Most Popular Apps for Clinton and Trump Supporters

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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

Free Burritos Are Driving Chipotle’s Recovery as Measured by Placed

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Through a unique combination of location ratings service data and custom survey data, Placed was able to directly measure the change in visits to Chipotle during the frenzy following the restaurant’s E. coli outbreaks.

 

By analyzing location behaviors of consumers sourced from our Placed Insights service over a 13-month period, the data shows a drop in monthly Chipotle visitation that directly correlates with the outbreaks. Chipotle’s share in monthly traffic hit a low of 8.04% during the month of January 2016, a full three months after the first initial outbreak, representing the lowest visitor share over the 13-month period.

 

On February 8th, 2016, Chipotle shut down its nationwide stores to retrain staff on food safety. At the same time, the company launched a campaign to reintroduce customers to the brand with free burritos. Coupons worth a generous total of $70 million in free burritos were given away.

 

The “reintroduction period” with the support of millions of free burritos proved to be a promising tactic as Chipotle’s visitor share in Placed Insights for February and March show a gentle spike. More specifically, the burrito coupons pushed March 2016 visitor share to a level almost as high as that of the previous year (8.81% visitor share in March 2016 vs. 8.86% in March the year prior). Overall, the promotion had a material impact in winning back Chipotle customers.

 

CHI

Digging deeper into Placed Insights data reveals restaurants that benefited from Chipotle’s recent turmoil. In terms of visitor share within the Mexican restaurant category, there were a few notable beneficiaries:

 

Change in Mexican Restaurant Visitor Share, October 2015 vs. December 2015

  • Moe’s Southwest Grill, 5% increase
  • Del Taco, 2% increase

Looking beyond this category, Placed compared two leaders of the “fast-casual revolution,” Chipotle and Panera Bread. Examining overlap in visitation rates through November 2015, Panera Bread visitors were more likely to visit Chipotle than vice versa. However, in December 2015, the visitation points meet, indicating a shift in traffic from Chipotle to Panera.

 

Change in Chipotle & Panera Visitor Share Overlap, October 2015 vs. December 2015

  • % of Chipotle Visitors who also went to Panera grew 7%
  • % of Panera Visitors who also went to Chipotle dropped 3%

 Measuring Perception Across Chipotle Visitors in April 2016

To add some color and tell the whole story behind the numbers, Placed surveyed its audience on their most recent visit to Chipotle to find the ways that public sentiment has changed for the brand:

  • 46% had visited Chipotle within the last two weeks prior to their current visit
  • 19% of respondents cited a free burrito coupon as the primary reason for their visit, while 46% said a craving for Chipotle drove their visit
  • 70% are likely to visit Chipotle again within the next month
  • Over 90% are aware of the E. coli outbreaks, and among those who are aware, 79% visit about the same or more frequently since the news of the E. coli outbreak

Measuring the success of Chipotle’s strategy through free burrito coupons, Placed discovered that visitors who are less likely to frequent Chipotle due to the E. coli outbreaks are more likely to use Chipotle coupons than visitors whose visitation has increased or remained the same:

  • Among those who visit Chipotle less frequently due to the outbreaks, 23% used a free burrito coupon during their visit, which is 27% higher than those whose visits didn’t decrease during this time frame.
  • For coupon users who visit less frequently since the outbreaks, the majority said prior to this Chipotle visit, their last visit was within the last 6 months (29%) or more than 6 months ago (16%)
  • This group of users is also 61% likely to visit Chipotle in the next month

Chipotle’s approach to winning back customers with coupons shows signs of early success with directly measured foot traffic from Placed Insights, and perception metrics from Placed Survey.

Driving (And Measuring) Moments that Matter: BMW Case Study

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Faced with the pressure of pushing greater sales, BMW needed to drive more potential consumers to its dealerships. However, with only 1.3% of the total Internet population comprised of Luxury Auto Intenders and Endemic Site Visitors, the pool of perspective audiences is limited.

 

In order to reach this niche audience, BMW sought to connect with the right geographic location; it was necessary not only to reach users who have visited BMW or competitor dealerships in recent months, but also reach users near BMW or competitor dealerships in real-time. Constrained by only 339 regional BMW Dealerships nationwide, the challenge was heightened. As a solution, Cadreon developed a programmatic strategy that leveraged data to identify the moments when the niche audience was most receptive to receiving BMW’s message.

 

The process of buying a car sparks emotions that can be influenced to create a connection close to the point of purchase and drive consumers into the dealerships. Using a combination of data and mobile location geo-technology, BMW was able to reach consumers on their smartphones during these moments that matter.

 

With the world’s largest opt-in location panel, Placed was able to measure this emotional connection. Using the Placed lookalike model based on time, geography, OS, age, gender, ethnicity, and income, Placed quantified that BMW’s approach of emotional connection drove physical action, and was able to quantify that the physical action translated into 26.5% lift in BMW dealership visits.

 

Download the case study one-pager here.

