NinthDecimal (formerly JiWire), the leading mobile audience intelligence company, in partnership with TubeMogul, the leading advertising software company for digital branding, today unveiled its mobile video solution, enabling advertisers for the first time to target precise audiences on pre-roll mobile video. NinthDecimal is the only company to provide the industry with an end-to-end solution for reaching, engaging and measuring high-performing audiences across display, rich-media and video, all on a single platform. Fortune 500 brands are already taking advantage of NinthDecimal’s new offering with launch partners including Old Navy, L’Oreal Paris, Kraft Foods, and Mondelez’s Honey Maid Brand.
“Mobile video is cutting into TV primetime, and for many younger viewers, tablets are the default device for watching video. NinthDecimal’s targeting will help marketers using TubeMogul’s software make mobile video advertising more relevant to these viewers by leveraging data from the physical world,” says Keith Eadie, Chief Marketing Officer of TubeMogul.
The Transition of Ad Dollars from TV to Online To meet market demand, NinthDecimal partnered with TubeMogul to bring advertisers a unique combination of performance and scale across premium mobile video inventory that can be precisely targeted to a marketer’s audience. It’s estimated that there are 88 million U.S. mobile users who consume video(1), which is creating high demand for mobile video from advertisers. In fact, IAB reported that in 2013 mobile video ads increased 211 percent and time spent viewing mobile video ads per consumer increased 200 percent(2). Until today, mobile advertising has lacked a robust audience targeting video solution. Most solutions are either untargeted or targeted based on the type of video content — standard contextual techniques akin to the early days of online advertising or mobile display targeting. The unprecedented NinthDecimal and TubeMogul partnership enables brands to enjoy the best of both worlds. They can leverage the rich, engaging experience of mobile video as a viable alternative to highlighting their brand beyond the mobile banner, coupled with the sophistication of true one-to-one mobile audience targeting that has been lacking.
New Possibilities for Mobile Video NinthDecimal creates advanced audience targeting capabilities by bringing together data from both the digital and physical worlds. The precision and scale of its platform enables marketers to create the most accurate anonymous audience segments and identify the most effective marketable moments for their campaign, leveraging data such as locations frequented, offline purchases, devices used, content consumed, and CRM data. By integrating these audience segments into the TubeMogul platform, marketers can now create highly engaging pre-roll mobile video campaigns to reach their loyal customers, conquer their competitors’ customers or reach relevant lifestyle segments — all on the same platform, at scale. This new capability will further enable brands to seamlessly shift advertising budgets to mobile and compare results across screens.
A Single Platform With the enablement of audience-targeted mobile video, NinthDecimal provides advertisers with an end-to-end solution for greater efficiency when buying mobile. Marketers can now reach, engage, and measure the same mobile audience across display, rich-media and video formats, all through a single platform.
“With NinthDecimal’s mobile video solution brands finally have access to sophisticated audience targeting for mobile video,” said David Staas, president, NinthDecimal. “Advertisers can now tap into video advertising’s potential and have the necessary tools to execute rich and effective campaigns across the entire digital ecosystem.”
With this announcement NinthDecimal adds mobile video to its suite of offerings, which includes robust audience intelligence, measurement and ROI solutions that go beyond initial engagement, and pre- and post-campaign audience insights across display, video and rich media.
NinthDecimal (formerly JiWire) is the leading mobile audience intelligence company enabling brands to engage with the right audience, at the right time. Fortune 500 companies and marquee brands, like Samsung, Gap, Best Buy, Microsoft and Volkswagen, use NinthDecimal’s precise audience intelligence platform and sophisticated campaign analytics to drive optimal brand experiences and unprecedented campaign ROI. By combining online and offline data sources, NinthDecimal provides the most comprehensive understanding of audiences by connecting their digital and physical worlds. Its mobile targeting approach delivers 4X higher performance than alternative approaches, and its Location Conversion Index(TM) is the mobile industry’s most accurate ROI metric that measures the increase of in-store visits directly attributed to mobile ad campaigns.
NinthDecimal is headquartered in San Francisco with offices in New York City, Chicago and Silicon Valley. Follow us on Twitter (@NinthDecimal), LinkedIn and Facebook. Learn more at www.NinthDecimal.com .
(1) The Wall Street Journal, “TV Ad Dollars Slowly Shifting to Web Video,” 12 May 2014 http://online.wsj.com/news/article_email/SB10001424052702303851804579558091795473048-lMyQjAxMTA0MDEwMjExNDIyWj
(2) comScore, “comScore VideoMetrix,” 17 December 2013 http://www.comscore.com/Insights/Press_Releases/2013/12/comScore_Releases_November_2013_U.S._Online_Video_Rankings