Placed Attribution Ties Store Visits to Paid Search, 37% of Store Visits within 48 Hours of Search

RetailMeNot Delivers 4X Return on Ad Spend for Paid Search based on Offline Incremental Sales

 

Placed announces the launch of Placed Attribution for Search. With this launch, Placed is the first and only attribution solution independent of media to tie search clicks to store visits. With the addition of paid search, Placed Attribution delivers an omnichannel measurement solution that is the standard currency of measurement across digital and out-of-home advertising.

 

In 2017, paid search is estimated to reach $32.32B in spend, largely driven by search’s ability to drive measurable and cost efficient conversion online. To date, offline conversions have played a limited role in the growth of search due to the inability to tie clicks back to store visits independent of media.

 

“Search’s explosive growth over the last decade has been directly tied to its ability to drive online sales, yet online represents only 10% of retail sales in the U.S.,” said David Shim, Founder and CEO of Placed. “Placed Attribution for Search will bring a second golden age for marketers who want to tie clicks back to bricks.  Having RetailMeNot as launch partner highlights the importance of offline measurement for search, both for advertisers and publishers.”

 

Results: RetailMeNot

RetailMeNot, a leading digital savings destination connecting consumers with retailers, restaurants and brands, partnered with Placed to measure the effectiveness of paid search in conjunction with their content to drive consumers in-store. Placed and RetailMeNot measured multiple paid search campaigns across a diverse list of retailers, where the paid search click drove consumers to a RetailMeNot landing page.

 

“RetailMeNot and Placed first entered into a strategic partnership in 2015 to measure the effectiveness of paid media on our properties in driving consumers to retailers’ store locations. RetailMeNot is committed to solving attribution challenges, and Placed delivered a best in class solution that is independent of the purchased media,” said Marissa Tarleton, chief marketing officer at RetailMeNot. “Paid search is an important part of our integrated marketing strategy to enable millions of consumers to discover savings when deciding what to buy and where to shop. With the launch of Placed Attribution for Search, RetailMeNot is now actively measuring paid search efforts to store visits, where the majority of all retail transactions occur in the U.S.”

 

  • Time to Visit:  Placed measured that 37.95% of retail store visits attributable to RetailMeNot’s paid search campaigns occurred in the first 48 hours.

 

  • Clicks to Bricks:  RetailMeNot search campaigns outperformed Placed’s retail benchmarks for lift by an average of 4.3x.

 

  • Return on Ad Spend:  Paid Search returned a 4.0x return on ad spend (ROAS) that was incremental to the ROI driven online.

 

How It Works

Placed Attribution for Search directly measures the search click through a redirect implemented by the advertiser. This click redirect allows Placed to map keyword clicks to its audience that generates over 140 billion latitudes and longitudes on a monthly basis. Placed’s location platform represents the largest set of active locations in the industry. Using these raw locations, and patented models to identify visits and assign them to places, Placed can directly connect paid search to store visits.

 

Interested in learning more?  Contact us at sales@placed.com.

Accurate Location in Limited Supply, Findings from Placed Research

In the same way in which ad viewability was the hot topic issue these past 18 months, Placed anticipates location accuracy to enter into the headlines.  Placed’s research found that on average the accuracy of exchange based locations were on average off by more than 4 city blocks!  Additionally only 1% of bid request are accurate enough to identify store visits.

 

Download Placed’s Accuracy & Bias in Ad Exchange-Derived Location Data White Paper at https://www.placed.com/resources/white-papers/location-accuracy-bias

 

Excerpts from the white paper:

 

Growth in location based advertising is tied to continued growth in mobile usage. Current spend projections for location based targeting are estimated to reach almost $30B by 2020. As spend increases, so will expectations around validating the accuracy of both the location data and the subsequent visitation impact

 

However, there are several well known limitations of exchange-derived location data. First, the

source (e.g., GPS, cell tower, WIFI, IP) and accuracy of a given exchange-derived location data

point is generally unknown without additional validation. Second, given that ad impressions are

served and exchange-derived locations are observed only when the device is in use, there is the

potential for significant measurement bias to exist.

 

High-level results from the location accuracy analysis include:

 

  • The average accuracy of exchange-derived locations is over 4 New York City blocks.
  • After filtering for location accuracy, only 1% of bid requests are useful for in-store measurement (based on a location accuracy < 50 meters).
  • 80% of bid requests are made while people are in between visits—and most of the rest are made at home, limiting viable use of the data for determining store visitation or affinity.

Takeaways from the analysis of bias in exchange-driven location data:

 

  • Exchange-derived locations are only present when the device owner is using the phone and browsing an app that serves ads, thus bid stream data over indexes on location data from Lodging, and Gyms & Fitness Centers– likely due to readily available wifi combined with extended time spent at a given business.
  • Key retail categories such as Fashion, Professional Services (ex. Staples, OfficeMax), Sporting Goods and Computers & Electronics are under-represented in bid data.
  • The skew toward a subset of commercial business categories creates a bias in exchange derived data that requires validation against first party data to ensure corrected weighting.