BMW

Placed and RetailMeNot Release “The State of Coupons and Role of Mobile” Study

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Placed and RetailMeNot partnered once again to deliver a study highlighting the prevalence of the omnichannel shopper. As a follow-up study to last year’s “State of Holiday Shopping,” Placed surveyed 10,843 consumers from its mobile audience to dive deeper into the impact that mobile has on couponing and the shopping planning process.

 

“These results highlight the need for retailers to have an omnichannel presence when it comes to offers,” said David Shim, founder and CEO, Placed. “Print is the medium in which retailers have had decades to optimize against redemption, but the greenfield opportunity exists in mobile and omnichannel coupons.”

 

The study quantified this greenfield opportunity:

  • Mobile apps have become the primary source for deal seeking: 42.8% of consumers typically use mobile to locate coupons, followed by print at 35.9%, and 28.8% across all other platforms.
  • Apps serve as an in-store assistant. 75.0% of consumers used at least one app to assist in their shopping experience while in-store, and 27.5% used at least three apps.

When asked about favorite and most influential shopping apps, consumers affirm the importance of delivering a high-quality omnichannel experience, which is the foundation of consumer reach today.

Amazon took the number one spot as a consumer favorite, followed by RetailMeNot and Walmart. The data highlights not only the popularity of online marketplaces, but also promotional incentives on consumers.

 

Top 5 Favorite/Most Influential Shopping Apps Among US Consumers

  1. Amazon
  2. RetailMeNot
  3. Walmart
  4. Groupon
  5. eBay

Utilizing mobile deals as part of an omnichannel experience is key to converting window shopping into an in-store purchase. eMarketer found that mobile is the driving force behind coupon growth: in 2015, the number of US consumers redeeming mobile coupons reached 97.4 million, representing growth of 18.4% over the year prior.

 

While the study reveals that coupon use for shopping offline (70.2%) continues to exceed coupon use for shopping online (51.4%), digital coupons are quickly approaching the same redemption rate as printed coupons. 63.9% of survey respondents redeem physical/printed coupons, but 58.0% redeem digital coupons and 45.0% redeem coupon codes. Digital channels provide an additional and efficient medium for consumers to find coupons and then print them out prior to shopping, or show them on a phone while in-store.

Capture

With the omnichannel retail trend expected to grow exponentially over the next few years, the most successful retail marketers will be those who employ mobile digital coupons as a major tactic to complete the consumer’s purchase. 2015 was the year of the omnichannel shopper, but 2016 is set to be the year of the omnichannel saver and coupon user.

 

Download the White Paper for more key insights into consumer trends in couponing and the impact that mobile has had in changing the shopping planning process: http://www.placed.com/resources/white-papers/mobile-now-the-standard-in-couponing

Placed and Kantar Release Third Annual Black Friday Report

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Black Friday has been a long-standing American pastime, one that creeps closer and closer into Thanksgiving every year. For many Americans, it is accompanied by images of people shoving and trampling each other to get their hands on the hottest discounts, giving a redefined meaning to the term “door-buster.” And, according to the NRF, nearly 102 million consumers shopped in brick-and-mortar stores over the Black Friday holiday weekend this November, where the retail advertising buildup beforehand represented a billion plus dollars.

 

So, the decisive question remains—who were the retail winners and losers in the ultimate annual competition of reaching those 102 million consumers effectively? Placed and Kantar came together again to merge their intelligence and evaluate the amount of incremental store visits per dollar of advertising, measuring the success through the metric of ‘lift visits per ad dollar.’ This measure was then converted to an index scale, assigning an index of 100 to the highest lift visits per ad dollar and scaling all other values against it.

 

This year’s analysis revealed that consumers are on the prowl for the latest and greatest electronics, particularly when it comes to Black Friday deals. Best Buy came away as the winner: with $24.2 million of ad expenditures, Best Buy experienced a 125% lift in store visits, obtaining the top efficiency index of 100. In second place behind Best Buy comes JC Penney with an efficiency index of 75, claiming the top spot for the department store and mass merchandiser category. And when it came to the battle of Walmart vs. Target, it was pretty close: Walmart experienced an efficiency index of 65, with Target on Walmart’s tail with an index of 63.

2015_BlackFriday_TVAdSpend_StoreVisit (2)

 

The digital cousin of Black Friday, Cyber Monday has stolen some of the holiday shopping spotlight. Regardless, the 2015 findings highlight that pre-Thanksgiving advertising spend remains not just important, but actually successful in generating foot traffic—proving the reality of holiday retail: Black Friday isn’t dead, it’s just different. Download the full report here to learn more.

Placed and RetailMeNot Release First Annual “State of Holiday Shopping” Study

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‘Tis the season for holiday spending forecasts, quick tips on how to save, endless recommendations on where to buy and when to shop. But as a new study from Placed and RetailMeNot finds, one word binds marketers, advertisers, and shoppers together in 2015: omnichannel. This first annual study surveyed over 10,000 respondents from Placed’s audience, taking a deep dive into the 2015 holiday shopping landscape. The insights inform retailers everywhere on how they can win consumer bucks, a challenge that becomes progressively more gigantic each year.

