NinthDecimal Makes the Inc. 5000 List of Fastest-Growing Companies for the Third Year in a Row

We’re excited to share yet another remarkable NinthDecimal milestone! Generating an incredible three-year growth of 542%, NinthDecimal is not only among the top fifth of private companies in the country to join the prestigious Inc. 5000 but also the highest ranked location intelligence company on this year’s list.

With a ranking of #835, we are just a small fraction of companies that have been named to the list three consecutive times. An impressive feat when you consider the high-level growth rate a company needs to sustain as it significantly increases revenues such as NinthDecimal has done. When compared to companies of NinthDecimal’s revenue size or greater, its in the top 70 of those companies listed in the Inc. 5000 (or the top 2%). In terms of similar sized Marketing and Advertising companies listed, NinthDecimal is ranked #8.

“Making the Inc. 5000 list three years in a row is a testament to NinthDecimal’s ability to to innovate and introduce new solutions to a market that is constantly evolving at an unbelievable pace,” said David Staas, President of NinthDecimal. “Our growth continues to be fueled by strong market demand for NinthDecimal data and measurement solutions.”

The 2017 Inc. 5000, unveiled at inc.com and with the top 500 companies featured in the September issue of Inc. is the most competitive crop in the list’s history. The average company on the list achieved a mind-boggling three-year average growth of 481%. The Inc. 5000’s aggregate revenue is $206 billion, and the companies on the list collectively generated 619,500 jobs over the past three years.

“The Inc. 5000 is the most persuasive evidence I know that the American Dream is still alive,” said Inc. President and Editor-In-Chief Eric Schurenberg. “The founders and CEOs of the Inc. 5000 tell us they think determination, risk taking, and vision were the keys to their success, and I believe them.”

Rapid Innovation and Time to Market Driving Business Growth

NinthDecimal reached profitability in 2016 which contributed to its inclusion to the Inc. 5000 for the third straight year. It’s momentum has continued through 2017 with the recent acquisition of MoLOGIQ and partnerships with hundreds of the world’s leading brands, agencies, media publishers, and marketing technology companies. As a result, 2017 is shaping up to be another strong year for NinthDecimal with much more to come.

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Methodology

The 2017 Inc. 5000 is ranked according to percentage revenue growth when comparing 2013 to 2016. To qualify, companies must have been founded and generating revenue by March 31, 2013. They had to be U.S.-based, privately held, for profit, and independent—not subsidiaries or divisions of other companies—as of December 31, 2016. (Since then, a number of companies on the list have gone public or been acquired.) The minimum revenue required for 2013 is $100,000; the minimum for 2016 is $2 million. As always, Inc. reserves the right to decline applicants for subjective reasons. Companies on the Inc. 500 are featured in Inc.’s September issue. They represent the top tier of the Inc. 5000, which can be found at http://www.inc.com/inc5000.

‘Tech Blog Writer’ Talks With President David Staas About How Location Data Is Fueling People-Based Marketing And The Recent Acquisition Of moLOGIQ

The Tech Blog Writer Podcast

The Tech Blog Writer Podcast

Neil Hughes, Tech Columnist and host of the popular podcast series ‘Tech Blog Writer’, recently spoke with NinthDecimal’s President David Staas about how location data is creating new opportunities around people based marketing; transforming TV advertising – a $70 billion industry, and how major brands are using location intelligence to better understand the customer journey. Hughes and Staas also discuss the impact the moLOGIQ acquisition will have on NinthDecimal’s business and what lies ahead for the MarTech industry.

“Big take away for me – although we are talking about location data – it’s really about connecting people rather than places.”
– Neil Hughes

Webinar Round-Up: Full-Funnel Attribution Success & Future of Television

Everything you missed, on-demand.

OTT Marketing Cloud with Tru Optik

You know NinthDecimal enables advanced TV advertising on linear… but did you know we have the same capabilities across OTT? Join tomorrow’s webinar to learn how you can activate today!

You’ll learn:
• The value of using location data to identify your best customers
• About powerful audience segments informed by physical world behavior
• Why – and how – location-based audiences are activated across the TV landscape
• How leading marketers are measuring success

View the webinar slides here.

