Most Popular Apps for Clinton and Trump Supporters

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

New Partners Across Programmatic, Location, and Networks


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

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:


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

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.


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,, or contact Placed at

Placed Collaborating with PayPal Media Network for Attribution and Targeting

Placed is excited to share that PayPal Media Network is one of our newest collaborators, leveraging both Placed Attribution and Placed Targeting. PayPal Media Network’s scale and years of experience in mobile location based advertising, combined with Placed’s industry leading in store attribution and targeting solutions will add tremendous value for advertisers and media agencies.


By selecting Placed Attribution to measure in store visitation, PayPal Media Network will enable advertisers to see beyond the click to quantify campaign results by measuring consumer actions offline. Advertisers benefit from:


  • An Independent Solution for Store Attribution
  • Actual In-Store Visits and Accurate Lift Metrics
  • Audience Insights
  • No Technical Implementation

Placed Targeting expands upon traditional place location based targeting, allowing PayPal’s advertisers to use physical location to target consumer behaviors. By identifying the locations that target audiences are more likely to visit, enabling PayPal Media Network to expand a campaign’s reach and performance.


To learn more about the collaboration, simply reach out to your PayPal Media Network contact, visit the PayPal Media Network site at, or contact Placed at


Holiday Retail Analysis 2012: Visits, Market Share, Days

Just like a big family dinner over the holidays, retailers bring with them their own unique personalities to the holiday shopping season based on findings from Placed’s 2012 Holiday Retail Analysis.


By aggregating and then normalizing data collected from Placed Panels, Placed is able to provide retailer-level insights on visits to physical locations.  This micro-level data is a first in an industry previously dominated by aggregate insights with limited actionability (ex. retail sales up 2% year over year).


Top December Shopping Days by Retailer Based on In-Store Visits
Each individual retailer has its own persona when it comes to in-store visits.  Toys ‘R’ Us’ busiest day in December was the 15th, while Best Buy was Super Saturday (22nd), and Walmart was the 23rd.  This highlights that a single day does not make or break a retailer’s holiday season.


Busiest Holiday Shopping Days by Retailer

Top Gainers by Key Shopping Days
Consumers’ retail preferences change based on time to Christmas.  Gainers in terms of relative in-store visits were incredibly diverse across a week in December (Super Saturday, Christmas Eve, and Day After Christmas).  Only American Eagle and Victoria’s Secret made the top five in these three days, while the rest of the retailers were unique.  American Eagle was also the highest ranked retailer for Black Friday.

Top Gaining Retailers by Holiday Shopping Day

Wireless Carrier Retail Market Share
With the carrier retail outlets, market share is always in flux where a few percentage points mean the difference between #1 and #2 in the market, or #3 and #4. This level of fluctuation highlights that there are opportunities to increase share in the market as well as identifying strong and weak players.

Wireless Carrier Store Market Share

Big Box Retailer Market Share

Big Box Retailer Market Share

Department Store Market Share

Department Store Market Share





Can Businesses Use Hyperlocal to Leverage Customers’ Politics?

There has been significant coverage about the differences in Democrats and Republicans, but to date there hasn’t been any analysis of real world activities associated with political affiliation.  Voting Democratic or Republican plays a part in which establishments we step foot in and which ones we don’t, from grocery stores to restaurants and from retailers to gas stations, presenting brands and candidates with very powerful insights into their constituents.


Whether you’re a political campaign strategist or a marketing manager for a brick-and-mortar retailer, understanding the offline behaviors of your audience provides rich insights to help you build a more complete profile of your audience, their preferences, and what this means to your organization.


For instance, political digital ad spend is expected to increase sixfold from 2008 to 2012.  In this most recent election cycle candidates started experimenting more with mobile to engage voters and potential converts. As the shift to smartphones continues, political dollars will move towards mobile and with that we will see the advancement in sophisticated mobile advertising campaigns that utilize mobile’s most unique and valuable trait — location. Utilizing this location and place insight, strategists can build location-based campaigns that target loyal party affiliates with “get out the vote” or “donate” messaging, or potential converts by targeting businesses that reach parity for Democrats and Republicans, and are likely to include a more moderate and potentially high-conversion visitor base.


On the flip side, businesses that better understand the political composition of their visitor base could anticipate and react more quickly to potential issues that result from partnerships with personalities that have a strong political leaning. For instance, the backlash resulting from Donald Trump’s tweets surrounding President Obama’s reelection resulted in more than 670k signatures on a petition to remove Trump’s product line from Macy’s. Utilizing this place data, Macy’s could quickly quantify that Democrats were 31% more likely to visit a Macy’s and that Trump’s comments against a Democratic President could potentially impact Macy’s brand perception across its most loyal customers.


