Placed Launches Platform for Location Panels
Market Research Platform to Measure Real World Behaviors
October 16, 2012 - Placed, the leader in location analytics, today announced the launch of Placed Panels, a free service to measure the real world behavior of opted-in panelists. Companies can use Placed Panels to recruit panelists to measure and analyze the places that their customers visit in the physical world.
"If your company is not leveraging location analytics, you are at a competitive disadvantage to peers in your industry," said David Shim, Founder and CEO of Placed. "Placed Panels enables companies to measure the places their customers go in the real world."
In August 2012, Placed Panels was piloted across 36,000+ opted-in participants, who installed the Panel App on their smartphone. Measuring popularity by visitors, Placed Panels pilot found significant fluctuations in the top ten businesses by market:
- McDonald's and Walmart were the only two businesses to be ranked in top ten in all reported markets
- Target made the top ten in six markets, but never ranked above seven. Walmart averaged a rank of 2.5 across all markets.
- Behind McDonald's, only five other quick serve restaurants appeared in the top 10 in more than one market: Subway (7), Jack In The Box (3), Whataburger (2), Sonic (2), Wendy's (2).
- Starbucks (9) appeared in the top ten twice as often as Dunkin' Donuts (4). In the markets where both businesses were active, Dunkin' Donuts outranked Starbucks 75% of the time.
- Walgreens (5) had more appearances in the top 10 than CVS (4), but CVS ranked higher 100% of the time when both companies were in the same market.
In under 15 minutes on placed.com, a company can design a panel and start recruiting panelists. Placed Panels provides a unique URL for panel recruitment, a co-branded app to measure location, and access to reports, updated on a nightly basis. A panel creator only needs to recruit customer segments to join its panel and optionally offer an incentive for panelists to participate.
The co-branded application, called the Panel App, is available on Android and iOS as a free app. The Panel App recorded more than 200,000 downloads during its pilot, with an app store rating of nearly four stars. Panelists only share location data with the Panel App after opting in three times at initial recruitment, app download, and app open.
"Knowing the offline behaviors for a publisher's audience is as valuable as understanding their demographics," said Jeff Lanctot, Global Chief Media Officer at Razorfish. "Buying media based on the businesses a publisher's audience visits will become commonplace, and I expect Placed to be the unifying currency for location."
"Placed Panels will bring location analytics into the mainstream, and is a requirement for any advertiser, publisher, or market researcher," said Shane Atchison, CEO of POSSIBLE. "Placed has compressed panel design and development from a months-long process to a fifteen minute setup, removing one of the largest barriers to understanding the places people visit in the real world. TV, radio, and online behavior have all been quantified, and with Placed Panels, so has location."
To learn more about Placed, and Placed Panels visit http://www.placed.com.
About Placed, Inc. Placed is Location Analytics. By connecting the physical and digital worlds, Placed has created a new class of analytics focused on location. Placed Nearby contextualizes location when a user is interacting with an app or mobile website. Placed Panels acts as the platform to recruit, measure, and analyze location data collected on a persistent basis from opted-in panelists. Founded in January 2011, Placed is headquartered in Seattle and is backed by Madrona Venture Group.
- Andrea Eatherly
- Director Marketing and Operations
- Placed, Inc.
- (206) 486-2817