On Device
On Device is a UK-founded Brand Lift measurement company using passive pixel-based exposure tracking and a quality-assured consumer panel to measure advertising effectiveness across TV, digital, OOH, audio, and social media for global brands, agencies, and media owners across EMEA, North America, and APAC.
- Company typePrivate
- Founded2009
- HeadquartersLondon, United Kingdom
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
What On Device does
On Device is a UK-based Brand Lift measurement company founded in 2009 by Alistair Hill (CEO) and Tim Cleminson (CTO), specializing in passive exposure measurement technology using pixel tagging combined with survey-based brand lift research. The company tracks ad exposure across TV, digital, OOH, audio, social media, and cross-media campaigns through a single-source methodology unified under the Cross-Media Brand Lift Measurement system, supported by a quality-assured first-party consumer panel with photo ID verification accessed via the proprietary Curious Cat consumer app. Their product suite includes five specialized brand lift products (Digital Display & Video, OOH, TV, Audio, Social Media) plus add-on modules for Campaign Scorecard, Creative Diagnostics, Benchmark Comparisons, and Actionable Insights, with a Brand Lift Data API in closed beta for impression-level data access.
The company operates from four offices in London (headquarters), New York, Singapore (APAC hub), and Sydney (ANZ hub), serving global brands (PepsiCo, PayPal, McDonald's, Lego, Volkswagen, IHG, Oppo, Kärcher), advertising agencies (OMD, PHD, Talon, Starcom), and media owners/publishers (Channel 4, Sky, NBC, ITV, Yahoo, Vevo, Global, Warner Music, Samsung, Comcast, Teads). Revenue derives from recurring brand lift measurement services and Data API access, delivered via direct enterprise sales teams and channel partnerships with agencies, media owners, and technology providers including AudienceXpress (Comcast), RealityMine, SeenThis, and Talon.
The firm is privately held and founder-owned with no disclosed venture capital funding, having grown organically over 16 years from a mobile survey startup to a global measurement firm. Recognized with industry awards including the 2022 Brand AdFx Award, 2022 Research Innovation Award, 2021 Research Insight Award, and consecutive Campaign's Best Places to Work rankings (positions 63 in 2023 and 58 in 2024). Senior leadership includes veterans from Nielsen, Kantar, ITV, M:Metrics, and Millward Brown with 20+ years tenure in advertising effectiveness research.
On Device firmographics
Firmographics- Name
- On Device
- Legal name
- On Device Research Limited
- Website
- https://on-device.com
- Company type
- Private
- Founded year
- 2009
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- On Device is a UK-founded Brand Lift measurement company using passive pixel-based exposure tracking and a quality-assured consumer panel to measure advertising effectiveness across TV, digital, OOH, audio, and social media for global brands, agencies, and media owners across EMEA, North America, and APAC.
- Ownership category
- akta.pro rank
On Device industry classification
Industry- Product category
- Advertising Effectiveness Measurement
- SIC
- Services-Advertising Agencies (7311)
- akta.pro primary industry
- Measurement, Attribution & Brand Safety (Fraud/Compliance) (MPACAGAF)
- akta.pro secondary industry
- National TV & Cross-Platform Audience Measurement Panels (MPABAOAA)
Keywords
Where On Device is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices4 records
Markets served
On Device 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: Recurring brand lift measurement services measuring campaign performance across TV, digital, OOH, audio, social, and cross-media campaigns for global brands and agencies.
- Data API Access: API access to impression-level Brand Lift data allowing clients to build advanced models, create better products, and increase operational efficiency through row-level data delivery.
Go-to-market motion3 records
Distribution channels3 records
Marketing channels8 records
On Device product offering
Product offeringCore offering
On Device is a Brand Lift measurement company that helps global brands, agencies, and media owners accurately measure advertising effectiveness across TV, digital, OOH, audio, social, and cross-media campaigns. The core offering combines passive pixel-based exposure measurement technology with a quality-assured, ID-verified first-party consumer panel and expert human analysis to deliver campaign performance reporting, creative diagnostics, and benchmarking recommendations. The company sells its measurement as recurring brand lift studies and through a Brand Lift Data API that exposes impression-level exposure data to partners.