In an effort to build an accurate “places profile” of today’s electorate, we analyzed the activities of opted-in panelists via their mobile device to determine the businesses whose customers lean left and those that lean right. This data is an aggregation of pilot participants of Placed Panels. Democratic and Republican affiliation was determined at the county level where Obama or Romney won by greater than a five percent margin.


Top Businesses for Democrats and Republicans


A look at the top places visited by Democrats and Republicans found some interesting insights into the political composition of many popular businesses:




  • Grocery Stores – Trader Joe’s: Democrats were nearly twice as likely to visit Trader Joe’s compared to the average U.S. citizen (index of 174). They were also more likely to visit Whole Foods (index of 139) and Safeway grocery stores (index of 134).
  • Restaurants – Dunkin’ Donuts: Democrats were 60 percent more likely to frequent Dunkin’ Donuts than the national average. They also displayed a higher tendency to visit Starbucks, White Castle, Popeye’s Chicken & Biscuits, Chipotle and Jamba Juice.
  • Retail — Macy’s: Democrats had the strongest skew towards shopping at Macy’s, with the Apple Store and CVS also skewing toward the left.



  • Gas Stations — Love’s Travel Stops: Republicans had a high tendency to visit travel centers and gas stations overall compared to the national average. People in Republican counties were 2X more likely to visit Love’s travel stops, Pilot Flying J travel centers and Sheetz.
  • Restaurants — Sonic Drive-In: Republicans were more than twice as likely to visit Sonic. Hooters, Whataburger, Hardee’s and Arby’s also skewed to the right.
  • Retail — Dollar General: Republicans were 2X more likely to visit Dollar General compared to the national average.

The impact of quantifying the physical world goes beyond politics.  For example, Placed quantified the effects of Hurricane Sandy on real-world behaviors taking assumptions and converted them into action able insights that could help governments, businesses, and organizations plan and react more efficiently to specific events like Hurricane Sandy.


Looking at location data helps turn what was once vague anecdotal assumptions into factual conclusions that have the potential to powerfully impact how we understand, predict, react, and change human behavior.


This article originally appeared on Street Fight.

Black Friday Retail Recap: This Year’s Winners Based on Real World Visits

The dust has settled on Black Friday and early reports are touting the record-breaking billions spent by consumers. But which retailers were the most successful at turning the Black Friday hype into a flood of in-store foot traffic?


In order to better understand how Black Friday retail fared this season, Placed took a look at shoppers’ behaviors utilizing our location analytics platform to determine this season’s early top gainers. This data is an aggregation of opt-in panelists from the Placed Panels pilot participants.


The study found some interesting, and rather surprising results:


  • American Eagle, Macy’s, Victoria’s Secret and J.C. Penney saw the largest increase of in-store visits on Black Friday compared to their November average. In-store foot traffic increased by a factor greater than 4X to these four retailers.
  • In the case of American Eagle, Placed was able to accurately quantify the influx of in-store traffic, projecting the retailer’s positive earnings announced nearly a week later, and beating analysts by at least a day.
  • Retailers that opened their doors on Thursday night, including Toys ‘R’ Us, Sears and Kmart, saw less relative growth in visitation on Black Friday compared to competitors that were closed on Thursday, as Thanksgiving Creep meant more dispersed in-store visitation across the two-day period.
  • Walmart and Target, which both opened their doors on Thanksgiving, saw gains with Black Friday, but not enough to crack the top 20.
  • Among other notable retailers, Best Buy saw Black Friday visits increase by nearly 3.5X while Dick’s Sporting Goods and Kohl’s all saw visits increase by more than 3.5X.
  • The Apple Store ranked 5th as highlighting strong demand for its products combined with rare discounts.

Although the online channel continues to grow its share of the retail transactions, offline sales still reign supreme driving more than $9 in every $10 retail dollars spent. With the lack of offline insights into shopping behaviors though, one would think the share of dollars was reversed between the offline and online worlds. Quantifying actual shopper foot traffic unlocks a wealth of insights into consumer behavior, retail market share, and competitive intelligence, providing the potential to significantly impact the bottom line for retailers not only during Black Friday and the holiday shopping season, but all year long.


This article originally appeared in Adotas.


Black Friday Retail Winners by Store Visits

Location Targeting: Perception and Reality

While there are a handful of companies close to realizing the potential of location-based targeting, as an overall industry there is a gap between perception and reality. Let’s use Jane as an example:


Jane walks by a Starbucks and receives a push notification­­­ for 10% off a drink order.   Jane then goes into the Starbucks and purchases a grande latte.  This is the perceived future of mobile advertising: to target a user in the real world to guide behavior. However, the reality of mobile ads looks a bit different today.


Perception: Jane walks by a Starbucks.
Reality: Jane walks within 100 meters of a Starbucks (length of a football field) and receives a notification of 10% off a drink order. Today’s location-based targeting is limited in the ability to precisely identify that Jane is walking by a Starbucks, rather the norm is to identify that Jane is within a few blocks of a Starbucks.


