On Device

On Device expands to New York with a new research hub

The About page now lists New York among its research hubs alongside London, Singapore, and Sydney.

On Device: Better Measurement to Compete with Walled Gardens

On Device, a measurement firm, argues that TV and CTV companies must move beyond 'box‑ticking' measurement toward robust, transparent systems to compete with walled gardens. The company has developed passive exposure-tracking technology within a consumer-facing app that identifies real exposed and control users, verifies respondent identity (including facial-recognition checks against photo ID), and balances samples by prior brand relationship to reduce bias. On Device also launched APIs that link survey responses to ad impressions, enabling granular analysis by placement, program and time of day. Co-founder Alistair Hill says this approach enables reliable brand-lift measurement and long-term brand growth insights, making CTV more competitive with self-contained platforms that reuse campaign data for targeting and optimisation.

Channel 4 Uses Real-World Measurement to Prove OOH Impact

Channel 4 partnered with measurement firm On Device and OOH agency Talon to analyse the real-world impact of out-of-home (OOH) advertising using passive, GPS-based exposure data and On Device’s brand-lift methodology. The study measured campaign outcomes for Channel 4 titles including Patience and Tempting Fortune, finding above-benchmark uplifts in consideration, favourability, awareness and viewing intent compared with standard OOH benchmarks. Channel 4 and Talon say connecting exposure data to brand outcomes enables optimisation of planning, creative execution and campaign performance across the wider media mix. The work emphasizes measuring real exposure instead of recall-based surveys and positions data-driven OOH measurement as a tool to improve media planning and campaign refinement.