Product overview
On Device is a Brand Lift measurement company offering a comprehensive suite of measurement products and services. The core offering consists of five specialized Brand Lift measurement products: Digital Display & Video Brand Lift, OOH Brand Lift, TV Brand Lift, Audio Brand Lift, and Social Media Brand Lift. These individual products are unified under the Cross-Media Brand Lift Measurement system, which enables consistent, apples-to-apples comparisons across all media channels. The company also offers a Brand Lift Data API for programmatic access to impression-level Brand Lift data, and supplementary reporting modules including Campaign Scorecard, Creative Diagnostics, Benchmark Comparisons, and Actionable Insights.
Differentiator
Problem solved
Functional benefit
Products and services
- Cross-Media Brand Lift Measurement Navigates the fragmented media landscape by measuring the widest range of media including DOOH, YouTube and Meta with apples-to-apples comparisons and full brand funnel measurement at both channel level and for media combinations. Designed for global brands, agencies and media owners needing unified cross-channel effectiveness insight.
- Digital Display & Video Brand Lift Measures the effectiveness of digital brand campaigns throughout the funnel to understand performance beyond click-through rates and vanity metrics. Built for advertisers and agencies running display and video campaigns across digital channels.
- OOH (Out-of-Home) Brand Lift Uses a location-enabled opt-in panel to measure when and where each outdoor advertising exposure happened, making OOH, DOOH and POOH measurable and accountable. Targets advertisers and OOH-specialist agencies running outdoor campaigns.
- TV Brand Lift Innovative solution using Smart Exposure technology to measure brand uplift from TV advertising campaigns across multiple CTV platforms. Built for brands, broadcasters, and agencies running TV and connected-TV campaigns.
- Audio Brand Lift Measures Brand Lift across a range of audio platforms including podcasts, streaming services and radio to uncover how audio advertising is being heard. Used by brands, audio platforms, and agencies running audio campaigns.
- Social Media Brand Lift Measures behind walled gardens to independently and accurately understand the effectiveness of social media advertising in moving brand metrics. Powered by RealityMine's RealityMeter integrated into the Curious Cat consumer app for passive tracking on TikTok, Facebook, and Instagram.
- Brand Lift Data API API access to impression-level Brand Lift data that enables outcomes-based planning and targeting, allowing partners to build advanced models, create better products, and increase operational efficiency. Delivers transparent row-level exposure data with rich contextual metadata configuration. Currently in closed Beta.
Quantifiable outcome
- +3%pt increase in prompted awareness and +4%pt increase in purchase intent for PepsiCo campaigns measured over 6 months
- +4 more outcomes
Companies that use On Device
Customer profileNamed customers11 records
Segments4 records
Ideal customer profiles3 records
On Device technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
AI capability1 record
Feature5 records
On Device partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- SeenThiscorePartnership to provide independently validated insights into the impact of SeenThis campaigns, enabling advertisers to quantify the incremental value of SeenThis' adaptive streaming technology in driving attention and performance across the open web.
- RealityMinecoreTechnology partnership powered by RealityMeter technology integrated into On Device's consumer app, enabling comprehensive passive social media measurement across TikTok, Facebook, and Instagram, providing accurate ad exposure tracking behind walled gardens.
- AudienceXpress (Comcast)corePartnership to offer brand-lift insights across all video inventory types including CTV, allowing advertisers using AudienceXpress to track performance against key brand KPIs with surveys completed by consenting panel members.
- TaloncoreTalon, an Out-of-Home specialist agency, partners with On Device for OOH brand lift measurement, helping clients like Channel 4 understand the true impact of their outdoor advertising campaigns.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
On Device competitors and assessment
Company assessmentBroad incumbents
- Ipsos: Ipsos is a global market research and advertising effectiveness firm (ASI, Ad*Graph, Creative|Spark) offering brand-lift and creative effectiveness services. It competes broadly with On Device across brand and campaign measurement.