Perception: Jane receives a push notification for 10% off a drink order.
Reality: Jane needs to either (a) have opted in to receive push notifications from Starbucks or a Starbucks partner before walking by the store, or (b) be consuming mobile content that has the ability to target ads based on location in real time.


With (a), only a few companies have the ability to reach the Janes of the world at scale. With (b), real time bidding for mobile is limited by the reliability of cell network speeds. Akamai recently released a report that stated average ad load times of 12 seconds on mobile devices, which defeats the purpose of real time bidding (requires a decision to be made and an ad to be served in milliseconds).


Perception:  Jane goes into the Starbucks to purchase a grande latte.
Reality:  Prior to walking by the Starbucks, Jane walked by three other Starbucks.  It is of questionable value to attempt to convert Jane, if three other conversion opportunities failed.


Perception:  Jane was driven to the Starbucks by the push notification.
Reality:  Jane was planning on going to Starbucks; thus, the push notification unnecessarily provided a discount to an already loyal customer.


Jane and Starbucks highlight the difference between perception and reality when it comes to location-based ad targeting. This isn’t to say that perception won’t eventually be converted into reality, but to leverage location today, it requires taking a step back to evaluate what is technically possible at scale and the accompanying value proposition. Note that there are exceptions to parts of this example in the market today but they are limited.


Mobile Apps and Content

In the early days, online ad networks found they needed to sell the deliverability of today, rather than try to sell the promise of tomorrow. This meant not offering publisher-level transparency but packaging up sites into categories, optimizing campaigns by CTR versus waiting until third party ad serving became more widely available, and selling in-banner rich media, as expandable ads weren’t available at scale through all publishers. These ad networks understood there were dollars to be spent today and that selling the promise of tomorrow only delayed the distribution of ad dollars, and set the client up for disappointment due to unrealistic expectations.


By learning from the early lessons of online ad networks, mobile can start to bridge the gap in CPMs, where mobile inventory is priced at 20% of desktop inventory. The first step to realistically taking advantage of what makes mobile distinct — location — is to quantify this unique feature. Geotargeting by country, state, and city are available at scale with both mobile and desktop. The differentiator in mobile is the ability to close the last mile of location. Mobile has the potential to contextualize location to neighborhoods, categories of businesses, and individual storefronts. While location-based targeting may still have its challenges, an important starting point to unlocking its potential value is to understand the landscape of where users are currently consuming mobile content.


Understanding users’ proximity to restaurants, movie theaters, and grocery stores when consuming mobile content provides a baseline of place affinity. This baseline of places allows publishers to identify inventory available in proximity to a business or category of businesses. With this availability metric, publishers can start to package inventory based on affinities (similar to ad networks selling content categories) or explore opportunities for more advanced targeting. Referencing the early tactics from online ad networks, mobile publishers should be wary of starting with 1:1 targeting (ex. push notification within 10 meters of a Starbucks), as there are a number of inherent risks previously mentioned. Instead, they should take a crawl, walk, run approach when it comes to location-based targeting.


By understanding the current limitations of location targeting and working within the available technology stack, publishers and mobile ad networks can monetize location by packaging apps and mobile content based on place affinities.  This approach allows large marketers to shift dollars into mobile at scale by selling location at the aggregate app level versus selling at the user level.


Mobile Marketers

With online, almost all marketing efforts can be quantified. Banner ads use third party ad serving to measure impressions, clicks, and conversions.  Paid search is optimized by platforms that measure max bid, CPC, match type, inventory source, conversions, and return on ad spend.  In addition, social media, email, etc, all have become billion dollar categories because of their ability to quantify advertising efforts.


With mobile, that level of quantification is not yet available; until recently location measurement was limited to a count of users based on country, state, and city. Does this mean businesses should not commit dollars to mobile advertising? No. While there isn’t a level of quantification at a micro level matching that of banners or paid search, macro level opportunities exist.


Macro level measurement means understanding the activities of current and future customers in the physical world. This measurement is critical to establish a baseline of real world preferences for places, prior to exposure to location-based advertising. As location-based ad campaigns go live, marketers can analyze the change from the baseline to determine if the campaign was successful in changing behavior. It is important to work within the constraints of technology to move forward, rather than sitting on the sidelines waiting for all the stars to align.


While location-based advertising is still in its infancy, there are actionable steps that can and should be taken today by both publishers and marketers. These steps allow for the quantification and monetization of location-based targeting on available technologies. In order for the category to grow, publishers and marketers need to work from the technology available today to ensure that early adopters are able to achieve success and continue to invest in location, thus growing the entire ecosystem.


This article originally appeared in AdExchanger