Marketers have a giant blind spot. They don’t understand how to leverage mobile, which is where customers spend most of their online time. Plus, marketers obviously need to consider what customers are doing in the physical world, since that’s where people spend the majority of their time.
NinthDecimal addresses both of the above.
“We bring to the table an entirely new way to understand all that,” said NinthDecimal President David Staas, who met with me today at TMC Editors’ Days in Santa Clara. Calif.
The marketing platform provider leverages location information and on- and off-line data so brands can better identify, understand, and target their customers. That enables them to aim marketing campaigns using various channels to specific customer groups, to measure the success of those efforts, and to see what kind of things get prospects to convert, Staas explained.
More than 200 media companies use the NinthDecimal platform. Those customers include advertising agencies, brands (like Kohls, McDonalds, and Toyota), publishers, and TV networks.
Here are a few examples of how the company’s solutions – which are data sets that NinthDecimal collects from a broad collection of mobile apps – are being used. NinthDecimal enables large TV networks to better understand their viewership by figuring out what demographics are watching which programming. Also, one large consumer packaged goods company uses NinthDecimal data along with a programmatic buying platform to execute shopper marketing strategies based on different retailers like Target and Walmart. And a large luxury brand ran a campaign engaging customers across mobile, print, and billboard ads. NinthDecimal enables that brand to see how each channel worked in this scenario and to understand what combination of channels were the most effective.
This year was an important one for NinthDecimal. The company experienced 170 percent growth in 2016. This was also the year the company launched cross-device measurement so brands can reach people across different channels. It also this year created a new way to bridge online and offline data.
In 2017, the company aims to provide more self serve capabilities on its platform so users can create customized audiences, build their own geofencing scenarios (like a broader geography in suburban areas and a tighter space in urban areas), and more. The company also plans to do more investment in programmatic. It will work on delivering transactional data in real time.