Ipsos Middle East Buy Boosts OOH Measurement Offer

Ipsos has acquired Seventh Decimal, specialist in Out-Of-Home (OOH) audience measurement tech, headquartered in the UAE.

Seventh Decimal's proprietary mobility intelligence tech provides data on exposure to OOH ads, both static and digital, together with predictive planning and post-campaign analytics. Established by Maud Moawad and Lewaa Hamadeh in 2019, the firm is still in 'the initial phase of its development', according to Ipsos, which will now help to scale its offer.

The buy complements Ipsos' broad existing range of OOH measurement services, and will make it 'the global reference for OOH measurement', allowing advanced metrics such as cross media comparability.

Ipsos CEO Jean Laurent Poitou (pictured) says the buy 'positions Ipsos as the market leader for Out-of-Home audience measurement in the region,' and adds: 'It opens up new opportunities in other geographical areas and signals a clear, combined ambition to continue investing in cutting-edge capabilities.'

Moawad and Hamadeh said in a statement: '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.'

Group home page: www.ipsos.com .