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.

How Location Analytics Can Help Increase Mobile CPMs

Adweek’s recent article, Mo’ Traffic but No Mobile Money, took a look at the mobile CPM challenge plaguing publishers. Even with mobile traffic skyrocketing and smartphone adoption continuing its steady climb, mobile ads still struggle with low engagement, less sophisticated advertising technology and limited screen space, keeping mobile ad prices well below those of their desktop counterparts.

 

Perhaps the biggest hurdle for publishers though is the lack of metrics currently available to make the case for greater mobile CPMs. As the Adweek article states, “For publishers to justify more mobile investment, the industry needs better metrics, most argued.”

 

While on-device metrics are important in moving mobile CPMs higher, many publishers often overlook the value of location context that is inherent and unique to the mobile platform. Try to remember the last time you saw someone pull out their laptop while shopping, now try to remember the last time you DIDN’T see someone browsing on their phone in the same store – get the point?

 

Answering the where in the mobile audience equation has the potential to unlock a wealth of consumer insights to help build the case for greater mobile ad rates. The ability to know and quantify the stores, restaurants, businesses and categories that mobile users are nearby when engaging with publisher content creates a whole new layer of context (and value) for advertisers looking to bridge the gap between the offline and online experience.

 

In a recent case study, we highlighted how one news publisher was able to increase mobile CPM rates using Placed Analytics location data. Here’s a brief recap of the strategies they used to achieve better mobile ad rates:

 

Increase Mobile CPMs with Placed Analytics

  • Identify new categories to prospect:
    The publisher saw that 36% of usage occurred nearby restaurants. However, restaurants made up less than 10% of total ad sales. Using this data point, the sales team was able to identify restaurants as a top prospecting category and use location data to back up their pitches.
  • Optimize ad delivery by day and time:
    The publisher discovered that their users were most often nearby department stores on weekday evenings and weekend afternoons, so they decided to optimize the delivery of retail ads to reach visitors during the times and days when they were most likely shopping.
  • Selling to new advertisers:
    The sales team was able to use location data to secure a new supermarket advertiser. Being able to show that 10% of mobile usage occurred nearby that supermarket’s stores, as well as how much activity occurred near competitors’ stores, and which markets had the most competitive behavior helped justify higher rates for access to its more qualified audience.

As 2013 gets underway, improving mobile monetization is set to be a key theme for publishers and advertisers this year as both seek ways to leverage the small screen for big advertising gains.