 

Fortunately for retailers though, the abundance of predictions for 2015 holiday spending are positive. With US consumers set to pay the cheapest prices for gas since 2008, according to the AAA, estimates for shopper spending is optimistically rising. “State of Holiday Shopping” found that nearly 82% of consumers plan to maintain or increase their holiday shopping budgets this year over 2014, setting the retail landscape to be one strong in numbers.

 

In fact, the study quantified just how optimistic retailers should be:

  • $492.72. The average amount consumers plan to spend on gifts.
  • 28%. The amount of shoppers who are planning to increase their holiday spending over 2014.
  • $159.13. The average increase in spend per shopper who is planning to spend more.

When asked how they envision how this holiday shopping spend to break out in terms of offline versus online in comparison to last year, consumers affirm the omnichannel holiday shift:

  • 25% of shoppers plan on doing more online shopping
  • 11% plan to do more in-store shopping this year over last year
  • 19% of shoppers plan to do more of both

In 2015, this omnichannel shopper shifts from minority to majority with 55% of consumers planning to holiday shop equally online and offline. In years past, marketers have watched as digital accelerated retail down the omnichannel path; now, this holiday season will pave 2015 as the year of the omnichannel shopper.

Charts-07

Download the White Paper for more key insights into the 2015 holiday shopper at www.placed.com/resources/white-papers/state-of-holiday-shopping-2015.

New Partners Across Programmatic, Location, and Networks

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Placed is excited to announce the addition of seven new partners utilizing Placed Attribution, ad to store visit, and Placed Targeting, location based audience segments.  These partners join the over 70+ advertisers, agencies, networks, platforms, and publishers using Placed to measure in-store visitation and advanced location based targeting.

 

With the addition of these new partners, Placed and its partners deliver to brands and agencies a single currency to measure store visits, available across the largest network of partners crossing programmatic, publishers, ad networks, apps, and video.

 

The industry has spoken, and they have chosen Placed as the attribution solution that delivers on scale, accuracy, consumer privacy, and is completely independent of ad sales.  By delivering a solution that is trusted by media buyers and sellers, as well as consumers, Placed Attribution is the industry standard metric for measuring store visits.

 

These new partners continue Placed’s momentum across media buyers and sellers:

 

Placed Attribution Overview

 

Placed Accelerates Push into Programmatic Attribution

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DataXu, RUN, and The Trade Desk join Adelphic and StrikeAd as previously announced DSPs integrated with Placed. With the addition of these partners, Placed firmly establishes itself as the standard currency to measure the impact of programmatic advertising to store visits.

 

New network partners integrating Placed include Drawbridge, TapJoy, and Vistar Media. These partners will also have access to Placed Targeting, which enables advertisers to reach audience segments utilizing location.

 

Read the Full Announcement:  Placed Standardizes In-Store Attribution and Location Targeting Across Programmatic and Network Advertising Partners

 

Preview Placed Growing List of Partners:  Placed Partner List

 

Placed News – See What Others Are Saying About Placed:

 

Placed 100 Reveals This Holiday Season’s Big Movers

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Placed has released it’s monthly top 100 business ranking, based on in store foot traffic, for December.   This month’s big movers, highly influenced by the crucial holiday shopping season were almost entirely clothing and specialty retailers.  Led by Macy’s, whose 25 point month-over-month change is a Placed 100 record, the list included Bath and Body Works, Victoria’s Secret and of course Toys ‘R’ Us.

 

This month’s top 10 movers:december placed 100

 

Another interesting story found in the results, comes by way of Sprint.  As detailed in Placed’s recent white paper, Sprint is in the middle of a massive “Cut your bill in half” campaign.  While Sprint did not gain in the rankings, they were able to remain constant while competitors all fell during the month echoing the white paper results.

 

The Automotive category took the biggest hit this December led by Auto Zone and Enterprise Rent-a-car, both dropping 11 points in the rankings.

 

View the full rankings here.

Strong Start for Sprint’s “The Cut Your Bill in Half Event”

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sprint_logoOn December 5th Sprint launched, “The Cut Your Bill in Half Event,” where consumers could bring a copy of their Verizon or AT&T bill to a Sprint store and their Sprint would cut their bill in half. Beyond the aggressive discounting, this promotion was unique in that it required a consumer to go into a Sprint store to complete the offer.

 

With the world’s largest opt-in location panel, Placed was able to directly measure the change in store visits to Sprint store as compared to the other wireless carriers. The results in the first two weeks were clear, this promotion is having a material impact in offline visits.

 

  • Week 1: Sprint saw the largest % increase in foot traffic across all wireless carrier stores
  • Week 2: Sprint increased foot traffic market share by almost 3% since the start of the sale

Download the White Paper, Foot Traffic Impact of Sprint’s ” The Cut Your Bill in Half Event” for additional details including corresponding TV spend.