Placed’s Commitment to Independent Measurement

Last week, we excitedly shared the news that we were joining forces with Foursquare. And the outpouring of enthusiasm by clients, partners, and the industry at large has been tremendous. However, one question, which rings familiar, “can Placed be truly independent alongside Foursquare’s media business?” Overwhelmingly, the answer is YES! Just as it had been two years ago.

In June 2017, Placed was acquired by Snap, Inc. with the goal of delivering a truly independent “…yardstick that can measure the offline effectiveness of advertising across multiple platforms and publishers.” And we did just that. In the shadow of over a billion dollars in media (Snap), Placed has built the #1 attribution solution in market. That’s 500+ advertisers and 450+ publishers working with Placed across more than $2B+ in measured media in the last year alone.

With the acquisition by Foursquare, Placed will build on its established stance as the most widely used, independent location-based attribution platform:  

  • Placed powered by Foursquare will operate independently of Foursquare’s media business
    • That means separate support teams, one for attribution clients, and another for media
    • That also means zero exchange of advertiser or partner data between the teams
  • Placed’s production infrastructure will operate separately from any media production infrastructure
  • Placed will continue to maintain its Seattle office
  • Service is uninterrupted for the +1,000 clients already benefiting from Foursquare and Placed technology.

If these points look familiar, that’s because they resemble the letter that I wrote in November 2017, CEO Letter: Continued Independence, Investment, and Innovation. The difference now is that we’ve since added over 150+ partners since, highlighting the trust that the market has put in Placed and now Placed powered by Foursquare as the independent leader in attributing store visits to advertising.  

Thanks to our supporters, including Jeremi Gorman, Chief Business Officer of Snap, Inc., who said last week, “Together, Foursquare and Placed are a powerhouse in location technology and measurement, and we are excited to see how they invent the future of location. We look forward to continuing to work with them in many capacities, including measurement and location data, as we focus on building on the growing momentum in our advertising business.”

We look forward to sharing more news and proving our value and integrity to customers and partners.  

To learn more about how Foursquare and Placed are changing the world of location technology, please see Placed Blog and Foursquare Blog.

Last Letter as CEO of Placed, First Letter as President of Foursquare

Since starting Placed almost 10 years ago, we held the thesis that the location industry needed a single source of truth in order to truly drive adoption.  Placed has delivered that single source of truth in measuring media to store visits with Placed Attribution, used across 440+ publishers and platforms on behalf of 500+ advertisers.  Additionally, Placed Insights, our open location analytics platform, is the most widely utilized in market with thousands of users logging in monthly.

While the adoption of Placed has exceeded our own expectations, there has been a competitor that I’ve begrudgingly admired from a distance.  They hold many of the same principles as Placed, invested in proprietary first party data, building models based on validated visits, focusing in engineering and data science first, creating a market leading point-of-interest database, and most importantly, valuing and protecting user privacy.  This company is Foursquare, and I’m excited to announce that today Placed is merging with Foursquare to deliver the most comprehensive and fully independent technology stack in the location technology industry.

The combination of Foursquare and Placed standout as the quantifiable leaders in market:  


  • Well over $100MM in revenue the last 12 months tied exclusively to location across more than 1,000 clients
  • In the last 12 months over $3 billion dollars in media spend attributable back to store visits representing a quarter of a trillion ad impressions
  • Placed powered by Foursquare will be the undisputed leader in offline attribution, trusted by:
    • 75 of the 100 most visited chains in the US
    • 18 of the 20 most visited restaurant brands in the US
    • 14 of the 20 most visited retailers in the US
    • 450+ publishers across digital, video, TV, and OOH
  • The largest team to ever focus exclusively on location with 350+ employees with over 40% representing Engineering and Data Science
  • Investment led by leading technology media and telecommunications-focused global merchant bank The Raine Group along with its co-investors in the amount of $150MM, representing one of the largest investment commitments the industry has seen
  • A measured audience of over 100MM unique devices in the U.S., thanks to the combination of Placed with Foursquare’s extensive data, developer network and consumer apps.
  • Placed and Foursquare’s first-party data centers on transparent opt-in, always-on location, true visit and stop detection, and multi-sensor awareness.
  • A combination of Placed’s validated visits with Foursquare’s user-confirmed visits that number over 13.1 billion to date, making it the leading first-party data set to train machine learning to capture accurate store visits.

With the scale that a combined Placed and Foursquare will deliver in-market, you’ll see many improvements across our suite of products, while remaining committed to our position as the independent measurement solution for store visits:  

  • In the coming months, Foursquare Attribution will merge into Placed Attribution, reintroduced as Placed powered by Foursquare. It will deliver a single solution with all of the best-in-class features associated with each service
  • Placed will continue to deliver offline attribution to its 500+ advertisers and agencies
  • Placed will continue to be Snapchat’s preferred solution to measure ad exposures to store visits
  • Placed will continue to add new partners and advertisers and expand existing relationships as the largest independent advertising to in-store attribution solution in-market   
  • Placed will continue to operate independent of media with a strict process in place to protect partner and advertiser data  
  • The new offering will immediately incorporate Foursquare’s industry leading POI as well as proprietary and privacy-focused 1st party data into its platform (105MM POIs across 150 countries)

When we look back, history will define this as a seminal moment in location, that changes everything, and I couldn’t be more excited and honored to be a part of this ride at Foursquare as President.    

https://blog.placed.com/nas/content/live/placed/https:/placed-blog.s3.amazonaws.com/srv/blog-source/shared/2017/10/David-300x95.png

David Shim

Founder and CEO


PS – A special thanks goes out to the team at Snap, including Evan Spiegel and Jeremi Gorman, for embracing the opportunity and impact of a combined Foursquare and Placed, and former CSO Imran Khan, for believing in the vision of Placed in 2017.        



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.


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 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.”