Consumers are now “mobile first” when it comes to digital content, presenting marketers with tremendous new opportunities to engage their audience and build deeper insights about their customers.
NinthDecimal delivers these opportunities by building the most comprehensive understanding of people by connecting their digital and physical lives. As the leading mobile audience intelligence company, we empower marketers with a deep understanding of the “new” consumer throughout their daily lives and across their path to purchase. By leveraging our proprietary technology and robust data from over 1B devices to create custom audience segments at scale, we enable our clients to achieve the best mobile advertising campaign performance and ROI.
Read about how the market is embracing our rebrand:
- MediaPost: JiWire Rebrands As NinthDecimal, Partners With TubeMogul To Support Mobile Video
- ADOTAS: JiWire Rebrands As NinthDecimal, Partners With TubeMogul On Audience Targeted Mobile Video Solution
- Street Fight: JiWire Rebrands as NinthDecimal to Focus on Data Business
- AdExchanger: JiWire Becomes NinthDecimal, Paves Programmatic Paths With WiFi Data
NinthDecimal reflects our company’s vision and evolution, as well as our precision – both in our data and our approach to building audiences. It’s also a fun nod to our location roots, as nine decimals is the last point at which location data still has meaning. We continue to push the envelope on what is possible so we can provide marketers with the most precise mobile audience intelligence.
The IAB Advertising Technology Marketplace Spotlight on Programmatic conference on June 9 had just about everything. There were programmatic industry leaders, there were investors, there were brands, and there was even a decent lunch. The only thing missing from the 2014 discussion was mobile. In the 17 sessions that took place over the course of the day, not one session was focused on mobile programmatic technology, marketplace challenges, or even that it exists. As one programmatic platform manager said, “cookie is the currency.” So where does that leave mobile? Maybe we’ll have to wait until next year to find out.
As NinthDecimal evolves its data platform and continues its first-to-market push with actionable audience data for programmatic buyers, there are some lessons that can be learned from the display ecosystem:
1. Everyone needs to evolve their skill set.
Bob Ivins, Chief Data Officer at Mindshare, said, “We are moving from scale to skill…and that skill is data.” Planners, marketers and sales people alike need to understand that their jobs and this industry are going to be based more on math and statistics skills moving forward. Hiring across the board needs to move from marketing and communications majors to math and economics majors. As programmatic budgets grow, those who can provide value to the efficient buying of media will be the winners.
2. The Superpowers Problem.
Google, Apple, Twitter, Facebook and Amazon have the lion’s share of data about who you are and what you do online, and they aren’t in a hurry to share with anyone. This is even more of an issue in mobile where there is no cookie currency to allow others to build consumer profiles. This reinforces the tremendous opportunity for NinthDecimal to bring a needed data set to mobile programmatic buying and allow everyone to harness the power of audience buying, not just the Superpowers.
3. Out of chaos comes order.
The quote of the day came from Arturo Duran, Chief Innovation Officer, Digital First Media. In addressing the need to test and learn in such a new field he advised companies to be “friends with benefits with everyone.” Different data sets, different bidding schemes will always work differently for different advertisers on different platforms. Testing programmatic strategies has a relatively low barrier to entry, so brands need to do it. As a data provider, NinthDecimal also needs to be open to new ways to build audience segments and make our data available in an ecosystem that is still evolving.
The explosive growth of the programmatic display market is a great sign for the potential in mobile. Inventory with data commands a 3X-7X price premium on the open market as proof of the effectiveness of quality data. There is a massive gap in the amount of data available for mobile targeting, and NinthDecimal is perfectly positioned to fill it. Will the keynote address in the 2015 conference talk about mobile? My guess is yes.
Last week, iMedia hosted a three-day conference to help media agency professionals gain a better understanding of the data-driven marketing world in which we live today. The primary purpose of the conference was to show marketers best practices for utilizing different channels of data at their fingertips to drive effectiveness for their advertising campaigns. As a presenter and attendee, I was able to speak with a number of representatives from creative agencies, media agencies, marketing firms, and technology providers, all of whom are utilizing innovative approaches to incorporating data into their digital marketing strategies. What I learned is that the most successful marketers are those who are able strike the appropriate balance between data and creativity, allowing data to “inform” rather than “drown” the message.
During the panel discussions, presenters emphasized certain core strategies they are using to achieve this balance. Several in particular stood out:
1. Don’t overthink the data
Marketers now have access to more data than ever before to help them optimize their campaigns. However, as Aaron Fetters from Kellogg’s explained, while data can be a sharp tool, over-analyzing it can actually decrease a campaign’s success. Essentially, micro-targeting without relevant messaging is simply not effective.
JiWire addresses this problem by determining how to analyze data in the most efficient way possible at the outset of a campaign. Our insights inform marketers as to where their consumers are shopping, how often they are shopping there, how far they are willing to travel from their home to shop and what type messages are most likely to drive consumers to purchase. JiWire can not only create micro-targeted audiences, but also make sure the most relevant and effective creative is delivered to those select audiences.