Adweek Webinar Series: Full-Funnel Attribution Success: More Than Just ROI with Affinity Solutions

Retail marketers tend to mistake attribution for a one-trick pony—a post-campaign “proof of ROI.” But attribution can be so much more. By applying attribution methods across the full customer lifecycle, you can uncover how your media affects customer perception and behavior across their entire path-to-purchase: from impression to store visit to purchase.

Join attribution experts from NinthDecimal and Affinity Solutions as they share how insights from a full-funnel attribution solution can drastically change your marketing decisions. You’ll find out:

A methodology for unlocking full-funnel attribution
What you can learn about customer behavior
How brands are using this kind of data to impact their marketing

Listen on-demand here.

Brand Innovators Webinar Series: The Future of Television with Viacom Vantage

Traditional television is anything but traditional today. Big broadcasters make content available via live TV, streaming, mobile, on-demand, subscriptions, cable, OTT…but what does it all mean to advertisers?

You now have more opportunities for using data in TV across planning, targeting, attribution, and ultimately reaching the best audiences. Join us for a lively panel discussion with Gabe Bevilacqua, Senior Vice President of Product Management at Viacom Vantage, and Kevin Ching, Vice President of Data at NinthDecimal, as they explore consumers’ shifting viewing habits, new tools, and untapped opportunities for marketers to apply the data of digital to the scale and emotion of television.

Listen on-demand here.

NinthDecimal Helps RaceTrac Hit All Green Lights During Its Mobile Evergreen Campaign

As featured on Mobile Marketer earlier this month, RaceTrac, operator and owner of more than 450 convenience stores in the south, launched an Autumn EverGreen mobile ad campaign encouraging guests to drop in for their pumpkin coffee and cappuccino.

The campaign was focused on tapping into the idea of targeting people who have previously shown interest in the company’s products or services when they’re nearby.

 

To reach RaceTrac’s target audience, NinthDecimal led the development of geofences around its locations and created an interactive ad-unit showing the nearest RaceTrac store. After launching the drive-to-store mobile ad campaign, RaceTrac had an impressive 47% increase in incremental visits. Other highlights from the campaign include:

  • Profiles of people who saw the ad and visited a RaceTrac location: Males, Ages 35-44,
  • Do-it-yourself (DIY) Enthusiasts, Movie Goers, and Pet Owners. ninety percent of visitors were from a 10-mile geofence, with almost half of those visitors living 3-5 miles from a location.

Ready to “rev” your campaign up and kick your marketing into high gear? Contact us at [email protected]

Announcing our Partnership with Affinity Solutions

Affinity Solutions Announcement

Affinity Solutions Announcement

We’re excited to announce our partnership with Affinity Solutions, a leading provider of purchase-driven marketing solutions. This partnership empowers retailers to create a link between store visits and actual purchases. Learn more here.

To kick-off our partnership, we’re hosting a webinar on Thursday, June 22 at 1 pm EDT. Join to hear from attribution experts from NinthDecimal and Affinity Solutions as we share how insights from a full-funnel attribution solution can drastically change your marketing decisions. You’ll find out:

  • A methodology for unlocking full-funnel attribution
  • What you can learn about customer behavior
  • How brands are using this kind of data to impact their marketing

Register here.

Carat Makes The Grade at 9DU

School was back in session at NinthDecimal University, this time at Carat’s Mobile Immersion Day in Santa Monica. Visiting “professors” Keith Kilpatrick and Kim Thom led the class in three interactive workshops highlighting the use of mobile location data and NinthDecimal’s capabilities and methodology.  Teacher Cat Davenport got the Carat team’s gears cranking on how to apply this new information to current and upcoming campaigns, grading their Pop Quizzes and Take Home Tests for extra credit prizes.

Carat visited NinthDecimal’s Science Fair to gather educational materials like 9D’s Programmatic and Measurement Playbooks and details about NinthDecimal’s leadership in location-derived data and insights.  They were encouraged to use their mobile devices to capture interactive QR codes in the Media Gallery to experience NinthDecimal’s custom rich media units in action. TA’s Angela Hsi, Jenny Wagner and Haris H walked attendees through different “courses” of action offered at NinthDecimal, like the LCITM dashboard to illustrate the “math behind the science,” amazing the folks from Carat with the amount of in-depth campaign information readily available to them. Stephanie V went to the head of the class, leading Team 9D in a location focused panel discussion with Verve and Carat outdoor division, Posterscope. A+ students were treated to some great 9DU branded notebooks and beach towels, making it just as much fun to hit the books as it is to hit the beach.

