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

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

New Partners Across Programmatic, Location, and Networks

 

Placed is excited to announce the addition of seven new partners utilizing Placed Attribution, ad to store visit, and Placed Targeting, location based audience segments.  These partners join the over 70+ advertisers, agencies, networks, platforms, and publishers using Placed to measure in-store visitation and advanced location based targeting.

 

With the addition of these new partners, Placed and its partners deliver to brands and agencies a single currency to measure store visits, available across the largest network of partners crossing programmatic, publishers, ad networks, apps, and video.

 

The industry has spoken, and they have chosen Placed as the attribution solution that delivers on scale, accuracy, consumer privacy, and is completely independent of ad sales.  By delivering a solution that is trusted by media buyers and sellers, as well as consumers, Placed Attribution is the industry standard metric for measuring store visits.

 

These new partners continue Placed’s momentum across media buyers and sellers:

 

Placed Attribution Overview

 

Placed Accelerates Push into Programmatic Attribution

DataXu, RUN, and The Trade Desk join Adelphic and StrikeAd as previously announced DSPs integrated with Placed. With the addition of these partners, Placed firmly establishes itself as the standard currency to measure the impact of programmatic advertising to store visits.

 

New network partners integrating Placed include Drawbridge, TapJoy, and Vistar Media. These partners will also have access to Placed Targeting, which enables advertisers to reach audience segments utilizing location.

 

Read the Full Announcement:  Placed Standardizes In-Store Attribution and Location Targeting Across Programmatic and Network Advertising Partners

 

Preview Placed Growing List of Partners:  Placed Partner List

 

Placed News – See What Others Are Saying About Placed:

 

Strong Start for Sprint’s “The Cut Your Bill in Half Event”

sprint_logoOn December 5th Sprint launched, “The Cut Your Bill in Half Event,” where consumers could bring a copy of their Verizon or AT&T bill to a Sprint store and their Sprint would cut their bill in half. Beyond the aggressive discounting, this promotion was unique in that it required a consumer to go into a Sprint store to complete the offer.

 

With the world’s largest opt-in location panel, Placed was able to directly measure the change in store visits to Sprint store as compared to the other wireless carriers. The results in the first two weeks were clear, this promotion is having a material impact in offline visits.

 

  • Week 1: Sprint saw the largest % increase in foot traffic across all wireless carrier stores
  • Week 2: Sprint increased foot traffic market share by almost 3% since the start of the sale

Download the White Paper, Foot Traffic Impact of Sprint’s ” The Cut Your Bill in Half Event” for additional details including corresponding TV spend.

 

Placed Partners with Dstillery to Measure Store Visits Attributable to Cross-Channel Marketing

Following up on the recently announced partnership with Dstillery, Placed is excited to release the first set of performance metrics tied to a desktop campaign for a top 5 department store in the US:

 

  • 5.32% Store Conversion Rate for Desktop Impressions
  • 33.54% Lift in Store Conversion Rate (Exposed vs Unexposed)

In a first for the industry, combining Placed Attribution and Dstillery’s CrossWalk multi-device intelligence technology, this study connects the dots between desktop campaigns and offline behavior. This solution is a significant step forward for clients and the digital advertising industry to quantify desktop impressions to real world store visits.

To learn more about the collaboration, simply reach out to your Dstillery contact, http://www.dstillery.com, or contact Placed at sales@placed.com.

Placed Collaborating with PayPal Media Network for Attribution and Targeting

Placed is excited to share that PayPal Media Network is one of our newest collaborators, leveraging both Placed Attribution and Placed Targeting. PayPal Media Network’s scale and years of experience in mobile location based advertising, combined with Placed’s industry leading in store attribution and targeting solutions will add tremendous value for advertisers and media agencies.

 

By selecting Placed Attribution to measure in store visitation, PayPal Media Network will enable advertisers to see beyond the click to quantify campaign results by measuring consumer actions offline. Advertisers benefit from:

 

  • An Independent Solution for Store Attribution
  • Actual In-Store Visits and Accurate Lift Metrics
  • Audience Insights
  • No Technical Implementation

Placed Targeting expands upon traditional place location based targeting, allowing PayPal’s advertisers to use physical location to target consumer behaviors. By identifying the locations that target audiences are more likely to visit, enabling PayPal Media Network to expand a campaign’s reach and performance.

 

To learn more about the collaboration, simply reach out to your PayPal Media Network contact, visit the PayPal Media Network site at http://advertising.paypal.com, or contact Placed at sales@placed.com.

 

Holiday Retail Analysis 2012: Visits, Market Share, Days

Just like a big family dinner over the holidays, retailers bring with them their own unique personalities to the holiday shopping season based on findings from Placed’s 2012 Holiday Retail Analysis.

 

By aggregating and then normalizing data collected from Placed Panels, Placed is able to provide retailer-level insights on visits to physical locations.  This micro-level data is a first in an industry previously dominated by aggregate insights with limited actionability (ex. retail sales up 2% year over year).

