RealityMine, a provider of mobile market research technologies and consumer analytics, announced that it is expanding its syndicated TouchPoints and passive mobile measurement business, which provides contextual and behavioral analytics through data collected on mobile devices, to 20 new markets worldwide.
In addition, RealityMine has announced that it has secured the rights from the Institute of Practitioners in Advertising (IPA), the professional body for advertising, media and marketing communications agencies in the United Kingdom, to use the TouchPoints name and logo in markets worldwide where it launches the TouchPoints syndicated product.
The new markets for RealityMine include China, India, the Philippines, Australia, Thailand, Malaysia, Singapore, Indonesia, Saudi Arabia, France, Italy, Spain, Poland, Turkey, Sweden, Mexico, Brazil and Argentina. They add to RealityMine’s existing business in the U.S., in Canada, where TouchPoints Canada was launched this year in conjunction with Ipsos, and in the U.K., where IPA’s TouchPoints already uses RealityMine’s data collection technology.
With the expansion, RealityMine will be the only global provider of demographically representative consumer media consumption and mobile behavioral data. RealityMine generates this data through a combination of proprietary passive metering technologies that are combined with active eDiary and other in-the-moment survey tools that quantify the context of consumers’ lives and their cross-media consumption behaviors. By the end of 2015, RealityMine will be capturing data from over 50,000 people representing over 350,000 days of data and generating nearly 1,000,000,000 behavioral datapoints per year.
The data is used by companies to help them understand when consumers are most receptive to specific marketing messages, how consumers move along the path to purchase and what a “day in the life” of a target consumer is truly like.
Earlier this month, global media communications agency Starcom MediaVest Group (SMG) announced that they would be the launch partner for the RealityMine global expansion with the implementation of their PACE Panel in the new markets.
Already established in the U.S. and the U.K., SMG’s PACE Panel was developed in conjunction with RealityMine using the same proprietary technology that powers the company’s TouchPoints platform.
“The emergence of interest in consumer behavioral and contextual data is growing worldwide” says Garry Partington, RealityMine CEO, “our expansion will enable marketers in global markets to take advantage of this unique syndicated data to increase the effectiveness of their advertising spend, and more. We are delighted that SMG is our launch partner in this expansion and we look forward to working with other media communications leaders who require global insight into the analytics of ‘why.’”