Mobile devices are bringing digital analytics and targeting capabilities to all kinds of media, including “offline” traditional media such as out-of-home, direct mail and television. Because you can associate various types of media with mobile devices and follow the movements of people in the real world you can see how their exposure to different media channels impacts their offline behavior.
This is incredibly valuable information that marketers have not had until recently. And this morning NinthDecimal and TiVo announced a new partnership intended to measure the impact of TV advertising on offline/in-store purchase behavior.
The offering is called LCI TV and it marks another significant partnership for NinthDecimal as a measurement and media-planning tool. Not long ago the company announced a major relationship with ZenithOptimedia, which is using NinthDecimal technology and data to measure the offline impact of digital (and eventually traditional media) broadly across its client base.
The new partnership with TiVo will enable measurement of the true impact of TV ads on real-world sales, where the large majority of conversions actually happen. NinthDecimal is able to associate mobile devices with IP addresses (and real addresses) and measure the effect of all types of ad exposures on store visits. NinthDecimal President David Staas emphasizes that the data is all anonymous and privacy compliant.
NinthDecimal is not the only company measuring this “online to offline” (O2O) pattern. Other companies including xAd, Factual, PlaceIQ, Skyhook, Verve and Placed offer solutions that seek to do the same thing, with varying methodologies.
PlaceIQ also has a TV to real-world measurement program in place with Rentrak, which just merged with comScore. Nielsen, which uses largely outdated methods to measure the impact of video programming on audiences will either need to buy one of these companies or be disrupted.
In addition to measuring offline impact the new capabilities can bring digital media-like optimization and A/B testing to conventional TV advertising, as well as retargeting across devices and platforms. The data will also be used for media planning purposes.
Google and Facebook are also very committed to measuring offline visits and local store impact. Indeed, the range of companies and methods now involved with O2O or location analytics has created powerful momentum that will likely generate a standard, new “digital” metric: store visits.
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