Product category
- Advertising Effectiveness Measurement
- NAICS
- Marketing Research and Public Opinion Polling (54191)
- SIC
- Services-Advertising (7310)
- akta.pro primary industry
- Brand & Advertising Research (Brand Health, Copy Testing, Campaign Effectiveness) (MPAAALAG)
- akta.pro secondary industries
- Market Research & Consumer Insights (BPAHALAA), Attribution, Measurement, Analytics & Incrementality (BPAMALAF), Product & Innovation Research (Concept, Pricing, Packaging, Conjoint) (MPAAALAI)
Keywords
Where On Device Research is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices4 records
Markets served
On Device Research business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure
Revenue model
- Brand Lift Measurement Services: The company provides brand lift measurement services to advertisers, agencies, and brands. Services are delivered through dedicated measurement projects, case studies, and ongoing 'always-on' measurement solutions. Pricing appears to be project-based or subscription recurring for ongoing measurement partnerships.
Go-to-market motion2 records
Distribution channels1 record
Marketing channels8 records
On Device Research product offering
Product offeringCore offering
On Device Research is a global brand lift measurement company that delivers Brand Lift measurement services across digital, cross-media, out-of-home, social media, audio, and TV advertising channels. Its offering combines proprietary single-source exposure technology, a passive research methodology, and a quality-assured ID-verified first-party consumer panel to provide advertisers, agencies, and media owners with actionable campaign effectiveness insights, campaign scorecards, and a Brand Lift Data API for programmatic integration.
Product overview
On Device Research is a Brand Lift measurement company offering a unified platform of measurement products. The core offering consists of channel-specific Brand Lift products (Digital, Cross-Media, Out-of-Home, Social Media, Audio, and TV) that all feed into their measurement methodology using single-source exposure technology, a passive research methodology with a quality-assured panel, and expert analysis. The Cross-Media Brand Lift serves as the overarching measurement approach that ties all channels together. They also offer a Brand Lift Data API for programmatic access to measurement data. The company works with major advertisers and agencies to measure campaign performance, improve media planning, and enhance ad targeting through actionable brand lift insights.
Differentiator
Problem solved
Functional benefit
Products and services
- Digital Brand Lift Measures the brand lift impact of digital advertising campaigns, enabling advertisers to understand how online ad exposure affects brand awareness, consideration, and purchase intent among target audiences.
- Cross-Media Brand Lift Provides cross-media brand lift measurement that tracks campaign performance across multiple media channels including digital, out-of-home, social, audio, and TV, using single-source exposure technology for consistent measurements.
- Out-of-Home Brand Lift Measures the brand lift impact of out-of-home (OOH) advertising campaigns, helping advertisers understand the effectiveness of billboard, transit, and other physical advertising placements.
- Social Media Brand Lift Measures the brand lift impact of social media advertising campaigns, enabling advertisers to quantify how social platform ad exposure influences brand perception and consideration.
- Audio Brand Lift Measures the brand lift impact of audio advertising across platforms including streaming services and radio, helping advertisers understand how audio ad exposure affects brand metrics.
- TV Brand Lift Measures the brand lift impact of television advertising campaigns, enabling advertisers to quantify the effectiveness of TV ad exposure on brand awareness and consideration metrics.
- Brand Lift Data API Provides programmatic access to brand lift measurement data, enabling partners and clients to integrate brand lift metrics into their own systems, media planning tools, and analytics platforms.
- Cross-Media Measurement System Proprietary measurement system combining single-source exposure technology, passive research methodology, a quality-assured ID-verified first-party consumer panel, and expert analysis to provide actionable brand lift insights across all media channels.
- Curious Cat App Mobile application used to recruit and engage survey respondents for brand lift measurement research, collecting behavioral and location data with user consent.
- Passive Social Media Ad Measurement Passive social media advertising measurement technology launched in partnership with RealityMine, enabling advanced measurement of social media advertising effectiveness for advertisers and agencies.
Quantifiable outcome
- Trusted by major global brands and agencies for brand lift measurement
Companies that use On Device Research
Customer profileNamed customers14 records
Segments3 records
Ideal customer profiles3 records
On Device Research technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
On Device Research partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- SeenThiscoreGlobal partnership announced October 2025 to provide advertisers with validated insight into how technology drives brand lift. The partnership combines On Device's brand lift measurement with SeenThis's technology to enhance advertising effectiveness validation.
- RealityMinecoreLaunched passive social media ad measurement technology in partnership with RealityMine, enabling advanced measurement of social media advertising effectiveness.
- AudienceXpresscorePartnership to offer brand-lift insights across all video inventory including Connected TV (CTV). On Device's measurement system provides accountability and effectiveness data for AudienceXpress video inventory.
- Location SciencescoreLocation data partner providing geolocation data services. ODR has a Data Processing Agreement with Location Sciences which contractually obliges them to only pass on legally obtained data. Location Sciences is registered with the IAB as a Vendor.
- OutlogiccoreLocation data provider partner. Outlogic's privacy policy governs their data practices. On Device shares device and location data with Outlogic for location-based analytics and market research purposes.