9Dialogues: Featuring Ryan Kanterman

Ryan Kanterman, VP of Measurement, NinthDecimal

9Dialogues Provides an Inside Look at the NinthDecimal Culture and the Amazing People Behind Its Success

In this installment of “9Dialogues”, we speak with Ryan Kanterman, VP of Measurement, about how he’s seen the company grow and why marketers are ready for more advanced forms of attribution.

What is your role at NinthDecimal?

I oversee NinthDecimal’s measurement division. My team and I help clients understand how their campaigns have impacted people to visit real-world locations, and whether those visits are directly caused by advertising. In addition, I spend a lot of time educating the market on the importance of foot traffic measurement and how it can help marketers measure and optimize their campaigns.

You’ve been here for almost nine years. How have you seen this company grow and change in that time?

It has definitely been a roller coaster since I joined in 2008! When I first started, we were a Wi-Fi advertising company that ran the advertising layer on top of Wi-Fi login portals, pretty much sticking to 300×250 ads, and, if you were lucky, 728x90s.

Once smartphones became more popular, we started expanding outside of the walls of Wi-Fi venues to gather and use smartphone location signals to understand audiences. Eventually, we shifted the entire business to this emerging technology, building our proprietary Location Graph which connected where people went in the real world to their smartphones and other devices, which we could tie to an individual person.

Fast-forward again on this journey of JiWire to NinthDecimal, and we realized that the data we were working with was so massive and so powerful that we could use it for more than just media, so we made the data portable, allowing marketers to buy audiences programmatically and through DSPs. It also allowed us to open our proprietary measurement solution (LCI™) to measure across the entire media ecosystem. We’ve now certified over 220 publishers and partners for attribution across the industry.

Most recently, we’ve been building our omnichannel capabilities and can measure media across mobile app, mobile web, desktop, and even more traditional media like TV and Out of Home. I see this as one of the really exciting opportunities for us as we establish ourselves as the industry standard for offline attribution.

What do you think is the biggest challenge for marketers in relation to attribution?

Because it’s a fairly new space, I think there’s a lack of education in the market. There are multiple players in this space and a lot of noise and clutter which makes it challenging for advertisers to differentiate between attribution options.

One of the things I like to focus on is the importance of statistical rigor in an attribution methodology. Every time we are vetted against other measurement solutions in the foot traffic space, we have emerged victorious because when you look under the hood, we are doing quite complex things that allow us to understand the actual impact of advertising, while others can’t really assign causality and can only provide observational metrics.

How can marketers identify statistical rigor in a measurement solution?

Start by looking at the reporting. There are vendors out there who don’t report on confidence interval or show confidence intervals that are lower than 95%; in a lot of cases it’s sub 70% which is literally meaningless.

We often speak with analytics teams who want to get under the hood to make sure we’re using things like AdStock decay, which reduces the value of a visit as time passes, historical visitation patterns in control/exposed matching, and the removal of outliers like employees. These are all things we account for in our methodology.

We believe all of this is really important when evaluating solutions. But our clients come to us with varying levels of knowledge about statistics and attribution, so we have to make sure we’re able to prove the value whether we’re talking to a media-buying team, analytics team, client team responsible for brand engagement, or even finance team. This can be a challenge, but as a company and team we’re well positioned to have these different conversations.

What is your favorite part about working at NinthDecimal?

I have continuously been excited about working for this company because as time goes on, we are consistently evolving. We’ve been ahead of the game in market innovation and, most importantly, we do things with integrity, which I’ve found is sometimes rare in our industry. We don’t release new products or solutions until they are fully baked and we comprehend their implications to both our clients and the market at large. Because of this, we have been held in high regard since the beginning of this company, which again is rare in the media landscape. I’m proud to be part of the NinthDecimal family and I look forward to the future!

