Placed Open-Sources Location Analytics Platform

Ability to Measure Store Visits Across Nearly 2,000 Businesses Now Freely Available through Placed Insights

 

Placed is making its location analytics platform, Placed Insights, available to the public at no cost. Launched in 2013, and utilized by hundreds of users across various industries including brick and mortar retail and restaurants, Placed Insights maps the real-world relationships between people and places.

 

“In the same way that Zillow’s Zestimate brought home value analytics to the masses, this evolution of Placed Insights will do the same for location analytics,” said David Shim, Founder and CEO at Placed. “We see very high demand for location analytics, yet adoption has been tempered by accessibility and cost to access an accurate and robust data set. Placed is taking the unprecedented step of education and investment in the industry by making location analytics available to all at no cost.”

 

Powered by 800 billion raw locations, 2.8 billion directly measured visits, and 94 million audited visits, Placed Insights to date has been a premium and paid service. With the announcement today, Placed is removing those barriers around Placed Insights, and open-sourcing access to one of the largest and most robust location analytics solutions in-market. Accessing Placed Insights is as simple as visiting placed.com, and entering any one of 1,900 businesses to garner robust location insights at no cost.

 

“When it comes to understanding the offline behavior of consumers, Placed is one of Taco Bell’s trusted partner,” said Lynn Hemans, Senior Director of Business and Social Intelligence. “Since partnering in 2016, Placed has been able to provide location analytics at a scale and accuracy that allows Taco Bell to take action against the data. In the past year, using Placed Attribution and Insights, Taco Bell has been able to deliver and optimize communication across media channels based on visitation.”

 

“Placed is a preferred location analytics and in-store attribution partner because of the scale of their privacy-compliant audience and the insights we uncover through their insights dashboard and cross-platform measurement solutions,” said Michele Siravo, VP, Managing Director, WHERE, at Horizon Media, Inc. “Access to Placed Insights has enabled us to enrich our strategic planning with location data – their foot traffic statistics are among a number of KPIs we ingest into Horizon’s proprietary data-driven integrated marketing platform, InfuseSM. Placed’s bold decision to open up its platform is an exciting opportunity for brands and agencies to gain a deeper understanding of their customers.”

 

The open-sourced version of Placed Insights will update on a monthly basis starting with January 2018. Insights generated from the platform include:

 

  • The Most Popular Businesses in the US
    • Walmart (2.43% of all visits), McDonalds (1.73%), Starbucks (1.11%), Walgreens (1.01%), Subway (0.85%), CVS (0.75%), 7-Eleven (0.73%), Target (0.66%), Dollar Tree (0.63%), Dollar General (0.59%)
  • When One Door Closes, Another Opens in Retail
    • Winn-Dixie Set to Close 200 Stores: Publix, Walmart, Albertsons and Tom Thumb set gains in visits
    • Stein Mart Exploring Strategic Alternatives: Kohl’s, Ross, Old Navy, Marshalls, and Macy’s see high overlaps
  • Whole Lot of Customers: Free 2 Hour Delivery from Whole Foods
    • 25% of Whole Foods customers travel over 13 miles to nearest store (9% further out than other grocery stores)
  • Bits and Mortars – Real-World Businesses Visited by Bitcoin Owners 
    • Auto: Hyundai (2.3x), Nissan (2.0x), BMW (1.2x)
    • Restaurant: California Pizza Kitchen (2.5x), Hooters (1.6x), Outback (1.5x)
    • Retail: Apple (1.8x), Whole Foods (1.5x), Trader Joe’s (1.3x)
  • Netflix and Chili’s – Restaurants Most Frequented by Netflix Subscribers
    • In-N-Out (31% higher visits), Chili’s (21%), Panda Express (19%), Jimmy John (13%), Chipotle (10%)

Open access to Placed Insights is available today at https://www.placed.com (no registration). To access more in-depth insights including audience profiles create a free account.

 

In addition to Placed Insights (Public, and Premium), Placed’s suite of products include Attribution, measuring the impact of ads on store visits, and Audience, enabling activation based on offline consumer behaviors.

 

CEO Letter: Continued Independence, Investment, and Innovation

To Our Customers, Partners, and the Industry:

 

In June, Placed agreed to join Snap to establish the de facto standard in offline measurement for the next decade.  Prior to the announcement, Placed had established itself as the leader in location-based attribution with over $500MM in media measured in the past 12 months across thousands of campaigns and hundreds of partners.  Placed achieved this level of success without selling a single ad, and instead focused on delivering one of the best-in-class attribution solutions for advertisers and publishers in a manner that is truly independent of media.

