JiWire Rebrands as NinthDecimal, Partners with TubeMogul on Audience Targeted Mobile Video Solution


SAN FRANCISCO, June 9, 2014 (ADOTAS) — JiWire announced today it has rebranded the company as NinthDecimal, emphasizing its pioneering approach to precise audience intelligence for marketing success. As the leading mobile audience intelligence company, NinthDecimal is building the most comprehensive understanding of people by connecting their digital and physical lives. Through the combination of data and proprietary technology, NinthDecimal provides brands and agencies a unique view of today’s consumer to inform media strategies that enable optimal brand experiences and campaign ROI across digital.

“There is a massive transformation taking place with today’s consumers becoming ‘mobile-first’ individuals, creating new challenges as well as tremendous opportunities for marketers. Mobile audience intelligence has become crucial to business success, and NinthDecimal was created to meet this market need,” said Mike Fordyce (pictured), CEO, NinthDecimal. “The time was right to change our name to NinthDecimal to reflect the company we are today. We help marketers better understand today’s mobile consumer in ways that previously haven’t been possible, so businesses can unlock mobile opportunities and deliver success.”

In rebranding to NinthDecimal, the company builds on a strong legacy of innovation and a mobile audience intelligence platform that has been market proven over the past ten years by hundreds of the world’s leading brands. The company’s platform is built on highly sophisticated proprietary technology (patents pending) that delivers the greatest audience precision and accuracy to drive performance. NinthDecimal leverages audience data built on one trillion data points from over one billion devices to create hundreds of customized audience segments with the scale to drive meaningful business results for clients.

With the proliferation of consumer devices and a more complex path to purchase, marketers are shifting from a media-centric advertising approach to a more people-centric approach.  NinthDecimal provides that capability with a solution architected around the individual that delivers true one-to-one audience targeting, sophisticated measurement and ROI solutions and deep audience insights and analytics.

New Product Launch

In conjunction with the name change, NinthDecimal announced the launch of the most advanced audience targeted pre-roll mobile video solution through a partnership with TubeMogul, the leading advertising software company for digital branding. This follows on the heels of the recent launch of Location Conversion Index, a partnership with Datalogix and an update to the platform to support broader data licensing partnerships. These advancements propelled NinthDecimal to more than double mobile revenues and achieve profitability in 2013, and have put the company ahead with plans to more than double mobile revenues again in 2014.

The new mobile video solution enables 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 L’Oreal Paris, Kraft Foods, Old Navy, 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 marketers’ 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’s customer base includes Fortune 500 companies and leading brands such as Gap, Microsoft, Hyatt Place, L’Oreal Paris, Volkswagen, Best Buy and Samsung. With NinthDecimal advertisers benefit from:

  • Precise audience intelligence based on relevant, real-time data that is up to 10,000 times more accurate than alternative approaches.
  • Scale to reach a broad audience at the right marketable moments to drive meaningful business results.
  • Unmatched performance and advanced campaign measurement beyond the click.
  • The ability to engage the same audience across media channels via a single platform.

About NinthDecimal

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™ 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>

[1] comScore, “comScore VideoMetrix,” 17 December 2013 <http://www.comscore.com/Insights/Press_Releases/2013/12/comScore_Releases_November_2013_U.S._Online_Video_Rankings>



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