The tool, called Omnichannel Brand Impact, will help brands, advertising agencies and media owners measure impact across channels including digital, social media, out-of-home, audio and connected television.

Omnichannel Brand Impact works by passively measuring media exposure and then matching advertising exposure to consumers through On Device Research’s panels.

Test and control surveys are then used to isolate brand impact.

Alistair Hill, chief executive and co-founder at On Device Research, said: “As the media landscape continues to fragment, it’s never been more important to deliver accuracy and accountability across each media within omnichannel campaigns.

“We’ve seen a huge rise in the number of campaigns that are across multiple channels, and we hope that our solution will enable brands to research omnichannel in a more consistent, easier and precise way.”