New Partnership Will Drive Brand Messaging from OOH Locations to Mobile Devices, Delivering Meaningful and Measurable ROI
NEW YORK, SAN FRANCISCO AND TORONTO— Branded Cities (BC), a premier Out-of-Home (OOH) and iconic media company in North America and NinthDecimal, the leading omni-channel marketing platform, today announced a partnership that will empower brands to amplify their OOH campaigns with mobile advertising. Marketers will have the ability to create one-to-one conversations at Branded Cities’ OOH locations, continue engagement at influential moments and receive actionable audience insights.
“We are happy to partner with NinthDecimal,” said Steven Ellman, Chairman & Chief Executive Officer of BC. “For us, this is the natural progression of Out-of-Home’s drive towards extending reach, delivering measurable engagement and receiving more reliable analytics. By combining the ubiquity of smartphones and the influential nature of OOH, we will be able to magnify campaigns, connect brands to their target audience, and demonstrate how advertising on our OOH signage can drive in-store visitation.”
The partnership will allow advertisers to elevate the effectiveness of their OOH campaigns through NinthDecimal’s digital media extension to deliver actionable touch points to desired audiences across mobile and desktop. Additionally, NinthDecimal’s campaign measurement attribution solution, Location Conversion Index â (LCIâ), gives advertisers a better understanding of who is being reached by their OOH campaigns and the resulting business impact. By quantifying the incremental lift in visits, brands receive valuable insights into their OOH campaign including its ability to drive customers to stores. This precise attribution can further be used to optimize future marketing spend and maximize effectiveness across metrics that matter most to the brand.
“We are thrilled to be partnering with the leaders in iconic Out-of-Home advertising,” said Michael Fordyce, CEO of NinthDecimal. “Marketers can now leverage NinthDecimal’s real-time engine of consumer behavior to help with their OOH planning, mobile media amplification, and attribution. Together we are unlocking the full potential of OOH campaigns to focus on driving visits and sales for true business growth.”
NinthDecimal measures more than $500 million in media spend annually. LCI is integrated with more than 250 partners. It has been the marketing measurement platform of choice for leading brands, agencies, and publishers since 2013.
About Branded Cities
Branded Cities is owned by EL Media and Shamrock Capital and is a leading Out-of-Home media company with an integrated network of premier digital and static signage across North America. Our digital and static media platform spans across some of the largest markets in the United States and Canada (New York, Los Angeles, Chicago, Philadelphia, Toronto, Vancouver, Montreal, and many more) and is situated in the country’s most valuable Out-of-Home environments such as, Times Square, the Las Vegas Strip, West Hollywood, Union Station, Yonge – Dundas Square, and Canada’s leading shopping centres. Branded Cities empowers brands to deliver impactful and engaging messages to North America’s most desirable, hard-to-reach audiences. EL Media is an affiliate of The Ellman Companies (“Ellman”). Ellman is a privately-owned media, real estate and investments group founded in 1972 with diverse interests in the U.S., Canada and the Caribbean.
About Shamrock Capital
Shamrock is a Los Angeles-based investment firm with approximately $1.9 billion of assets under management, investing exclusively in the media, entertainment and communications sectors. Shamrock was originally founded in 1978 as the family investment company of the late Roy E. Disney and has since evolved into an institutional money manager with a leading group of investors including endowment and pension funds. Shamrock partners with strong management teams and takes an active, collaborative approach to creating value in each investment. Shamrock’s current investments include Appetize, Branded Cities, BTI Studios, FanDuel, Giant Creative, Isolation Network, Maple Media, Mobilitie, Omega Wireless, Questex, RBmedia, Screenvision Media, Silvergate Media, Wazee Digital, and Wpromote.
For more information, visit: shamrockcap.com.
NinthDecimal is the omni-channel marketing platform powering real-world conversions for Fortune 500 brands. Using location intelligence, the company identifies a brand’s best customers and new prospects; activates marketing strategies to drive store visits and sales; and quantifies the impact of advertising across all media. NinthDecimal has the largest real-time engine of consumer behavior based on where you live, work, shop, and play. Its platform is powered by nearly 200M U.S. consumers seen in almost 10 billion locations per day, unlocking AI-driven consumer intelligence not visible through traditional search or social platforms.
Follow NinthDecimal on Twitter (@NinthDecimal) and like us on Facebook.
Learn more at NinthDecimal.com.
For Branded Cities