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In today’s digitally-focused advertising landscape, overlooking TV’s influence is easy. But at 38%, it still accounts for the largest share of U.S. media spending, topping digital by six percentage points, according to September 2015 figures from researcher eMarketer. As marketers increasingly focus on generating hard metrics-based ROI for every aspect of their campaigns, the challenge has been tying TV’s impact to real-world business results.

NinthDecimal, a mobile audience and location intelligence platform, is banking on TV becoming a bigger piece of the ROI puzzle. Today, the company announced the launch of a TV measurement solution in partnership with TiVo‘s research subsidiary. Called LCI TV, NinthDecimal’s new solution enables marketers to see whether or not a television campaign was successful in driving consumers to visit and make purchases at brick-and-mortar locations.

LCI TV is just one of four elements comprising NinthDecimal’s overall vision for television advertising

[Read the full story here ]
Source: Street Fight