- Nielsen: Nielsen is the dominant cross-platform audience measurement incumbent (Nielsen TV, Nielsen Sports, Nielsen Consumer Insights). It overlaps with On Device on ad-effectiveness and brand-lift work, particularly via Nielsen Sports which several On Device team members previously worked at.
- GfK: GfK (now part of NIQ) is a broad market-research incumbent offering advertising effectiveness and brand tracking services. It overlaps with On Device on brand-lift and campaign measurement as part of a much wider consumer insights portfolio.
- Kantar: Kantar is one of the largest global advertising effectiveness and brand measurement firms (Link, AdReaction, Millward Brown heritage). It competes with On Device on brand-lift and cross-media measurement but as part of a much broader research portfolio.
Direct peers
- RealityMine: RealityMine provides RealityMeter, a passive cross-platform measurement technology that On Device integrates for social walled-garden measurement. It is both a technology partner and a peer offering competing single-source panel-based media measurement.
- System1 (formerly BrainJuicer): System1 specialises in advertising effectiveness, emotional measurement, and creative prediction. Like On Device it sells brand and campaign effectiveness research to brands and agencies and competes in the same brand-lift RFPs.
- Zappi: Zappi provides automated ad-effectiveness testing and consumer insights for brands and agencies. It is a direct peer in the always-on, software-enabled brand-lift and creative effectiveness category alongside On Device.
Others
- Dynata: Dynata is one of the world's largest first-party panel and research data providers, supplying sample and panel infrastructure to ad-effectiveness researchers. It is an ecosystem peer that competes for panel-based brand-lift studies.
Emerging players
- Realeyes: Realeyes uses webcam-based attention and emotion measurement to evaluate ad creative. It is an emerging player in the ad-effectiveness space with overlapping enterprise customers but a fundamentally different (vision-based) measurement methodology.
- Amplified Intelligence: Amplified Intelligence focuses on attention measurement as a planning and effectiveness metric. It is an emerging player adjacent to On Device's brand-lift proposition, particularly for cross-platform attention benchmarking.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights8 records
Customer concentration
On Device social profiles
Digital presenceOn Device financial estimates
Financial estimateRevenue estimate
Valuation estimate
On Device leadership team
Management profileNumber of profiles
Profiles17 records
On Device funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
On Device 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
What does On Device do?
On Device is a Brand Lift measurement company that helps global brands, agencies, and media owners accurately measure advertising effectiveness across TV, digital, OOH, audio, social, and cross-media campaigns. The core offering combines passive pixel-based exposure measurement technology with a quality-assured, ID-verified first-party consumer panel and expert human analysis to deliver campaign performance reporting, creative diagnostics, and benchmarking recommendations. The company sells its measurement as recurring brand lift studies and through a Brand Lift Data API that exposes impression-level exposure data to partners.
Is On Device a public or private company?
On Device is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was On Device founded?
On Device was founded in 2009. It employs 101 to 250 people.
Where is On Device based?
On Device is headquartered in London, United Kingdom, in the Europe region.
How does On Device make money?
Two revenue lines are on record. Brand Lift Measurement Services are the primary driver. The others are data API Access.
Who are On Device's main competitors?
Broad incumbents on record are Ipsos, Nielsen, GfK and Kantar. Direct peers are RealityMine, System1 (formerly BrainJuicer) and Zappi. Dynata is listed as an others. Emerging players are Realeyes and Amplified Intelligence.
Does On Device have an API?
Yes. The Brand Lift Data API provides API access to impression-level Brand Lift data, enabling partners to build advanced models, create better products, and increase operational efficiency. It enables outcomes-based planning and targeting by closing the loop between post-campaign analysis and future campaign optimization. The API provides exposure level data including totally transparent row level data, the widest range of passive media measurement, and rich contextual meta-data configuration. Currently in closed Beta. Developer documentation is at www.on-device.com/brand-lift-data-api.
What industry is On Device in?
On Device's product category is Advertising Effectiveness Measurement. Its primary akta.pro industry code is MPACAGAF, Measurement, Attribution & Brand Safety (Fraud/Compliance), with a secondary code of MPABAOAA, National TV & Cross-Platform Audience Measurement Panels. Its SIC code is 7311.