Mobile audience intelligence firm NinthDecimal and media services network ZenithOptimedia have partnered to deliver a new level of omni-channel measurement and audience insights to clients.

The partnership gives ZenithOptimedias clients access to offline attribution as a major form of measurement for mobile and cross-device attribution, enabling marketers to more accurately quantify marketing ROI.

The new insights complement ZenithOptimedias LiveROI planning process, a real-time solution that aims to improve the effectiveness of advertising spend. 19 new campaigns for seven different clients have already been launched using the new solution, enabling brands to measure omni-channel partners in order to demonstrate true in-store conversions and lift.

“Were excited to partner with ZenithOptimedia to introduce this revolutionary platform that will change how the industry determines omni-channel campaign ROI,” said Michael Fordyce, CEO of NinthDecimal. “Uniquely sitting at the intersection of physical world behaviour and digital world behaviour enables us to provide the first omni-channel measurement platform utilising mobile as the glue that connects all media.”

The platform will continue to evolve as it is rolled out, with the initial phase being deployed to media channel partners, delivering offline attribution for mobile media and cross-device measurement for online campaigns. Later phases will provide new measurement standards for offline media channels and deeper audience insights and analytics.

“Engagement is not the only measure of effectiveness, which is why NinthDecimals LCI product provides our agencies and clients with a holistic view of consumers pathway to conversion along with actionable intelligence,” said Julian Zilberbrand, executive vice president of activation standards, insights and technology at ZenithOptimedia. “These insights will empower brands to affect the customer path in real time.”