Pandora Hits Milestone:100 Brands Measured with Placed Partnership

This week, Pandora and Placed hit a major milestone – since launching the partnership in early 2014, 100 of the world’s leading consumer brands have run Pandora campaigns with offline attribution provided by Placed. As Pandora’s Preferred Partner for offline attribution, Placed has measured 400+ campaigns for Pandora, and has attributed more than 60 million incremental offline store visits to campaigns running advertising across Pandora’s streaming music service.

 

“It’s exciting to hit this milestone in the partnership between Pandora and Placed,” commented Jim Watson, Placed Senior Vice President, Strategy. “Pandora is focused on driving true value for their advertising clients as we’ve seen with their ability to drive double-digit lift in store traffic for Lane Bryant and an incremental $110 million in revenue for the Las Vegas Convention and Visitors Authority.”

 

“Pandora’s clients require demonstrable results from their campaigns, and Placed is the preferred partner they trust to measure their campaigns.” added Keri Degroote, Head of Sales Research & Analytics at Pandora. “Placed’s industry leading attribution methodology provides the objective results required by our clients and is able to handle the scale of campaigns running across our platform.”

 

With advertisers ranging from restaurants to tourism to retail, Pandora campaigns deliver real business results for brands – 20% more likely to drive incremental visits than the Placed industry benchmark.

Placed-Pandora-09052018

 

Placed Introduces Store Visit Attribution to TV, Expanding Omnichannel Capabilities

 

$3.7 Billion in TV Ad Spend in Q1, Measured Back to Store Visits

 

Placed, Inc., the industry standard in attributing ad exposures to store visits, introduces TV measurement as a part of Placed Attribution. Partnering with Inscape and Kantar, Placed can measure ad exposures against 8MM+ internet-connected VIZIO TVs that have been opted-into for viewing measurement. Utilizing automated content recognition (ACR) from Inscape and creative from Kantar, Placed is able to close the loop to store visitation across location-enabled devices used by 1 in 3 U.S. adults.

 

“Placed first introduced offline attribution for digital advertising in 2012, and today it is the most widely used solution in market,” said David Shim, Founder and CEO at Placed. “In 2017, we expanded into omni-channel attribution and in 2018, we are bringing our expertise in offline attribution to a new area of television performance measurement.”

 

“Our clients want to know the halo effect of TV, and how TV and digital campaigns perform together,” commented Donna Eddington, VP, Planning and Analysis at Horizon Media. “A reliable method is needed to measure offline performance across channels, and Placed is a partner that is helping us do that.”

 

Placed Attribution for TV will launch with a free preview period from June 13 to June 29, 2018. This preview period, will give the public direct access to reports on ad impressions and store visits across 100 brands, 340+ TV campaigns, on 100+ networks.

 

“We’re skipping the crawl and walk stages of product adoption, and jumping right to run with this preview. With this approach, TV advertising can not only be attributable to store visits, but is open to the entire ecosystem” said Shim.

 

In a first, Placed is establishing benchmark metrics on the impact of TV advertising on store visits based on $3.7 Billion spend in media in Q1 2018:

Q1 Benchmarks

  • 35% of TV Campaigns Drive Incremental Visits to Businesses
  • Top Performing TV Networks (Incremental Foot Traffic): Food Network, Golf Channel, OWN, TV Land, NBC
  • Best Performing Day for Casual Dining: Saturday
  • Best Performing Day for Quick Service Restaurants: Wednesday
  • Peak Time to Store Visit:
    • Restaurant: 6 days after Ad Exposure
    • Telecom: 9 days after Ad Exposure
    • Auto: 21 days after Ad Exposure

To access Placed Attribution for TV during the preview period is completed in 3 easy steps:

  1. Create a free account
  2. Confirm the account email
  3. Login to access the TV reports online

“Location-centric TV analytics are essential to true omni-channel measurement, and Placed is uniquely positioned to succeed based on its success in digital,” said Greg Hampton, VP of Business Development at Inscape. “The partnership between Placed and Inscape is good for the entire industry, because it makes in-store attribution as measurable for TV as it is for digital.”

Inscape maintains the largest single source of opt-in Smart TV viewing data in the U.S.

Placed Supports The Red Cross #MissingType Campaign

No, it’s not a typo. Our logo is missing an “a” — The Red Cross is missing A, B and O blood reserves. Along with many in the media and advertising industries, we’re showing #MissingType support by changing our logo. The timing is key: tomorrow is World Blood Donor Day 2018!

We are proud to partner with the American Red Cross for the Missing Types campaign to raise awareness for the need for new blood donors. By joining the campaign, we hope to inspire new blood donors to give for the first time. We also hope to remind donors who haven’t given in a while the importance of returning to give again.

We can spare a letter or two from our name and logo, but patients who need blood can’t. A, B and O blood types are missing. Visit RedCrossBlood.org/MissingTypes to schedule your blood donation appointment today!

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.”