Placed joining Snap Inc!

Placed is excited to announce today that we are joining the Snap Inc. team!

 

Over the past 12 months, Placed has measured more than $500 million in media spend to store visits, across thousands of campaigns and hundreds of partners, cementing Placed as the leader in location-based attribution.

 

By partnering with Snap, we will do even more. Still working independently, Placed’s goal continues to be the adoption of a common yardstick that can measure the offline effectiveness of advertising across multiple platforms and publishers.

 

Together, we believe we can drive much better results for advertisers and publishers.

 

David Shim

Placed 100’s First Top Movers for 2017

Placed’s Top 100 monthly rankings of most visited businesses has been published for January 2017. The top categories to experience a climb in rankings this month include Automotive, Gas Stations, and QSR’s. Enterprise rose 17 spots to the 100th most visited business in January, whereas Sonic, Dairy Queen, and Valero each climbed 16 spots.

 

Dairy Queen, in addition to Baskin-Robbins (which increased by 15 ranking points) should be no surprise this month, as January marked the 18th warmest one on record in 123 years in the contiguous US.

 

Chevrolet Dealers and Ford Dealers, which each rose 11 spots and 9 spots respectively, experienced growth in foot traffic as January is tagged a favorable month to buy the most recent models of cars–sales are typically slow, and manufactures increase the price tag as the year goes on.

This month’s top 10 movers are as follows:

 

In terms of the biggest hits in rankings this month, the 25 businesses that experienced the largest drop in rankings all spanned the Retail category, a predictable trend given the end of the holiday shopping season. Retail businesses that declined the least in January 2017 rankings include The Home Depot, Dollar Tree, and the UPS Store, which each only dropped one spot from December. The 10 businesses to experience the largest declines on the list can be found below:

View the full rankings for January 2017 here.

Placed 100 for December Sheds Light on Holiday Retail Movers

Placed’s Top 100 monthly business list, ranked by highest in-store foot traffic, is now available for December 2016. Due to the prominent season of buying and giving in December, the majority of this month’s big movers fell under the Shopping category. 37 businesses in total experienced an increase in ranking, 78% of which were Retail businesses. Only four businesses in the Food & Beverage category experienced upward movement on the list: Chili’s, Olive Garden, Panda Express, and Buffalo Wild Wings.

 

The idea that offline retail is certainly not dead rang particularly true this month, especially for Clothing & Apparel stores, as five of these businesses climbed at least 20 spots in ranking: Express jumped 35 spots (previously, Express ranked 123 in November and did not even make last month’s top 100 list), followed by increases in Hot Topic (+32 spots), Forever 21 (+25 spots), Victoria’s Secret (+22 spots), and Dick’s Sporting Goods (+20 spots).

 

This month’s top 10 movers are as follows:

In terms of the biggest hits in rankings this month, Dairy Queen’s rank continues to dwindle with the warm weather, followed by several Gas Station and Restaurant (QSR and Fast Casual) businesses declining relatively in December. Although holiday travel was predicted to reach the highest level on record this year, Thanksgiving 2016 alone was set to be the busiest for travel in nine years. The rankings show that travel by road was stronger in November than December, as Chevron dropped 12 spots, while Mobil experienced a decrease of ten spots, and BP a decline of nine rankings.

View the full rankings for December here and lookout for the first official top business list of 2017 movers and shakers next month.

 

Placed 100: This Month’s Round-Up of Most Popular Businesses in November

November’s Top 100 Business Ranking List has been released by Placed. Based on in-store foot traffic measured through Placed’s 2.5 million user audience, this month’s list is a crucial one given the onset of the holiday shopping season. Typical of this time of year, 13 of the 15 businesses with the largest jump in store visit rank were retailers. The biggest climbers in rankings include Gap (+16 spots), Bath And Body Works (+15), J.C.Penney, Victoria’s Secret, and Macy’s (all +11 spots each).

 

November’s Top 10 movers are below:

What did remain the same in 2016, however, was the decline in the Food & Beverage category; Dairy Queen dropped along with the temperatures as it decreased 10 visit rankings, Sonic was down by 7, Jack In The Box and Denny’s by 6, and KFC and Domino’s Pizza each down by 5.

 

View the full Placed 100 to see the other big movers for November.

Placed 100: The Round-Up of Most Popular Businesses in October

Placed’s Top 100 Business Ranking List, based on in-store foot traffic, is now available for October. 35 businesses in total saw an increase in rank versus September, the two most prominent categories being Department Stores and Discount Stores, Warehouse & Wholesale Stores, with six businesses each experiencing upwards movement on the list.

 

Shopping in the spirit of spooky was the large driver behind this growth, as Party City climbed 21 spots to the number 84 most visited business in October. Foot traffic showed that US consumers were all about DIY costumes with attention to detail this year, as Goodwill rose 8-points, Michaels rose 7-points, and Sally’s Beauty Supply rose 5-points.

