Placed Insights – April 2018 Data Available

Spring has sprung, so it’s the time for house and garden projects! To get started, consumers are heading to their favorite home improvement stores. The momentum started with Spring Black Friday sales in mid-March and will continue through early summer. 

Popular Home Improvement Stores in April 2018

The Home Depot is the most popular home improvement store, followed closely by Lowe’s. Want to learn more about this category of stores, or The Home Depot specifically? Placed Insights is free and available online  – to explore real-world foot traffic data for over 1,900 businesses.

Study Finds 52.9% Increase in Store Conversion Rate for Viewable Impressions

Placed, Moat, and Integer Collaborate to Measure Lift in Store Visits Based on Viewability

 

Placed, a leader in ad to in-store attribution, and Oracle’s Moat, a leader in ad analytics, today released findings of a study measuring the impact of ad viewability on store visits.

 

Conducted for Integer, a creative-fueled commerce agency, the study found that viewable impressions have a significant impact on conversion to store visits vs. non-viewable impressions.  When people were able to see an ad, they were more likely to visit locations where the advertiser’s product was sold.

 

Key results from the study included:

 

  • Store Conversion Rate for Viewable Impressions: 20.4%
  • Change in Visit Rates for Viewable Impressions Compared to Non-Viewable Impressions: 52.9%

“Placed and Moat are best-in-class solutions that respectively allow marketers to measure and optimize the impact of advertising on offline behavior and the viewability of digital advertising,” said Heidi Bailey, Group Media Director at The Integer Group.  “By working together to measure this campaign, Placed and Moat show that viewable ads perform better in driving real performance for our brand, which positively impacts our bottom line.”

 

“The importance of viewability goes beyond digital, as an ad viewed is more likely to drive a visit and conversion as validated by this analysis,” said David Shim, Founder and CEO at Placed. “In working with Moat and Placed, Integer is helping its clients and the industry measure the impact of viewability on real world visits to retailers, bars, and restaurants.”

 

To set up measurement of foot traffic to on-premise locations, Moat appended a Placed pixel to the campaign to differentiate between viewable impressions and all impressions.  Placed then compared the conversion rates for users served a viewable ad, users served a non-viewable ad, and control groups of users that weren’t exposed to the campaign, with the goal of determining whether users served a viewable ad exhibited higher visitation rates to on-premise (store visits) locations.

 

“Marketers want to drive business outcomes, and viewability is the first step to success,” said Jonah Goodhart, SVP of Oracle Data Cloud and Moat Co-Founder. “This study adds another important learning to the body of research we are developing in this area for marketers around the impact of display and video ad viewability on outcomes. We’re excited to work with Placed, and Integer to uncover how positive human attention delivers return on advertising spend.”

 

 

Placed Top 10 Businesses Searched – Week of March 11th

Every day, thousands of people use the new Placed Insights to explore real-world foot traffic data for over 1,900 businesses.

 

#1 Search for the week of 3/11/2018: McDonald’s

Top Business Search: McDonald's
See the full McDonald’s Overview>>

 

Our recap last week revealed a predictable amount of interest in some of the top-visited businesses in the country. But, this week saw a great deal of shifting in ranks, with Target gaining 4 spots while others like 7-Eleven slipped significantly.

 

Best Buy was surpassed by Mini Dealerships in terms of search volume, signaling a surprising increase in interest regarding foot traffic to the Car Dealership category.

Top 10 Searches
Search for a business for free>>

Placed Partners with Kantar to Integrate TV and Purchase Data into Placed Attribution

Kantar, WPP’s data investment management division, and Placed, the leader in location-based attribution, today announced a partnership to integrate Kantar’s advertising and purchase data with Placed Attribution, the leader in measuring the offline impact of advertising.

 

The partnership will integrate Kantar’s AdIntelligence data and Shopcom purchasing data into Placed Attribution. The combination of Placed’s best-in-class understanding of location-based activity associated with 300 million smartphones with Kantar’s world-leading consumer knowledge will enable advertisers to measure the effectiveness of their ad spend by directly linking ad exposure to store visits and actual product purchase and spending data. The partnership development was led by Data Alliance, a WPP company that develops data-centric partnerships across the WPP network to power smarter data-driven marketing for the benefit of clients.

 

  • Placed Attribution from Placed is trusted by over 350+ publishers, networks, and platforms, along with 500+ advertisers to measure the impact of media on store visitation. Powered by 800 billion raw locations and 2.8 billion directly measured visits, Placed is the recognized leader in offline attribution.
  • AdIntelligence from Kantar Media monitors advertising expenditure and occurrence data from 4M+ brands across 20 online and offline media forms.
  • Shopcom from Kantar Worldpanel is a multi-channel anonymized, customer-level purchase database covering 90% of all US household spending patterns from 450+ retailers across 680 categories and 18,500 brands across CPG, Retail Product, and Retailer brand verticals. Shopcom connects purchase data to media consumption data to create a more holistic view of consumer audiences.

“This partnership creates a powerful measurement platform for advertisers,” said Andy Brown, CEO, Kantar Media. “By remaining independent of media, Placed acts as the open source platform for offline measurement, while opening up new opportunities for advertisers and agencies to benefit from Kantar data.”

 

“By adding Kantar’s data assets to Placed Attribution, brands and advertisers can attribute all media to store visits and sales,” said Katie Casavant, CEO of Kantar Worldpanel Shopcom. “Clients can now demonstrate the true ROI of their marketing spend from ad exposure to store visit and product purchased.”

 

“The opportunities to provide new measurement insights and value to advertisers are limitless with this Kantar partnership,” said David Shim, Founder and CEO of Placed. “What Kantar provides to Placed is a gold-standard dataset to incorporate into Placed Attribution, delivering a full funnel attribution solution from measuring all media to store visits, and product purchased across more than 1,000 brands, partners, and agencies.  This partnership highlights Placed’s continued progression as the single currency to measure all media to offline conversion events.”