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RealityMine Acquires USA TouchPoints

RealityMine, a leading provider of mobile passive behavior tools and technologies, based in the UK, is pleased to announce its acquisition of USA TouchPoints, which was formerly operated by Media Behavior Institute.

USA TouchPoints offers the most comprehensive and effective tools available to understand consumer media usage in everyday life. Since 2010 the company has been providing the media industry with 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 behavior at 30-minute  intervals over a 10-day period, allows media planners, owners, buyers and sellers to build a full picture of their consumers. The eDiary shows how consumers use all types of media, enabling a better understanding to measure media reach and to target their clients’ marketing campaigns accordingly.

RealityMine has been involved for some time with the USA TouchPoints product and also has been supplying the data collection technologies to power a UK TouchPoints diary, combining the eDiary with RealityMine’s passive measurement service. The company’s acquisition of USA TouchPoints will enhance the core offering through the introduction of some additional services, ensuring that USA TouchPoints’ client base will benefit even further from the data sources they have come to rely on.

“We are excited to be taking the USA TouchPoints product forward,” comments Rolfe Swinton, co-founder of RealityMine. “The product offers an extremely powerful tool to clients, including the existing clientele, who can rest assured that they will continue to benefit from this invaluable resource. We’ll be introducing upgrades to the service before the end of this year with the new, enhanced product going live in early 2014.”

RealityMine’s CEO Garry Partington adds, “Use of mobile devices to conduct market research is undoubtedly the way forward. It’s a game changer and, while some of the key players within the research industry have already seen its value, others are only just beginning to realize the potential it unlocks. With the combination of the USA TouchPoints eDiary and RealityMine’s passive metering technology, we will be able to offer media planners, buyers and advertisers an unprecedented view into consumer behavior.

USA TouchPoints is currently used by many of the top media planning agencies, media companies and brands including Spafax, Katz Radio Group, Omnicom, Zenith, ESPN, OMD, PHD, Digitas, Mediavest, among others.

Patrick Bonomo, CEO, Spafax, says, "We are extremely pleased to see the USA Touchpoints product continue. We have found great value from the way in which it informs us about consumer behavior on the go and we are looking forward to working closely with the company as it unfolds the next
iteration of the product."


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