 

Top December Shopping Days by Retailer Based on In-Store Visits
Each individual retailer has its own persona when it comes to in-store visits.  Toys ‘R’ Us’ busiest day in December was the 15th, while Best Buy was Super Saturday (22nd), and Walmart was the 23rd.  This highlights that a single day does not make or break a retailer’s holiday season.

 

Busiest Holiday Shopping Days by Retailer

Top Gainers by Key Shopping Days
Consumers’ retail preferences change based on time to Christmas.  Gainers in terms of relative in-store visits were incredibly diverse across a week in December (Super Saturday, Christmas Eve, and Day After Christmas).  Only American Eagle and Victoria’s Secret made the top five in these three days, while the rest of the retailers were unique.  American Eagle was also the highest ranked retailer for Black Friday.

Top Gaining Retailers by Holiday Shopping Day

Wireless Carrier Retail Market Share
With the carrier retail outlets, market share is always in flux where a few percentage points mean the difference between #1 and #2 in the market, or #3 and #4. This level of fluctuation highlights that there are opportunities to increase share in the market as well as identifying strong and weak players.

Wireless Carrier Store Market Share

Big Box Retailer Market Share

Big Box Retailer Market Share

Department Store Market Share

Department Store Market Share

 

 

 

 

Can Businesses Use Hyperlocal to Leverage Customers’ Politics?

There has been significant coverage about the differences in Democrats and Republicans, but to date there hasn’t been any analysis of real world activities associated with political affiliation.  Voting Democratic or Republican plays a part in which establishments we step foot in and which ones we don’t, from grocery stores to restaurants and from retailers to gas stations, presenting brands and candidates with very powerful insights into their constituents.

 

Whether you’re a political campaign strategist or a marketing manager for a brick-and-mortar retailer, understanding the offline behaviors of your audience provides rich insights to help you build a more complete profile of your audience, their preferences, and what this means to your organization.

 

For instance, political digital ad spend is expected to increase sixfold from 2008 to 2012.  In this most recent election cycle candidates started experimenting more with mobile to engage voters and potential converts. As the shift to smartphones continues, political dollars will move towards mobile and with that we will see the advancement in sophisticated mobile advertising campaigns that utilize mobile’s most unique and valuable trait — location. Utilizing this location and place insight, strategists can build location-based campaigns that target loyal party affiliates with “get out the vote” or “donate” messaging, or potential converts by targeting businesses that reach parity for Democrats and Republicans, and are likely to include a more moderate and potentially high-conversion visitor base.

 

On the flip side, businesses that better understand the political composition of their visitor base could anticipate and react more quickly to potential issues that result from partnerships with personalities that have a strong political leaning. For instance, the backlash resulting from Donald Trump’s tweets surrounding President Obama’s reelection resulted in more than 670k signatures on a petition to remove Trump’s product line from Macy’s. Utilizing this place data, Macy’s could quickly quantify that Democrats were 31% more likely to visit a Macy’s and that Trump’s comments against a Democratic President could potentially impact Macy’s brand perception across its most loyal customers.

 

In an effort to build an accurate “places profile” of today’s electorate, we analyzed the activities of opted-in panelists via their mobile device to determine the businesses whose customers lean left and those that lean right. This data is an aggregation of pilot participants of Placed Panels. Democratic and Republican affiliation was determined at the county level where Obama or Romney won by greater than a five percent margin.

 

Top Businesses for Democrats and Republicans

 

A look at the top places visited by Democrats and Republicans found some interesting insights into the political composition of many popular businesses:

 

Democrats:

 

  • Grocery Stores – Trader Joe’s: Democrats were nearly twice as likely to visit Trader Joe’s compared to the average U.S. citizen (index of 174). They were also more likely to visit Whole Foods (index of 139) and Safeway grocery stores (index of 134).
  • Restaurants – Dunkin’ Donuts: Democrats were 60 percent more likely to frequent Dunkin’ Donuts than the national average. They also displayed a higher tendency to visit Starbucks, White Castle, Popeye’s Chicken & Biscuits, Chipotle and Jamba Juice.
  • Retail — Macy’s: Democrats had the strongest skew towards shopping at Macy’s, with the Apple Store and CVS also skewing toward the left.

Republicans:

 

  • Gas Stations — Love’s Travel Stops: Republicans had a high tendency to visit travel centers and gas stations overall compared to the national average. People in Republican counties were 2X more likely to visit Love’s travel stops, Pilot Flying J travel centers and Sheetz.
  • Restaurants — Sonic Drive-In: Republicans were more than twice as likely to visit Sonic. Hooters, Whataburger, Hardee’s and Arby’s also skewed to the right.
  • Retail — Dollar General: Republicans were 2X more likely to visit Dollar General compared to the national average.

The impact of quantifying the physical world goes beyond politics.  For example, Placed quantified the effects of Hurricane Sandy on real-world behaviors taking assumptions and converted them into action able insights that could help governments, businesses, and organizations plan and react more efficiently to specific events like Hurricane Sandy.

 

Looking at location data helps turn what was once vague anecdotal assumptions into factual conclusions that have the potential to powerfully impact how we understand, predict, react, and change human behavior.

 

This article originally appeared on Street Fight.