NinthDecimal Infographic: DC Movers, The Data Behind the President’s First 100 Days in Office

Millennials, Healthcare Professionals and Household Income Rise Among New D.C. Residents Following the President’s First 100 Days in Office

Following the 100th day of a new administration in the United States, Americans typically take time to re-evaluate the latest inhabitant of the White House and consider what the events of the first few months could mean for the next four years. There are plenty of journalists and pundits that are far more qualified to analyze the political ramifications of these first 100 days, so we thought it would be interesting to look at people’s physical-world behavior to understand the changing dynamics in our nation’s capital when a new administration arrives. To uncover these insights, we compared the demographics, interests, and behavior of people that relocated to Washington, D.C., around the inauguration to those that moved out around the same timeframe.

Millennials On the Rise, But Gen-Xers Still Represent Core of Dynamic D.C. Residents

According to the study, Millennials (18-34 years old) represent a growing segment of the capital’s new population, accounting for more than one-fifth of residents (21.1%) that moved into the city compared to 19.3% of residents that moved out, the largest difference between incoming and outgoing residents. However, members of Generation X (35-54 years old) still account for nearly half of the people that relocated, and those who moved in (48%) increased slightly compared to those who moved out (47.5%).

The data also showed that the neighboring states of Maryland, Virginia and Pennsylvania led all others in both sending new residents to D.C. and taking in former residents, accounting for almost half of each group. Florida and New York were also in the top five for both categories, but a much larger portion of new residents came from New York (9.1%) than those that moved there (7.1%), while the reverse was true for Florida – 8.2% of former D.C. residents ended up in the Sunshine State, while just 6.2% arrived from there.

Household Incomes Above $250K On the Rise; Percentage of Government Employees Drop While Healthcare Professionals Grow

New residents were more likely to fall on both ends of the income spectrum, with a greater portion of annual household incomes (HHI) under $50K or above $250K compared to former residents. HHI over $500K increased by 60%, the largest comparative lift among any segment (going from 0.10% to 0.16%). All HHI segments between $50K and $249K decreased when comparing new to former residents.

The study also showed significant changes in professions between incoming and outgoing residents, with the largest relative change brought about by new residents who work as healthcare professionals (10.1% compared to 8.9% of former residents – a 14% lift). People working in government-related fields represented the largest raw percentage change between the two groups, falling from 16.6% to 14.5%. The portion of new residents with jobs in finance or education also decreased by about 1% compared to former residents.

Leisure Travelers and Health Enthusiasts Increase While Cost-Conscious Shoppers and Big Box Shoppers Decrease, But Subway Remains Top Visited Locations for New and Former Residents

The data showed major shifts between new and former residents’ interests and shopping habits. Leisure travelers, health enthusiasts, and luxury shoppers made up a significantly higher percentage of new residents compared to former residents while cost-conscious shoppers and big box shoppers were sharply down. Among former residents, 18.7% were cost-conscious shoppers and 17.1% shopped at big box stores, but those numbers fell sharply among new residents to 8.9% and 7%, respectively – a relative decrease of more than 50% across both categories.

In line with the overall lift in financial status, activities associated with greater wealth, such as leisure travel and luxury shopping, were far more popular among new residents. Leisure travelers saw a whopping 336% comparative increase, rising from just 3.4% of former D.C. residents to 14.9% of people that moved into the capital. Luxury shoppers saw a 30% lift between the two groups, going from 4.4% to 5.7%. The portion of health enthusiasts also rose 33% in comparison to former residents, with 36.2% of new residents seen at gyms, day spas, athletic clubs, natural food stores and healthier grocery stores multiple times within the past three months.

But even with the shifts between new and former residents’ interests and behaviors, some patterns refused to change. In this case, it was the fact that the most-visited locations for both groups were Subway, the “healthy fast food chain,” with about 4% of each group stopping by for a quick bite on a regular basis.

To view the infographic illustrating the study’s findings, click here.

9Dialogues: Featuring Liam Beesley

Liam Beesley, Art Director, Creative at NinthDecimal

9Dialogues Provides an Inside Look at the NinthDecimal Culture and the Amazing People Behind Its Success

In this installment of “9Dialogues”, we speak with Liam Beesley, Art Director, Creative, and his insights into creative trends, the next steps for ad units, and favorite campaigns.

What is your role within NinthDecimal?

I lead the design and production of Rich Media Ad Unit campaigns & RFP mocks.