 

October’s Top 10 movers are below:

In terms of the biggest hits in rankings this month, it was the Food & Beverage category that experienced the biggest drop in rankings. With summer officially over and school back in session, ice cream parlors like Baskin-Robbins and Dairy Queen were the businesses to take the largest hits. Buffalo Wild Wings, who launched their Half-Price Wing Tuesdays in September, actually dropped 5-points in the rankings, providing some evidence that people are watching less football.

 

View the full rankings for October here.

 

Placed 100: The Round-Up of Most Popular Businesses in September

Placed’s Top 100 Business Ranking List, based on in-store foot traffic, is now available for September. 35 businesses in total saw an increase in rank versus August, the two most prominent categories being Fast Food and Gas Stations & Convenience Stores with four businesses each experiencing a climb on the list. Dominos’s Pizza and FedEx tied for the lead in terms of month-over-month rank change, rising 6 spots on the list, closely followed by Baskin-Robbins and Popeye’s Chicken.

 

It’s no surprise that Domino’s Pizza tops the list, as the world’s biggest pizza delivery chain reported a bigger-than-expected 17 percent jump in quarterly revenue for Q3 2016, revealing that customers who pick up pizza at Domino’s are also increasing, in addition to just those ordering delivery. Domino’s Pizza is known for being a leader in digital ordering, while its chief competitor Pizza Hut reported a two percent decline for the same quarter. This change is seen as “an anomaly in the restaurant industry which has been plagued by slowing foot traffic and high competition.”

 

September’s Top 10 movers are below:

 

septtop10

 

In terms of the biggest hits in rankings this month, it was the Retail category that experienced the biggest drop in rankings (American Eagle Outfitters, Ross, J.C. Penney, and Victoria’s Secret), likely due to the back-to-school shopping uptick in August. J.C. Penney, who isn’t set to announce third quarter earnings until Friday November 11th, is an interesting position to see if this decrease in rankings is narrowing as their progress towards rebuilding continues.

 

View the full rankings for September here.

Google Tag Manager Adds Support for Placed

Placed is proud to announce that our tag template is now certified for use in Google Tag Manager (GTM). Leveraging the scale and convenience of GTM, enabling Placed Attribution just got a whole lot easier! We’re excited to be working with Google to make attribution accessible to thousands of brands and advertisers using GTM.

 

For those of you who are new to GTM, it’s a tool that generates a single piece of code (container) that you add to your website or mobile app. From there, you can add tags and set firing conditions dynamically from the GTM dashboard without any code changes. It’s simple, fast and easy to test. See this handy guide from the GTM team for more information on getting started.

 

If you already use GTM for site/app analytics, here’s how you can integrate seamlessly with Placed…

 

1. Select a Container
From within Google Tag Manager, navigate to the Workspace tab. In the upper left, select a container from the drop down.

selectcontainers

2. Add a Tag
Click Tags in the lefthand toolbar. Then select New. Give your new tag a descriptive name, such as Placed Attribution.

newtag

Click the empty Tag Configuration panel and select Placed from the Choose tag type dropdown.

selectplaced

3. Enter Information
Fill out the tag template with information related to your tag. Click the icon to the right of the text box to add macros or enter your own.

enterinformation

4. Set a Trigger Event
Click within the empty Triggering box to add a trigger event. In this case we want the tag to fire on all pages. The Segment will pass the page path, so we’ll be able to measure store visitation for each page individually.

trigger

5. Save Your Tag and Publish
Save the tag. Click Publish (upper right) and your changes will automatically be reflected across properties running the container!

published

Most Popular Apps for Clinton and Trump Supporters

The differences between Trump and Clinton supporters extend beyond political view and into the apps that they are more likely to have installed on their smartphone. Utilizing Placed’s double opt-in audience, Placed was able to connect localized voting preferences to apps installed.

 

Using apps as a proxy, Clinton supporters are content generators with messaging and photo apps making up 70% of the list, while Trump supporters are more content consumers with 60% of the list including apps like NFL Mobile, Slacker Radio, Audible, Amazon Music, and Kindle. As it relates to retail, Trump supporters gravitate towards the market leaders with Walmart, the largest retailer in the US, and Amazon, the largest retailer in the US, representing 4 out of the top 10 apps.

 

For both candidates, the most popular businesses in the physical world by candidate preference have very little correlation with their supporters’ digital activities. This separation of offline versus online behaviors even for the same candidate highlights the importance of treating each medium in its own silo, as what works online isn’t necessarily going to work offline.

 

With Trump raising over $26MM in June through online and mail solicitations, it highlights digital as a strong channel to reach his strongest supporters and drive donations. Utilizing this list, Trump can focus fundraising efforts on apps where his supporters are most likely to be found. Clinton’s strength in social applications could represent an opportunity to replicate President Obama’s success in 2012 leveraging social media to drive donations.

 

Clinton Trump Supports Most Popular Apps