Spotify’s Digital Advertising Experiences Drive Traffic for Brands in the Real World

Global Audio Streaming Service Drove 430,000 Offline Visits to Baskin-Robbins, Measured by Placed

Spotify has selected Placed as a measurement partner for offline attribution in the U.S. Through this partnership, Placed will measure the business outcomes that Spotify’s media platform delivers across the range of places where their users engage with the platform, including mobile, desktop, connected speakers, and listening in-car.


Baskin-Robbins–the world’s largest chain of ice cream specialty shops–has already found value in this partnership. Last year, Baskin-Robbins leveraged  Spotify’s turnkey Audio Everywhere format to reach the platform’s culturally savvy listeners of all ages as they soundtracked the summer, taking advantage of the time people spend outdoors and away from screens as the weather heats up. They engaged their audience with an ear-catching campaign, “Baskin-Robbins Got Me Like,” which featured a friendly voice tempting listeners with tasty descriptions of  two new drinks: Sundae Shakes and Ice Cream Lattes.

Using Placed, Baskin-Robbins measured the impact of the audio campaign on Spotify, finding:


  1. Over 12% lift in store visitation — about 4x the Placed industry benchmark
  2. 430K U.S. store visits from people who heard the ad
  3. 47K incremental store visits, with a positive return on investment

The full success story can be found on SpotifyforBrands.com.


“We’re always interested in driving store visits to Baskin-Robbins, and it’s important for retail marketers to gauge the success of their media buys with a partner who can measure in-store, like Placed,” shared Dave Nagel, Senior Director of Consumer Engagement. “With this campaign, we were able to get an effective read on platforms like Spotify and make more efficient decisions about our media spend. Using a platform like Spotify, combined with the measurement results from Placed was a strong way of validating our messaging and media strategy.”


“With Placed measurement tools in our wheelhouse, we were able to demonstrate our ability to drive impact where it matters most to brands like Baskin-Robbins: foot traffic,” said Brian Berner, U.S. Head of Sales at Spotify. “Placed’s approach to measurement and focus on consumer privacy make them an ideal partner as we look to underscore the value of Spotify for advertisers and marketers.”


“Spotify has a strong track record delivering incremental store visits,” says David Shim, Placed CEO and Founder. “We’re proud to work with Spotify to help advertisers like Baskin-Robbins to optimize campaigns to drive real-world actions.”


For more information about Placed’s partners, please visit our Partner page.


As Sears and Kmart stores close, where will their shoppers go?

Where will shoppers go if Sears and Kmart close?

For those of us interested in the retail space, foot traffic, or simply business in general, the closure of major retail stores like Sears and Kmart is a big deal. Both rank in the top 10 for visit share in the “Department Store” category. That’s a lot of visitation, so as their presence diminishes, other stores stand to gain considerable business. To get an idea of where that might be, we can use Placed Insights to examine two key visitation metrics: customer overlap* and customer affinity.**

Department Stores

While Sears and Kmart are not completely similar (Sears is a mall-based department store while Kmart is geared toward bargain shoppers), they do share a lot of visitation with two other major department stores. Among Sears, Kmart, JCPenney, and Kohl’s, we saw customer overlap between roughly 19-25% last quarter. It wouldn’t be surprising to see more shoppers turn to these stores after Sears and Kmart close.

Specialized Stores

More specialized stores may also see an increase in foot traffic. Sears is known for carrying a broad range of products including electronics, appliances, lingerie, and athletic shoes. Three distinct competitors with significant customer overlap or customer affinity with Sears includes Best Buy (27%), Victoria’s Secret (20%) and Finish Line, which has a 1.53 Customer Affinity index with Sears.

Discount Stores

Dollar-branded stores such as Dollar Tree and Dollar General both stand to gain Kmart foot traffic. Both are in the top 3 in terms of customer overlap, with 37% and 24% respectively. Discount retailers Five Below and Big Lots may also gain customers, as they have a Kmart Customer Affinity Index of 1.26 and 1.23 respectively.

*Customer overlap is the percentage of all visitors to one business (i.e. Sears) that also visited a second business (i.e. Kohl’s) in a given time frame.

**Affinity Index is the likelihood that a given population (i.e. Autozone shoppers) also visited another business (i.e. Whole Foods) in a given time frame, compared to the general U.S. population. For example: if Autozone shoppers have a Whole Foods Affinity Index of 1.50, it means Autozone shoppers are 50% more likely to visit Whole Foods in the given time frame than the general U.S. population.

Placed Research: How Advertising has Evolved for QSR & Fast Casual Restaurants

QSR campaigns perform well compared to other verticals or categories.

The ubiquity of mobile devices has dramatically changed the landscape for restaurant advertising, particularly for Quick-Serve (QSR) and Fast Casual. No longer constrained to the desktop, digital advertisers have embraced the possibilities of mobile data and continue to do so—digital ad spend measured by Placed for QSR and Fast Casual increased by over 1,000% between 2014 and 2018.


In this new paper from Placed Research, we explore unexpected and useful insight gained through nuanced location analysis that can be used to guide advertising strategy:

  • QSR marketers do better than average in terms of lift and efficiency
  • Audio and Social apps are the most cost-effective channels for influencing QSR customers
  • QSR and Fast Casual marketers spend efficiently on TV
  • Tactical incrementality is strongest for younger & less loyal customers

Read the full report here, or contact sales@placed.com to learn more.

Placed Attribution Introduces New Interface for Reporting

Placed, the leader in offline omni-channel attribution, is closing out 2018 with the launch of a reimagined interface for attribution reporting.

The effort represents months of collaboration between Placed and its partners to provide a better view into the role of foot traffic in advertising campaigns.

Placed Attribution Redesign
Placed Attribution

“We believe that self-service and the accelerated adoption of location based attribution go hand in hand,” says David Shim, Founder and CEO at Placed. “The redesign of Placed Attribution will empower our clients to take full advantage of our industry-leading digital, TV, and out-of-home reporting data.”

The new tool boasts interactive visualizations and dynamic datasets that put you in control of the experience. Users can also explore campaign results from any device, highlighting Placed’s commitment to making visitation data more accessible for all stakeholders.

Sample Attribution Report
Sample Attribution Report

Existing partners and advertisers can experience the UI immediately at Placed Attribution.  To learn more about Placed and demo the new UI, please reach out to us at sales@placed.com.

New Placed Research: Millennials and Auto Shopping

Driving Millennial Shoppers into Car Dealerships

 

The time has come—Millennials are ready for car ownership. They’re past their college years, getting married, earning good salaries, and considering moves outside of urban areas. If you’re an automotive marketer and still think of Millennials as teens who only use ride-sharing services, this Placed Research report is for you.

 

Millennials are actively shopping for vehicles, and using ride-sharing apps as a supplement to car ownership

By integrating Placed’s large-scale business visitation data with 1st-party automotive shopping surveys, we validated that Millennials are shopping at dealerships and taking test drives.

  • Millennials account for 1 in every 5 visits to dealerships.
  • 1 in 3 Millennial dealership visits is a shopping visit.
  • Millennial auto shopping visits over-index for Lyft and Uber app installs.

Although Millennials are ready to buy cars, the study also shows that Millennials shop differently. Fortunately, their real-world behavior—day of the week, time of day, business affinities—follows consistent patterns that can be used for optimizing marketing programs and ad campaigns to drive more Millennials to shop and test drive at dealerships.

Learn more by downloading the report or by contacting sales@placed.com.