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Placed Expands Store Visit Attribution To TV, Offers Free Preview To Hundreds Of Brands, Networks

"We’re skipping the crawl and walk stages of product adoption, and jumping right to run with this preview," says Placed CEO David Shim.

Location attribution and measurement platform Placed is continuing its work to connect store visits beyond mobile ads to TV in a partnership with audience analytics providers Inscape and Kantar.

The deeper push into TV advertising by Placed comes two years after it connected its store visit ad measurement capabilities to out-of-home advertising as part of the company’s long held ambition to become the “standard” online/offline attribution solution for brands, agencies, and media sellers.

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 354MM+ location-enabled devices.

With this launch, Placed is able to attribute video advertising across desktop, mobile, connected TV, addressable, and linear viewing to store visits, David Shim, Placed’s founder and CEO, tells GeoMarketing.

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

Placed Attribution for TV is being rolled out with a free preview period from June 13 to June 29, 2018, allowing “direct access” to reports on ad impressions and store visits across 100 brands, 340+ TV campaigns, on 100-plus networks.

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

While the Placed for TV comes after over-the-top TV viewing provider Roku introduced its measurement platform, Ad Insights, with Placed as the sole location measurement partner, Shim calls this new attribution program “the first and only deal of its kind.”

Essentially, Placed will integrate Inscape’s granular, “glass-level” TV-viewing data into Placed location-based data measurement platform to deliver its 300+ industry partners and 500+ advertisers an omnichannel attribution and targeting solution, at scale.

Meanwhile, Kantar supplies the ad data, which Placed processes while layering in visitation data to deliver Placed Attribution for TV.

As for defining the scale Placed can deliver results, Shim says Placed directly measures 3 billion store visits a month, representing 1 in 3 adults in the U.S.

“This deal gives our ecosystem of partners fast and reliable omnichannel attribution at a scale that only our two companies can provide,” Shim says.

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. Some of its initial findings from its store visitation analysis tied back to TV ads includes:

  • 35 percent 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
About The Author
David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of GeoMarketing.com. A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.