LCI® TV Provides Marketers With New Conversion Metrics That Identify How TV Advertising Affects Consumer Behavior in the Physical World
SAN FRANCISCO — October 15, 2015 — NinthDecimal, the leading mobile audience intelligence company, today announced the launch of LCI® TV, an extension of it’s omni-channel audience and measurement platform designed to provide marketers with new conversion metrics to solve the attribution challenge within the TV industry. This news is part of today’s partnership announcement with TiVo® Research, a subsidiary of TiVo Inc., a leading cross-media research, measurement and analytics company.
NinthDecimal’s LCI® TV solution reinvents TV measurement by tying viewing data to physical-world behavior and giving marketers a way to accurately measure the offline attribution of their TV ad spend. Marketers gain insights into which TV network or show, audience segments and creative drove greater conversions. In addition, when TV data is combined with other media types, marketers gain a better understanding of their media mix performance, such as whether TV-only exposure, mobile only, or TV and mobile drove the greatest lift.
The evolution of how people consume TV programs across multiple devices is transforming marketing strategies and measurement needs, causing marketers to re-evaluate their TV advertising spend. These changes are creating a surge of demand across the industry for more data and new forms of measurement to more accurately evaluate the effectiveness of TV advertising, particularly in the area of conversion metrics.
NinthDecimal’s data-driven solution goes beyond TV measurement to include a comprehensive range of capabilities that span the campaign lifecycle from planning to targeting to measurement. The four core offerings include:
- LCI® TV: Directly measure the impact of TV ads on in-store visits.
- TV Campaign Planning: Buy TV ads based on where people who watch specific shows go in the physical world.
- TV-to-Mobile Retargeting: Retarget audiences on mobile devices based on their TV viewership.
- TV Tune-In: Promote a TV show on offline or digital media and measure the tune-in lift.
“Integrating LCI® TV with data from partners like TiVo Research enables us to provide marketers with unprecedented ability to target precise audiences across multiple channels, including TV, digital and mobile, and then directly tie those exposures to physical world visits, like in-store foot traffic,” said NinthDecimal President David Staas. “As media consumption becomes increasingly complex and fragmented, NinthDecimal provides the glue that connects omni-channel marketing and accurate ROI.”
NinthDecimal is the leading mobile audience intelligence company empowering marketers with the most comprehensive understanding of people by connecting their digital and physical lives. Fortune 500 companies and marquee brands, including American Express, Comcast, Kraft, Microsoft, Starbucks, Target and Toyota, use NinthDecimal to achieve high-performing campaigns by reaching and engaging the same audience across all media channels on one single platform. By bridging online and offline data sources, NinthDecimal offers the most precise audience solution in the market to create a true understanding of mobile consumers and how to engage them throughout their path-to-purchase. Its Location Conversion Index® (LCI®) is the industry’s most precise offline attribution solution that goes beyond the click to measure physical-world behavior at the point of purchase, and data partnerships with companies like Axiom, Oracle BlueKai, Oracle Datalogix, Experian, LiveRamp, Neustar and more provide a comprehensive closed-loop solution.
NinthDecimal is headquartered in San Francisco with offices in New York City, Boston, Chicago, Detroit, Los Angeles, and Silicon Valley. Follow us on Twitter (@NinthDecimal) and like us on Facebook. Learn more at NinthDecimal.com.
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