SOURCE: NinthDecimal



March 30, 2015 10:00 ET

ZenithOptimedia and NinthDecimal's Exclusive Partnership Delivers Industry-First Omni-Channel In-Store Measurement Platform

Joint Solution Provides Offline Attribution and Actionable Insights to Accurately Measure Marketing ROI

SAN FRANCISCO, CA--(Marketwired - Mar 30, 2015) - ZenithOptimedia, the ROI agency, and NinthDecimal, the leading mobile audience intelligence company, have partnered to introduce a new standard of omni-channel measurement and audience insights for ZenithOptimedia clients. The partnership introduces offline attribution as a major form of measurement for mobile and cross-device to accurately quantify marketing ROI. These insights complement the ZenithOptimedia LiveROI planning process, a dynamic, real-time approach to improving the effectiveness of advertising spend. Seven Fortune 500 ZenithOptimedia clients, including Kohl's, are already benefiting from this new solution with 19 mobile campaigns. These brands have started to measure omni-channel partners to demonstrate true in-store conversions lift by audience type, location and media channel partners.

ZenithOptimedia is leveraging NinthDecimal's LCI™ measurement platform and proprietary insights to reinforce advertising effectiveness and reveal a deeper understanding of physical-world behavior for clients. By going beyond traditional metrics, such as ad engagement and click-through rates, the partnership enables marketers to understand actual conversions at the point of purchase, such as incremental lift in store visits. Enabled exclusively for ZenithOptimedia, clients will be able to connect mobile, online and offline data to gain deeper insights into their audience as a powerful, strategic media-planning tool.

"Engagement is not the only measure of effectiveness, which is why NinthDecimal's LCI™ product provides our agencies and clients with a holistic view of consumers' pathway to conversion along with actionable intelligence," said Julian Zilberbrand, EVP Activation Standards, Insights and Technology at ZenithOptimedia. "These insights will empower brands to affect the customer path in real time."

The joint partnership is being deployed across all of ZenithOptimedia's media partners, representing the leading publishers and ad networks in the industry. Each partner integrates NinthDecimal's measurement pixel and tag via the company's LCI™ Verified Partner program. Over 75 partners are currently or in the process of becoming verified, enabling automated campaign-wide measurement. ZenithOptimedia account managers now have real-time access to campaign results and insights via a customized, self-serve dashboard built specifically for ZenithOptimedia, enabling campaign optimization based on these new metrics.

"We're excited to partner with ZenithOptimedia to introduce this revolutionary platform that will change how the industry determines omni-channel campaign ROI," said NinthDecimal CEO Michael Fordyce. "Uniquely sitting at the intersection of physical-world behavior and digital-world behavior enables us to provide the first omni-channel measurement platform utilizing mobile as the glue that connects all media."

ZenithOptimedia chose to partner with NinthDecimal due to the company's unique data, insights and measurement capabilities:

  • Scale of Data: Measurement is built upon more than a trillion data points from over a billion devices, with 200 billion new data points added monthly from over 120 million devices.
  • Precision of Data: Proprietary technology delivers the industry's highest level of accuracy and precision of physical-world data.
  • Measurement: LCI™ measures incremental lift of in-store visits to provide the most accurate marketing ROI attribution.
  • Omni-Channel Capabilities: Comprehensive data from multiple platforms provides campaign effectiveness measurement across mobile, online and offline channels.

The full omni-channel platform will continue to evolve through 2015. The initial phase has been deployed across media channel partners to provide offline attribution for mobile media as well as cross-device measurement for online campaigns. The partnership will further expand to provide new measurement standards for offline media channels, as well as deeper audience insights and analytics to help marketers optimize media planning and omni-channel strategies.

About ZenithOptimedia a leading global media services network with 250 offices in 74 countries. We are part of PublicisGroupe, the world's third largest communications group, and the world's second largest media counsel and buying group. As the first agency to apply a rigorous and objective approach to improving the effectiveness of marketing spend, ZenithOptimedia delivers to clients the best possible return on their communications investment. This philosophy is supported by a unique approach to strategy development and implementation across the full spectrum of paid, owned and earned contact points -- the Live ROI planning process. The ZenithOptimedia Group of companies equips our clients with a full range of integrated skills across communications planning, value optimization, performance media and content creation. Our key clients include Armani Group, ASUS, Aviva, BBC Worldwide, Bacardi-Martini, Electrolux, General Mills, Lactalis, LVMH, Nestlé, News Corporation, L'Oréal, Oracle, Puma, Qantas, Reckitt Benckiser, RichemontGroup, Royal Bank of Scotland, Sanofi, SCA, Toyota/Lexus, Verizon and Whirlpool.

About NinthDecimal

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 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 Axiom, BlueKai, Datalogix, Experian, LiveRamp, Neustar and more provide a comprehensive closed-loop solution.

NinthDecimal is headquartered in San Francisco with offices in New York City, Chicago and Silicon Valley. Follow us on Twitter (@NinthDecimal) and like us on Facebook. Learn more at

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