TiVo Research partners with NinthDecimal

TiVo Research has partnered with mobile audience intelligence company NinthDecimal to launch LCI(TM) TV.

This audience and measurement platform is designed to provide marketers with new conversion metrics that identify how TV advertising affects consumer behaviour.

The offering is designed to measure the impact of TV ads on in-store visits and can be used for TV campaign planning, allowing users to buy TV ads based on where people who watch specific TV shows go in the physical world.

It also lets users target audiences on mobile devices based on all their TV viewing habits and promote TV shows offline or on digital media to measure the tune-in lift.

“We are very excited to partner with NinthDecimal for the launch of LCI(TM) TV. Digital media has the benefit of census data and post-click attribution, but television still lacks the mechanisms to precisely measure the impact of advertising on perception and behaviour,” said Frank Foster, senior vice president and general manager of TiVo Research.

“Through this integration, we are able to draw a direct line from television exposure to foot traffic and physical-world conversions, enabling companies to more precisely measure the effectiveness of their ad spend.”