- Sopro (Prospect Global Ltd)minorDigital marketing agent appointed to conduct marketing activity on behalf of On Device. Sopro is a UK registered company (Reg. 09648733) appointed as a data processor for compliant marketing activities.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
On Device Research competitors and assessment
Company assessmentBroad incumbents
- Nielsen: Major audience measurement and advertising effectiveness provider, including Nielsen Ad Intel and consumer panel-based effectiveness studies. Comparable because it sells brand and campaign effectiveness research to global advertisers and agencies — the same buyer profile as On Device — but at vastly greater scale and across many adjacent product lines.
- Ipsos: Global market research group with a sizeable advertising and brand research practice (Ipsos ASI, Ipsos MMA). Comparable in that it provides brand/advertising effectiveness and campaign measurement services to agencies and brand marketers, complementing On Device's brand lift focus, but with a much wider research portfolio.
- GfK (now part of NIQ): Global consumer and market research firm (now within NielsenIQ) with brand and advertising effectiveness offerings. Comparable in providing brand and campaign effectiveness research to advertisers and agencies, but as a much broader consumer insights organization rather than a brand-lift specialist.
- Kantar: Global market research and advertising effectiveness giant (including the former Millward Brown brand equity and ad effectiveness business). Directly comparable because it offers cross-media brand and campaign effectiveness measurement to the same advertisers and agencies On Device serves, but at much greater scale and as part of a much broader portfolio.
Direct peers
- Toluna: Global market research panel and insights provider offering ad effectiveness and brand tracking solutions. Comparable because it operates a large consumer panel and provides brand and campaign measurement services to the same enterprise advertisers and agencies, often in direct competition for brand lift and campaign evaluation RFPs.
- Dynata: Large first-party research data and insights platform with ad effectiveness capabilities. Comparable because it combines panel-based research with ad effectiveness and brand measurement services for brands and agencies, overlapping with On Device's panel and brand lift methodology.
- System1 (formerly BrainJuicer): Specialist in advertising effectiveness and creative research, including brand and campaign-level effectiveness measurement. Directly comparable because it serves advertisers and agencies with brand and ad effectiveness insights; competes for the same budget line item as On Device's brand lift studies, though System1 leans more on emotional/creative diagnostics.
Emerging players
- Amplified Intelligence: Attention-based media and advertising effectiveness measurement company. Comparable because it offers cross-media campaign effectiveness measurement to agencies and brands, and increasingly competes for the same 'proof of campaign impact' budget as On Device, although its core metric is attention rather than brand lift.
- Realeyes: Computer-vision-based attention and emotion measurement for ad effectiveness. Comparable as an emerging ad effectiveness vendor serving the same agencies and brands as On Device, with overlapping use cases (proving campaign impact), though anchored in facial-coding methodology rather than panel-based brand lift.
- TVision: Cross-platform TV and CTV attention and ad effectiveness measurement company. Comparable because it measures attention and lift outcomes for TV/CTV advertising, overlapping with On Device's TV and CTV brand lift products for the same media owners, agencies, and brand advertisers.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
On Device Research social profiles
Digital presenceOn Device Research financial estimates
Financial estimateRevenue estimate
Valuation estimate
On Device Research leadership team
Management profileNumber of profiles
Profiles20 records
On Device Research funding detail
Funding detailFunding overview
Funding rounds2 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
On Device Research M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about On Device Research
What does On Device Research do?
On Device Research is a global brand lift measurement company that delivers Brand Lift measurement services across digital, cross-media, out-of-home, social media, audio, and TV advertising channels. Its offering combines proprietary single-source exposure technology, a passive research methodology, and a quality-assured ID-verified first-party consumer panel to provide advertisers, agencies, and media owners with actionable campaign effectiveness insights, campaign scorecards, and a Brand Lift Data API for programmatic integration.
Is On Device Research a public or private company?
On Device Research is a private company. It is classified as venture growth investor backed and is currently operating.
When was On Device Research founded?
On Device Research was founded in 2010. It employs 11 to 50 people.
Where is On Device Research based?
On Device Research is headquartered in London, United Kingdom, in the Europe region.
How does On Device Research make money?
One revenue line is on record: brand Lift Measurement Services.
Who are On Device Research's main competitors?
Broad incumbents on record are Nielsen, Ipsos, GfK (now part of NIQ) and Kantar. Direct peers are Toluna, Dynata and System1 (formerly BrainJuicer). Emerging players are Amplified Intelligence, Realeyes and TVision.
Does On Device Research have an API?
Yes. On Device Research offers a Brand Lift Data API that enables partners to access brand lift measurement data programmatically. The API is listed as one of their products in the main navigation under 'Brand Lift Data API', allowing clients to integrate brand lift measurement data into their own systems and workflows.
What industry is On Device Research in?
On Device Research's product category is Advertising Effectiveness Measurement. Its primary akta.pro industry code is MPAAALAG, Brand & Advertising Research (Brand Health, Copy Testing, Campaign Effectiveness), with a secondary code of BPAHALAA, Market Research & Consumer Insights. Its NAICS code is 54191 and its SIC code is 7310.