Geomentum will examine how customers behave and respond to marketing communications and then provide insights into how to optimise performance through the testing and measurement of alternative media.

The firm’s CEO, Dave Walker, said: “Geomentum starts from the premiss that all sales are local. Many marketers want to align with that singular insight, but the complexity of such an effort has proved overwhelming, until now. We’ve leveraged hyper-local data, with sophisticated technology and analytic methods to make hyper-local media considerations not only possible, but simple.”

Mediabrands has spent the past two years preparing for the launch of the firm which it said creates “a new standard for local media planning and activation”.

Nick Brien (pictured), president and CEO at Mediabrands, said: ““Geomentum is ahead of the mass-localisation curve and presents a major commercial motivation for media owners and technology providers to evolve their products to enable hyper-local addressability and targetability for marketers with a local presence.”