Early Adopters See Double-Digit Gains in CTR, Conversion Rate, and Targetable Inventory
SEATTLE, WA – Placed, the leader in location, announced the launch of Placed Targeting (http://www.placed.com/targeting), the solution that enables advertisers to step outside of the geo-fence to reach the right audience wherever they might be in the physical world. Utilizing 20 billion continuously measured locations to date and the industry’s first place-based lookalike model, Placed Targeting provides improved campaign performance for advertisers and expanding targetable inventory for publishers and mobile ad networks.
“Proximity is just one tactic when it comes to mobile advertising,” said David Shim, Founder and CEO at Placed. “Placed Targeting brings lookalike modeling to location-based advertising, proactively reaching audiences throughout the real world versus waiting on proximity.”
How it Works: Placed Targeting and Geo-Fencing Compared
Standard geo-fencing targets consumers who are in proximity of a store location, which limits campaign reach. By understanding the connection between locations through Placed Insights, Placed Targeting is able to go beyond a single point in time to help marketers reach the right audience at the right place to impact consumer behavior.
With the world’s largest opt-in location panel, Placed measures 1,000 locations per panelist per day, providing an unmatched ability to connect people, places, and locations. This enables advertisers to look beyond a single latitude and longitude when making an ad targeting decision. Placed Targeting uses location, not individuals, to target mobile advertisements. Placed does not target ads against its panelists.
Placed Targeting: Audience Visualizations
Placed visualized real world consumer affinities for several retailers in New York and Chicago. These visualizations of the retailer specific lookalike models underscore the unique location profiles for each retailer’s audience, as well as the opportunity to reach a broader audience through location based advertising.
Launch Partner: Verve
Placed announced Verve, a leading location-based platform, as its official launch partner for Placed Targeting. In addition, Verve is making Placed Attribution immediately available for clients. This partnership enables Verve clients to incorporate Placed Targeting and Attribution seamlessly into their mobile ad campaigns.
“Both Placed and Verve understand that location is more than just a latitude and longitude, rather it’s a complex and dynamic series of features that define an audience and place,” said James Smith, CRO of Verve. “Verve\’s platform brings an end-to-end solution for targeting the right consumer; driving foot traffic, and then proving what worked. Placed Targeting and Placed Attribution are now an important part of that formula at Verve.”
“With Verve, we found a launch partner that shares the same philosophy that quality location data matters when it comes to geo-focused mobile advertising,” said David Shim. “By adding Placed Targeting and Attribution to its portfolio of location products, Verve has created a compelling solution for any mobile marketer to measure the in-store impact of reaching the right audience.”
Campaign Performance
Placed Targeting is actively enabled across mobile ad campaigns for some of the nation’s largest retailers, brands, and restaurants. These campaigns consistently saw performance and inventory gains when compared to standard geo-fencing:
+ 26% CTR (Campaign – Entertainment)
+ 23% Conversion Rate (Campaign – Quick Service Restaurant)
+ 25% Targetable Inventory (Campaign – Retail)
Get Started with Placed Targeting and Placed Attribution
Simply request Placed Targeting and Placed Attribution on your next mobile campaign. To learn more about these solutions and our growing list of partners, contact [email protected] or visit www.placed.com
About Placed, Inc.
Placed is the leader in location-driven insights and mobile ad intelligence. Measuring billions of locations across the world’s largest opt-in mobile location panel, Placed provides the most complete understanding of consumers’ offline behaviors.
Connecting the physical and digital worlds, Placed gives brands, agencies, publishers and ad networks the ability to target location at scale, measure the offline impact of mobile ads, and deliver actionable insights into consumer behavior. Founded in January 2011, Placed is headquartered in Seattle and is backed by Madrona Venture Group. For more information about Placed and its location solutions, please visit: http://www.placed.com
