NinthDecimal figures TubeMogul as mobile video advertising partner
Michelle Clancy
| 10 June 2014
Mobile audience intelligence company NinthDecimal is partnering with TubeMogul on a mobile video solution that enables advertisers to target precise audiences on pre-roll mobile video.

NinthDecimal (formerly JiWire) measures audiences across display, rich-media and video. The idea is to identify accurate, anonymous audience segments, and the most effective marketable moments for a campaign, leveraging data such as locations frequented, offline purchases, devices used, content consumed and customer relationship management (CRM) data. By integrating these audience segments into the TubeMogul platform, marketers can now create pre-roll mobile video campaigns using this data.

Launch partners including Old Navy, L'Oreal Paris, Kraft Foods, and Mondelez's Honey Maid Brand.

"Mobile video is cutting into TV prime time, and for many younger viewers, tablets are the default device for watching video," said Keith Eadie, CMO of TubeMogul. "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."

IAB reported that in 2013 mobile video ads increased 211% and time spent viewing mobile video ads per consumer increased 200%. But mobile advertising has lacked a robust audience targeting video solution.

"With NinthDecimal's mobile video solution, brands finally have access to sophisticated audience targeting for mobile video," said David Staas, president at 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."