How did your creative background lead you here?

I started off my design career as a Flash animator for websites, then began building websites fully in Flash. I also have a print background. When Flash stopped being supported and replaced with HTML5 animation solutions, I jumped at the chance to get back to my animation roots. Designing Rich Media (RM) animated interactive ads gave me that opportunity.

Do you have any favorite campaigns that you’ve designed?

My favorite ad units have two major elements: 1) Design 2) User interactivity. I worked on a campaign last year for a company that featured a gyroscope animation sequence. Users could control the motion of a firefly in the unit by changing the axis of their phone, and the firefly would move accordingly, flying along a changing background. Recently I built a unit for Snowmass in Colorado where the user could self-animate changing scenes by ‘shaking’ their phones.

I like designing these types of ad units because they allow the user to feel like they are getting more than an advertisement to buy something; it actually gives them the opportunity to have a bit of fun while engaging with a brand.

What are some of the creative trends in mobile that you are most excited about?

There are two that I think are great:

  • Vertical Video: Standard film is shot in landscape mode for mediums like TV, Cinema & Desktop, but with the advent of smartphone video, the user must flip their phone from portrait to landscape for the video to fill the screen. Vertical Video takes advantage of the phone user’s natural tendency to hold their phone in portrait mode and not have to flip the phone to see the full video. One drawback is that the original film is cropped at the sides; however, in post-production I can switch the video’s focal point to the center of the action so as not to lose the integrity of the footage.
  • Dynamic Creative: This solution accommodates multiple variables (weather, day of week, audience, etc.), to ensure the correct creative is going to the right audience at the right time. A clothing company for example with a range of products can now customize an ad with beachwear creative for a user in California that is experiencing sunny, warm weather, and different creative to a user who is experiencing snow in Colorado. All the creative versions live in the same campaign and are delivered to the user when the conditions are met.

What type of ad units are underutilized?

Games. Many of the ‘out of the box’ games come with inflexible RM software that requires significant development by third party engineers to customize, which prolongs projects. Hopefully RM software vendors will soon offer a larger variety of in-built games that designers like myself can customize for clients.

What questions do you ask the client in order to recommend the right creative approach?

I have a ‘creative kick off call’ to understand the objectives of the client’s campaign. I listen to their ideas, offer my take, and, from there, direct them to a solution that I believe will work for them. I like to inform the client what I will produce before I start a project so as to get all teams on the same page in order to avoid any surprises when they receive the creative.

What do you think makes the most effective ad unit?

A simple, beautiful, easy user interface that delivers the right message visually.

Where do you see the future of ad creative headed?

I see it moving towards video. Having video with interchangeable, interactive elements is a growing trend in the “dev” world. There is a shift in presenting video in different formats with a focus on user engagement and interaction, in a shorter length of time. Clients recognize they need to grab users’ attention in a shorter time frame because they generally don’t stick around for a :30+ sec video. Offering more for the user in a 10-15 sec time frame is definitely a trend.

What is your favorite part of working at NinthDecimal?

I love collaborating with the different teams that all play a key role in any campaign. The 9D team is very versatile, collaborative, and can improvise when needed. There is such a positive work atmosphere and the culture is fabulous.

NinthDecimal and Tru Optik Form An Over-The-Top Partnership

We’re excited to announce a new partnership with Tru Optik, the only audience measurement and data management platform built for over-the-top (OTT) television.  that will allow marketers to leverage consumers’ physical-world shopping, dining and lifestyle behaviors for OTT television ad targeting and campaign performance assessment.

Using Tru Optik’s recently launched OTT Marketing Cloud, marketers now have the unique ability to use NinthDecimal’s audience intelligence in conjunction with other CRM data to activate cross-device, programmatic and direct OTT television campaigns.

“Our partnership with Tru Optik delivers an entirely new level of reach and accuracy for marketers that want to take full advantage of OTT’s targeting and measurement capabilities,” said Brian Slitt, Chief Revenue Officer at NinthDecimal.

“With specific consumer profiles and preferences based on physical-world behavior, including their affinity to specific brands, marketers can more accurately reach OTT audiences that align with their media campaigns. We’re excited about what both companies can deliver to the market under this new partnership.”

Learn more here about our exciting new partnership.