2. Use data to truly understand attribution
For too long, mobile marketing has been measured by the “last click” attribution model, which ignores all other experiences that may influence a consumer to purchase. Woody Meachum of OMD highlighted how data can be leveraged to understand attribution in more accurate way. His team worked with publisher partners to analyze the complete consumer online journey, from unpaid search to social media to content experiences, providing different levels of attribution for each step. The net result yielded a significant increase in conversions and a decrease in CPA.
JiWire is working to address the “attribution problem” as well. Our LCI measurement tool helps marketers identify increases in in-store traffic directly attributed to their campaign by comparing the offline behavior of consumers who saw the ad to the behavior of those who did not. LCI also takes into account seasonal traffic, organic traffic and media influences to ensure the most accurate understanding of ad impact.
3. Utilize only the best data available
In addition to not over-analyzing data, it is also important for marketers to select the right data for their campaign strategy. Chris Pope of Haworth discussed the emerging impact of the programmatic space, stressing the importance of working with partners that don’t leverage “look-a-like” modeling, but rather first-party and second-party data.
JiWire’s focus on precision within our data addresses this very point. We define audiences based on their daily activities and locations within a 4-foot radius – precision that is unparalleled in the industry. Individuals should not be categorized in the same audience just because they spend time in the same geo-fence – and it’s JiWire’s commitment to precise data that helps marketers understand and make this distinction.
It was a great three days in Austin, and the conference left me convinced there has never been more resources available to help marketers and media professionals utilize big data in the most effective way possible.
This week, the Digital Advertising Alliance (DAA) released it’s first version of the DAA Ad Market Guidelines for Mobile, a good follow up to the Self Regulatory Guidelines for Mobile they released back in July 2013. It’s good to see standardization around something we all know in mobile. A mobile phone is an incredibly useful device that has been integral to our lives – something that we all rely on and arguably can’t live without. Phones have become incredibly personal, knowing us and our habits, helping to keep us informed about the world, in touch with our friends, entertained about all the things we love and on time to all our appointments. With something this personal, it’s imperative consumers have clear notification, transparency and choice about how companies are using this data.
I remember back in 2012, when I just came up with the name Location Graph, and we at JiWire knew we were onto something big. We knew that mobile was more about location, that location itself was the building block to so many great products and services, but wanted to make sure our customers had full transparency into how we would use their data. So even though we conceived Location Graph way before August 2012, we went to TRUSTe way before launch and told them we needed to figure out mobile together. We didn’t think we had a product without mobile ad choices. I remember the decision sessions about how to anonymize a device identifier before IDFA was even conceived. I remember working with creative folks to make sure there was an invisible touch area behind the icon since that icon can be small for larger fingers. I remember showing how the experience had to be different between static banners and rich media ad units. These are all things we developed in conjunction with TRUSTe that I now see are part of the Ad Marker Guidelines.
JiWire has served a mobile ad choices icon with every mobile ad we’ve served since August 2012. Not sure how many other mobile ad networks can say that.
JiWire has recently submitted some ideas on how the ad choices icon can be used to comply with the Enhanced Notification requirements of the DAA Self Regulatory Guidelines for Mobile. Hopefully our ideas will be approved since standardization in our industry when it comes to privacy is a good thing for all.
Today, we are proud to announce our major accomplishments of 2013 (see here for the press release) most notably that JiWire was profitable in the fourth quarter of the year and delivered more than 100 percent year-over-year (YOY) mobile revenue growth.
These achievements recognize the tremendous progress our company has made in delivering innovative technology to our customers. Our spectacular team, from San Francisco to New York, Silicon Valley and now Chicago (lead by our new VP of Sales, Brian Kilmer) has been working tirelessly to build out our network and data platform. This ad network reached nearly 1 billion anonymous audience profiles, representing 50 percent YOY growth. This is largely due to the fact that advertisers have maintained perpetual demand for our Location Graph™.
Our customers have reaped the benefits of our technology, such as our Location Conversion Index™ (LCI™), the first mobile ROI measurement tool in the industry, which was released in October (see here for the press release). LCI™ represents JiWire’s commitment to delivering cutting-edge, transformative technology.
These achievements underscore the momentum we are witnessing in mobile and audience intelligence. According to Gartner, the mobile ad market is expected to reach $18 billion in 2014 and $41.9 billion by 2017 and we can’t wait to continue to ride the wave of mobile success.
We’re proud to be at the forefront of mobile technology and can’t wait to see what new accomplishments 2014 will bring. Follow us @jiwire to stay in touch!
Today we reveal the key findings from our Q4 Mobile Audience Insights Report, which focused on the QSR and casual dining vertical and how mobile influences consumers’ path-to-purchase behaviors and decisions — from research to determining where to dine.
The results are fascinating and show the integral role smartphones & mobile advertising play in delivering patrons to QSR & casual dining restaurants. For example, did you know that consumers prefer mobile over online by 117% as their source for informing dining decisions?
A few additional key findings:
- 75% of consumers are likely to try a new menu item after seeing a mobile ad.
