Ipsos has announced the acquisition of Seventh Decimal, a research technology company specialising in out-of-home (OOH) audience measurement.
As part of the acquisition, IPSOS will acquire and integrate Seventh Decimal’s OOH measurement technology platform within its suite of offerings, while enabling Seventh Decimal to scale its operations on a global scale.
The addition of the platform will enhance IPSOS’ OOH measurement capabilities and solutions for brands, media agencies and media owners, providing predictive planning and post-campaign analytics. The platform will also support reporting on OOH exposure, along with frequency of exposure and granular results for both static and digital OOH.
Edouard Monin, CEO of Ipsos in MENA, added, “Our partnership with Seventh Decimal represents a significant advancement in understanding and measuring the performance of out-of-home in the Middle East and other regions. By modelling mobility data, Ipsos delivers new insights that enable the market to evaluate the effectiveness of various forms of outdoor advertising.”
The combined offering is expected to become a global reference for OOH measurement and enable advanced metrics such as cross-media comparability, supporting the company’s expansion and opportunities across newer geographies.
Jean Laurent Poitou, CEO of Ipsos, said, “It opens up new opportunities in other geographical areas and signals a clear, combined ambition to continue investing in cutting-edge capabilities.”
Maud Moawad and Lewaa Hamadeh, co-founders of Seventh Decimal, stated, “Over the past five years, we have built an OOH audience measurement system in partnership with thought leaders from both media owners and media agencies. We remain committed to valuing and elevating the OOH industry in the region and beyond, and we look forward to further strengthening our offering by leveraging the technology and research synergies with Ipsos.”
Founded in 2019 and headquartered in the UAE, Seventh Decimal’s technology will now form part of Ipsos’ global OOH measurement infrastructure.
