Bicycle, the Media Experience (MX) Agency, announces a strategic partnership with ViewersLogic, the innovative, leading consumer behaviour data company. From October, Bicycle will have access to the ViewersLogic platform’s single-source panel data, allowing its clients, for the first time, to analyse shopper and media insight from a single point.
ViewersLogic is the only company that provides passively collected single-source data which measures actual consumer behaviour from media consumption to purchase, across TV, online and the real-world. This unique data-set enables marketers to understand how their TV and online campaigns directly influence consumer behaviour on and offline. To date the panel has worked exclusively within the digital ecosystem, however the recent addition of Nielsen IQ’s shopper data now allows for direct, single-source, measurement of media exposure on grocery purchases.
The integration between Bicycle’s in-house MX planning process and ViewersLogic will allow advertisers to optimise cross-media campaigns quickly through rapid design and simulation cycles in real-time.
Single-source data has been a ‘holy-grail’ in media planning for more than a generation. Advances in technology have now started to make this a reality and ViewersLogic’s systems are at the forefront of bringing this to market.
The use of observed data (or ‘real’ data) is still largely overlooked by media planners in favour of ‘claimed’ data (for example, Target Group Index Data) and Bicycle is working hard to bring it back to the centre of the process. ViewersLogic will play an important role in this.
For advertisers searching for the next level of growth, moving from claimed to observed data and concurrent efforts helps to improve cross-media planning. The integration of ViewersLogic with Bicycle MX allows the easy digestion of Nielsen IQ data and design simulation to run in parallel.
Henry Daglish, CEO and Co-Founder of Bicycle comments: “Having used ViewersLogic’s data for a number of years it became clear to us that the platform is perfectly placed as one of our partners to pull together the three pillars – humans not users, the power of performance AND brand, data at both ends – that’s crucial to our MX proposition.”
Ronny Golan, CEO and Co-Founder of ViewersLogic adds: “The team at Bicycle are amongst the first to start to properly understand and realise the power of our single-source data for their clients – we look forward to working with them to unleash the full potential of our collective capabilities.”
We are the Media Experience (MX) agency. We believe that experience is the most important factor to lean into when considering communication for clients, and our unique 3X approach brings together MX, CX and UX to powerful effect in a way that other agencies simply aren’t able to deliver. We’re built on the power of ‘and’: brand and performance, art and science, data and creativity, man and machine.
Founded in June 2021, Bicycle is one of the fastest growing media agencies in the UK. Our headquarters are in Clerkenwell, London and we have fully global capabilities in-house. We’re home to intelligent people who want to create incredible work on interesting brands. We are 100% independent & fully self funded.
ViewersLogic is the leading consumer behaviour data company that enables brands, agencies, and broadcasters to close the loop on their entire cross-media measurement, buying and optimisation process. Through our ground-breaking cross-media measurement platform, we use unique single-source data to track the behaviour of the individual, not the media they consume, across TV, online and offline. Consumer exposure to an ad is closely monitored through to engagement with the brand including sales, footfall, website visits, app installs and account openings.
ViewersLogic disrupts the traditional research model which measures data from different channels and platforms in silos, then fuses it together to find probabilistic correlations. In contrast to the expensive, low-quality data produced by this method, ViewersLogic’s single-source data provides brands with the true picture of the full consumer journey to purchase they need to optimise their campaign performance and minimise waste spend. Clients include MediaCom, Publicis, eToro, Hotel Chocolat, Direct Line and the7stars.