 

Post-close, both companies are committed to maintaining Placed’s position as an unbiased and independent leader in connecting ads to store visits.  To reinforce Placed’s commitment to operating independently:

 

  • Placed will operate independently of Snap, maintaining its brand and continuing to deliver offline attribution to 500+ advertisers and agencies
  • Placed will continue to add new advertisers and partners to its client list
  • Placed employees will operate separately from Snap employees
  • Placed will continue to maintain its own offices, separate from Snap offices
  • Placed’s production infrastructure will operate separately from Snap’s production infrastructure
  • Placed will treat Snap in the same manner as the 300+ partners who utilize Placed Attribution and Placed will not share advertiser or partner data with Snap

In the first full month following the close of the acquisition (August), Placed experienced record growth.  When comparing the month prior to the announcement (May) and the month following close (August), Placed experienced:

 

  • 20.1% increase in impressions measured
  • 13.1% increase in advertisers measured
  • 19.2% increase in publishers, networks, and platforms

The adoption rates over the last three months are near all-time highs, which further quantifies Placed as a leading source for offline attribution.  We are humbled by the demand that we’re seeing in the market, and the trust that 55 new publishers, networks, and platforms have put into Placed as the unbiased and independent source of truth when it comes to store visits attributable to media.

 

Adoption metrics alone don’t showcase the success that Placed has seen in the market. Since the news in June:

 

  • Placed plans to increase investment in product significantly going into Q4.  This includes a 400%+ increase in investment in TV
  • Placed released a white paper highlighting the issues associated with exchange based location data, where 99% of the locations aren’t able to determine store visits
  • STX and Horizon used Placed to measure the impact of digital and TV on the release of Bad Moms
  • RetailMeNot utilized Placed Attribution to independently measure the impact of paid search on retail store visits

Snap’s acquisition of Placed was not designed as a roll-up, but rather as an investment in cementing Placed as the default platform for measuring the physical world.  Placed aspires to be the location platform for the next decade throughout the world.

 

If you have any questions or concerns about Placed measurement, please do not hesitate in reaching out to me directly at david@placed.com.

 

Sincerely,

 

 

 

 

David Shim

Founder and CEO

 

Hurricane Irma’s Impact on the Location of People and Places

Placed analyzed the location and visitation data generated by residents in the path of Hurricane Irma to gain insights into impacts of what has already proven to be an abnormally active storm season.

 

Foot Traffic to Businesses:  Areas impacted by Hurricane Irma saw quantifiable increases in visitation to grocery stores (2.1x), gas/convenience (1.7x), and pharmacy (1.7x) in the days before expected landfall of Irma. While these visits were expected, unexpectedly visits to Pet Food and Supplies retailers, Diet & Nutritionists businesses, and Sporting Goods stores also saw increased visitation between September 4th through the 7th.

 

Restaurant/QSR locations saw up to 3.7x visitation rates by September 8th as residents began evacuation, or conserved supplies by eating out up until the last minute.  Interestingly, Check Cashing locations saw upwards of 28X the visitation from prior to the hurricane, possibly due to banks being closed and power outages forcing cash only transactions. Wireless retailers also saw significant increases in visitation (1.5x-4x) before, during, and immediately following the storm.

 

Evacuations Before Landfall:  By mapping “away from home” percentages by city by day, we clearly see the alignment to evacuation notices as well as delayed returns for areas where Hurricane Irma caused extended power outages.

 

  • Evacuations Start (Average): 2 days before landfall
  • Population Returns (Average): 3 days after landfall, 5 days after landfall for areas with extended power outages

Distance Traveled:  The metric “distance traveled from home” indicates that the Sept 6th Hurricane Irma path projections, which placed the center of the storm traveling up the Eastern coastline, aligns with the first wave of residents of Miami and Naples opting to leave their home locations and travel distances averaging as much as 260 miles to escape the hurricanes cone of damage.

 

  • Shortest Average Distance Traveled (Pre-Land Fall): 32 miles, Tallahassee Residents
  • Longest Average Distance Traveled (Pre-Land Fall): 295 miles, West Palm Beach Residents

The September 7th announcement of mandatory evacuations for additional cities beginning Sept 8th initiated a second wave of residents departing with Ft Myers-Naples area seeing 73% of residents on the move.

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.

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