Jargon Buster

Based in Prague, MGE Data is a specialist in geographic information systems and geo- marketing technology data. MGE Data provides the MobiTest GPS meters for Route, and undertakes modelling work for parts of the Route study.

An ad that plays in the middle of digital content. These are often considered more engaging due to the listener's attention being already captured.

A somewhat loose term which is generally used to refer to the generation born from c. 1980 until the mid-2000's (and sometimes onwards), who grew up in a world of digital technology and mass media. 

Refers to an experience that is a hybrid of AR and VR. The viewer is still able to see the real world but virtual objects are incorporated seamlessly into that environment. These virtual objects are anchored to the real world and thus, the objects change perspective. For example, objects will get bigger as a user approaches them. This differs from AR where virtual objects do not change perspective as a user moves.

A message sent via a Multimedia Messaging Service that contains multimedia objects.

Any form of advertising that is communicated to the consumer / target via a mobile device. 

Multiple mobile messages, usually delivered as part of a coordinated campaign.

Datasets that understand how your audience moves between postcode districts throughout the day.

Frames that are situated in the car parks or slip roads of motorway services.