Mobile Passive Behaviour Tools company, RealityMine, has announced its acquisition of TouchPoints USA, which was formerly operated in the USA by Media Behavior Institute.
RealityMine, which has headquarters in Manchester and offices in New York and Los Angeles, creates and manages mobile passive metering products to collect and analyse data from mobile devices, desktop PCs and third party data sources which can then be used to help businesses understand consumer behaviour. Launched in April 2012 by mobile industry veteran, Garry Partington, who is also CEO of multi award-winning Mobile Apps and Technology experts, Apadmi, the company has expanded rapidly and forecasts a turnover of £1.1m by the end of its first full financial year this December. Its services, which are used by market research agencies, media agencies, advertising agencies and blue-chip companies, are already live in 24 countries around the world and in every continent except Antarctica.
RealityMine foresees that its acquisition of TouchPoints USA will enable it to enhance its core business offer in the USA through the introduction of additional services. TouchPoints USA is well established in the USA as the definitive source of media planning data, including TV, radio, print, online and mobile. Its mobile phone-based eDiary product, which sees participants recording their media behaviour at 30 minute intervals over a 10 day period, allows media planners, buyers and sellers to build a full picture of how consumers use all types of media, enabling them to better understand and measure media reach and to target their clients’ marketing campaigns accordingly.
RealityMine’s Garry Partington commented, “Use of mobile devices to conduct market research is undoubtedly the way forward. It’s a game changer and, whilst some of the key players within the research industry have already seen its value, others are only just beginning to realise the potential it unlocks. Big Data is set to become the new buzzword of 2014; it has been collected for many years but RealityMine is now taking it to the next level by generating really meaningful data. With the combination of TouchPoints USA’s eDiary and RealityMine’s passive metering technology, we will be able to offer researchers, media planners, advertisers and buyers an unprecedented view into consumer behaviour.”
For more information about TouchPoints USA, visit mediabehavior.com.
