Largest Measured Audience for In-Store Attribution Solves Marketers’ Challenge of Measuring Campaign Impact on Consumers’ Physical-World Behavior
SAN FRANCISCO — April 14, 2016 — NinthDecimal, the leading omni-channel audience and measurement company, today announced more than 155 top media publishers and ad networks have joined its Location Conversion Index partner network, including Amobee, Kargo, Opera Mediaworks and RocketFuel. Fueled by market adoption of LCI for cross-device measurement, LCI Verified Partners include eight of the 10 largest US digital media properties according to comScore, and eight of the nine top demand-side platforms (DSPs) according to Forrester. Over 80 partners are certified for cross-device measurement.
With this broad ecosystem, NinthDecimal gives agencies and brands unparalleled reach to measure campaigns with any of their preferred media partners. Hundreds of brands leveraged LCI® over the past year to better measure incremental lift in store visits and understand the effectiveness of their marketing spend. Clients adopting LCI® include Target, McDonald’s, and FOCUS Brand’s properties – Auntie Anne’s, Moe’s Southwest Grill and Sonny’s BBQ.
NinthDecimal’s measured audience also expanded to over 135 million consumers, generating over 1.5 trillion data points per month. Representing over two-thirds of all US smartphone owners, and 85 times larger than alternative panel-based approaches, this footprint provides marketers the largest measured audience for in-store attribution. As cross-device campaigns average seven times more impressions than mobile-only campaigns, that scale has become a requirement for accurate cross-device measurement.
Benchmark Data Reveals Cross-Device Campaigns are 60 Percent More Effective
NinthDecimal also revealed new campaign results highlighting the continued evolution of its omni-channel attribution solution. Agencies partnering with NinthDecimal have driven a 24 percent incremental lift in store visits on behalf of their clients via both mobile and cross-device campaigns.
With over four billion cross-device campaign impressions measured to date, NinthDecimal released initial benchmarks on overall performance. The insights revealed that desktop-only campaigns averaged a 15 percent incremental lift in store visits. By comparison, campaigns that combined mobile app, mobile web and desktop averaged a 24 percent incremental lift in store visits, reflecting a 60 percent greater performance for cross-device campaigns when it comes to in-store conversions.
The Most Accurate Omni-Channel Measurement
NinthDecimal’s LCI® is built on the industry’s most accurate and precise data signal, measuring actual store visits instead of foot traffic in the vicinity of a store. This precision unlocks the true power of omni-channel measurement, particularly with non-digital media. Top agencies, brands and television networks are now leveraging LCI® to bring conversion metrics to TV and out-of-home advertising.
By providing a common currency for measurement across all media, LCI® enables marketers to understand which channel drives the greatest ROI. A global QSR brand recently deployed LCI® to measure incremental store visits tied directly to a major TV sponsorship. The results revealed the TV campaign outperformed digital, delivering an incremental lift 2.9 percent higher than the QSR benchmark for mobile and desktop campaigns.
“Marketers are rapidly investing in cross-channel marketing, and as a result require new metrics that can be applied across all of their media,” said NinthDecimal President David Staas. “NinthDecimal’s scale of audience and partners, precision and cross-platform capabilities provide the leading measurement solution built to meet these new demands.”
NinthDecimal is the leading omni-channel audience and measurement company, operating at the intersection of the digital and physical worlds. Fortune 500 companies and marquee brands, including American Express, Comcast, Kraft, Microsoft, Starbucks, Target and Toyota, use NinthDecimal’s data to plan, activate and measure campaigns, while gaining deeper insights into their audience and overall business. By bridging online and offline data, NinthDecimal’s pioneering Location Graph platform offers the most precise audience solution in the market to understand today’s consumer and how to engage them throughout the path-to-purchase. Its Location Conversion Index® (LCI®) is the industry’s first offline attribution solution that goes beyond the click to measure physical-world behavior at the point of purchase, and data partnerships with companies like Acxiom, BlueKai, Datalogix, Experian, LiveRamp, Neustar and more provide a comprehensive closed-loop solution.