- Menu information (33%), special offers (24%) & location (21%) were the most influential ads for driving patrons to restaurants. This info offers marketers an opportunity to increase engagement & ROI by optimizing based on consumer behavior.
- Mobile ad campaigns delivered 37% lift in drive-to-location for all client campaigns in the 2H 2013; and 35% lift in visits to QSR & casual dining establishments vs. consumers not exposed to the ads.
Learn more about mobile’s growing influence in consumers’ QSR & casual dining decisions in our full Q4 Mobile Insights Report. How do you engage with fast food and casual dining restaurants? Tweet us at @jiwire and let us know!
As we see the fast-evolving industry of mobile marketing technology continue to progress, we can’t wait to see what other trends will emerge. Considering the sudden growth in the industry, we feel it’s a perfect time elaborate on our top three predictions for mobile technology trends in 2014:
Turning Big Data into Mobile Intelligence: Location data acts as a real-world cookie in mobile, revealing a unique audience signal via massive amounts of data. This year, we will see the most effective mobile advertisers leverage big data platforms that translate raw location data into actionable audience intelligence and communicate with their core audiences like never before.
Completing the Path-to-Purchase Puzzle: Mobile usage has transformed the traditional path to purchase, and has given companies an unprecedented view into purchaser activity. Connecting the dots between online and offline purchases however, reveals even more about consumer behavior. By linking consumers’ interactions between the physical and digital worlds seamlessly, marketers can create an even richer profile of their targeted audience.
Measuring Mobile ROI: The ability to track beyond the click with new measurement solutions has given marketers a higher level of understanding into the effectiveness of their mobile ad campaigns. However, this leaves a critical question unanswered — whether their mobile ads are actually driving customers into stores and leading to sales. This year, brands will seek robust solutions that offer advanced measurement and ROI capabilities that span the consumer’s path to purchase.
What are your predictions for mobile marketing this year? Connect with us on Twitter with our handle, @jiwire
Join us at the Mobile Media Summit San Francisco next Tues. Jan 21st. David Staas, JiWire’s president, is participating on the “Mobile ROI Measurement Gets Real” panel with other industry leaders from Digitas, Swirl & Joule from 2:45pm-3:45pm. Greg Sterling of Internet2Go & Opus Research will be moderating.
We look forward to a lively and productive discussion examining the new solutions that are enabling marketers to measure the success of their mobile ad campaigns, as well as hearing each panelists perspective on what’s currently working and what still needs to be done to provide brands with solutions that accurately measure their mobile campaign ROI.
In October, JiWire launched our ROI measurement tool, Location Conversion Index™ (LCI™). which enables marketers to truly understand how their mobile ad spend influences customer behavior and results in actual foot traffic. .
Don’t miss out! The conference is almost sold out so register today via the MMS-SF registration page, and join the conversation on Twitter via @MobileMSummit & #MobileMSummitSF. We hope to see you at MMS-SF on the 21st!
When it comes to grocery shopping, Thanksgiving week is perhaps one of the busiest of the year for grocery stores and consumers alike. For our just-released Q3 Mobile Audience Insights Report, we did a deep-dive into the Consumer Packaged Goods (CPG) vertical, to uncover audience trends in mobile usage and how people are engaging with CPG brands. We found that people are heavily reliant upon their mobile devices throughout the grocery path to purchase, and make decisions based on information made available to them via mobile device.
So what should CPG brands be thinking about as they approach one of the biggest food-related holidays of the year? Our research revealed that consumers are more likely to be influenced by retailer-initiated notifications than by information they need to seek out on their own via mobile search. Specifically, the majority of consumers report being influenced by notifications of sales or promotions, and 47% say they have tried a new product or brand as the result of seeing a mobile ad. While sales and promotions are the largest influencers of shoppers’ purchase decisions, recipes come in a close second with 54% of women and 37% of men adding items to their list if a recipe calls for it. These Insights reveal that even though some families’ Thanksgiving traditions may not change, most consumers are actually open to trying new brands revealed to them in mobile ads, in sales or promotions, or included in recipes.
Michael Boland’s latest article on mobile attribution traces the evolution of mobile advertising as it ties into real-world foot traffic and purchase behavior. Because 93% of U.S. retail spending happens offline, advertisers have an urgent desire to understand how their mobile marketing dollars translate to actual store visits and purchases. Boland highlights how the focus has now shifted to location data analysis since other efforts to “close the loop”, like mobile payments, have a slower evolution due to fragmentation in the market.
This is why we created the Location Conversion Index, the industry’s first mobile ROI metric that measures the actual increase in store visits as the result of a specific mobile campaign (instead of simply comparing foot traffic before and during a campaign. In addition, LCI is the most accurate measurement of mobile ROI in the market because it factors out any store visits that may have occurred because of seasonality, or because the person is a regular customer who would have visited the store anyway, or because of other marketing efforts running in tandem across other mediums. LCI is the only mobile ROI measurement that considers how other factors affect store traffic and thus is never inflated, as Boland comments is the problem with other industry solutions.