MX agency Bicycle partners with ViewersLogic


Bicycle, the Media Experience (MX) Agency, has announced 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 said it 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, said: “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.”