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NinthDecimal Teams With TiVo On In-Store Attribution For TV Ads

Location advertising is no longer the sole province of smartphones.

NinthDecimal's David Staas
NinthDecimal’s David Staas

Mobile analytics platform NinthDecimal is moving beyond the smartphone by integrating its data with TiVo Research’s interactive TV viewership metrics to show retailers whether or not cross-screen ads drove customers into their places of business.

The collaboration with the digital video recorder company’s viewer insights arm follows several other partnerships NinthDecimal has struck in the past year as it looks to join its mobile measurement and location intelligence to other media channels beyond the smartphone. Last month, NinthDecimal began working with cross-platform player Tapad on online-to-offline attribution. In March, NinthDecimal signed an exclusive pact with media shop ZenithOptimedia with the lofty aim of creating “a new standard of omnichannel measurement and audience insights” for the Publicis Groupe’s media agency clients.

Do Ads Work? Prove It.

“If you talk to any brand marketer who is in charge of the TV budget, any agency in charge of the TV budget,” said David Staas, NinthDecimal’s president,” they’ll tell you, ‘I intuitively know that TV works — I just can’t quantify it. How do I prove it better? When I’m getting all this great data from the digital team and digital’s trying to take dollars away from TV advertising, how do I show an ROI that can be competitive to digital, that can prove the value of TV and also provide sort of the apples-to-apples comparison around how TV performed on a campaign?’ This solves all those challenges that a marketer has.”

TiVo Research's Frank Foster
TiVo Research’s Frank Foster

By working with NinthDecimal, TiVo Research hopes to answer whether exposure to a TV commercial can mean  incremental foot traffic to a brand’s physical location, such as a retail outlet, QSR, auto dealership, or movie theater, and if seeing one of its ads actually drives physical-world sales. The data promises to provide insight into what aspects of a campaign drove greater ROI by examining measurements across networks, dayparts, programs, creative executions, and audience segments. Furthermore, if all goes to plan, marketers will be able to better determine their media mix performance to see which combinations of TV and mobile exposure drove the greatest lift.

It’s All Video Advertising Now

“The influence of digital is fantastic on measurement for television, but I constantly feel the need to remind people on the differences between TV and online channels like YouTube,” said  Frank Foster, SVP/GM of TiVo Research. Foster recalled a conversation with a brand manager who talked about YouTube and said he wanted to put his total ad budget into YouTube.

“My question to the brand manager was, “On television, what cues as high as YouTube?” The answer I got was, “Monday Night Football, Super Bowl,” all these things. The answer is ‘Judge Judy in syndication,” Foster said. “From a reach perspective, television is vastly superior to video that’s delivered on the internet. So the key is to pull these two platforms together. You also have the fact that more than 100 million people in the United States don’t have broadband access after 4:00 pm in the afternoon because they don’t have broadband at home. For quick service restaurants and for Walmart and for many retailers and Procter & Gamble and all big advertisers, you need to reach people at the right time of day with the right message. For a lot of people television is the only way.”

Tuning In Online Viewers

In addition to seeing if online-to-offline ads can generate store visits and sales, TiVo and NinthDecimal also expect their alliance can also get mobile users to watch specific TV programs.

This will be the first time that  NinthDecimal’s mobile-based LCI analytics platform, which tracks in-store sales lift and is based on geo-data from the San Francisco company’s publisher partners and other metrics sources, is being used in this way.

“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,”  Staas said. “As media consumption becomes increasingly complex and fragmented, NinthDecimal provides the glue that connects omnichannel marketing and accurate ROI.”

As Foster added, the combined analytics will be able to show the connections between consumers that shop at a particular retailer with high frequency. Once the two companies have identified that loyal customer base associated with that brand, NinthDecimal and TiVo can look at what TV shows those customers watch.

“Now that brand can make attach viewing habits and shopping from a strategy and planning perspective, or a competitive brand from a strategy and planning perspective, what shows they should be advertising on more heavily — or less,” Foster said. “Really, this deal gets at two core things: understanding of audience with rich data and the ability to create new forms of measurement that link things together that haven’t before been possible.”

About The Author
David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of GeoMarketing.com. A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.