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.


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.

Placed and Kantar Release Second Annual Black Friday Report

This post is adapted from analysis written by Jon Swallen, Chief Research Officer, Kantar Media Ad Intelligence.  

Access the full analysis

 

Placed and Kantar once again partnered to deliver the definitive Black Friday study measuring the impact of television advertising on driving customers into stores.  The findings highlight the importance of pre-Thanksgiving advertising spend on generating foot traffic during this critical weekend.

 

As in any contest, some competitors do better than others.  The results of this year’s study are no exception as mega-retailer Walmart used their massive scale to both outspend and outdraw its rivals.  Spending north of $70 million, Walmart not only drew a 38% share of in-store shoppers but did so at the lowest cost per share of any retailer in the study.

 

By contrast, Target spent nearly as much as Walmart but drew nearly 2/3 less visitors over the 4 day period (a 13% share).  It wasn’t all bad news for Target, however, as store traffic was up nearly 22%  vs. the week prior.

 

Download the full report here.

Kantar Whitepaper Graph

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.