Mobile audience intelligence company NinthDecimal has launched LCI TV in partnership with TiVo Research, a subsidiary of TiVo. Through the integration of TiVo Research’s TV viewership data and NinthDecimal’s mobile audience intelligence and location data, the partner solution establishes whether exposure to a TV commercial correlates to incremental foot traffic to a brand’s physical location, such as a retail outlet, QSR, auto dealership, or movie theatre, and if exposure drives physical-world conversions. The data gives insight into what aspects of a campaign drove greater ROI by examining measurements across networks, dayparts, programmes, creative executions, and audience segments. Marketers can better understand their media mix performance to see which combinations of TV and mobile exposure drove the greatest lift.
“We are very excited to partner with NinthDecimal for the launch of LCI TV,” said Frank Foster, Senior Vice President and General Manager of TiVo Research. “Digital media has the benefit of census data and post-click attribution, but television still lacks the mechanisms to precisely measure the impact of advertising on perception and behaviour. Through this integration, we are able to draw a direct line from television exposure to foot traffic and physical-world conversions, enabling companies to more precisely measure the effectiveness of their ad spend.”
“Our partnership with TiVo Research takes the first step in transforming TV measurement by providing marketers with the data necessary to target audiences across different channels and measure the physical-world impact of specific TV campaigns,” said NinthDecimal President David Staas. “By bringing the same level of insight, precision and integrity to TV advertising that we have for mobile and online display ads, we finally can offer true one-to-one, omni-channel capabilities for brands.”