Ipsos has announced the acquisition of Seventh Decimal, a research technology company focused on out of home audience measurement. The move strengthens Ipsos’ capabilities across the Middle East and North Africa while supporting global expansion in OOH analytics. The acquisition reflects Ipsos’ commitment to advanced measurement, mobility driven insights, and data led media planning.
Founded in 2019 and headquartered in the UAE, Seventh Decimal has built a strong reputation in OOH measurement technology. Its platform will now become part of Ipsos’ global measurement infrastructure.
Expanding Advanced OOH Measurement Capabilities
Ipsos will integrate Seventh Decimal’s OOH measurement platform into its existing solutions. This integration will enhance how brands and agencies plan, track, and evaluate outdoor advertising.
The combined offering will support:
- Predictive planning for OOH campaigns
- Post campaign performance analysis
- Measurement of OOH exposure and reach
- Frequency tracking across static and digital formats
- Granular reporting at location and format level
By using mobility data and advanced modeling, Ipsos aims to deliver deeper insights into real world audience behavior.
Strengthening Value for Brands and Media Owners
The acquisition enhances Ipsos’ ability to serve brands, media agencies, and media owners. The new tools will help clients measure effectiveness with greater precision and confidence.
Key benefits include:
- Better visibility into audience movement patterns
- Improved campaign optimization decisions
- Clearer ROI measurement for outdoor media
- Stronger planning alignment with digital and offline channels
These capabilities help position OOH as a measurable and accountable media channel.
Driving Cross Media Comparability and Global Scale
The combined Ipsos and Seventh Decimal platform aims to become a global reference for OOH measurement. It will support advanced metrics that allow comparison across media types.
This includes:
- Cross media reach and frequency analysis
- Unified reporting across OOH and other channels
- Scalable deployment across new markets
Ipsos expects the solution to unlock growth opportunities in regions beyond MENA. It also reinforces the company’s long term investment in cutting edge research technology.
Leadership Perspectives on the Acquisition
Edouard Monin, CEO of Ipsos in MENA, highlighted the importance of mobility modeling. He noted that the partnership improves how markets evaluate outdoor advertising performance across regions.
Jean Laurent Poitou, CEO of Ipsos, emphasized global impact. He stated that the acquisition opens new opportunities in multiple geographies and reflects Ipsos’ ambition to lead in advanced measurement.
Seventh Decimal’s Vision Within Ipsos
The co founders of Seventh Decimal, Maud Moawad and Lewaa Hamadeh, shared their commitment to the OOH industry. Over five years, they built the platform with input from media owners and agencies. They aim to continue elevating OOH standards while scaling globally through Ipsos’ network.
The acquisition marks a major step for data driven outdoor advertising. It strengthens Ipsos’ leadership in OOH measurement and sets a new benchmark for the industry.