Placed Launches Out-Of-Home Attribution, Connecting Billboards to Store Visits
Posterscope, Rapport, Kinetic, Horizon Media, NCM, and Clear Channel Outdoor Americas Adopt Placed Attribution for OOH
SEATTLE, WA, February 3, 2016 - Placed, Inc., the leader in store attribution, announced the first of its kind attribution solution to connect out-of-home (OOH) advertising to store visitation utilizing Placed Attribution. In addition, Placed is introducing a patent pending approach to viewability that goes beyond proximity and takes into account angle, distance, and direction. The ability to not only measure proximity, but viewability, combined with the digital standard for ad to in-store, makes OOH on par with digital in terms of measurement and attribution.
On a daily basis, Placed measures over 600 million latitude and longitude pairs sourced from 1 in 300 adults in the US. This represents the largest audience in the world that has opted in to persistent location measurement. By combining first party location with directly measured sensors readings including accelerometer, gyroscope, and compass, Placed is able to deliver the most accurate solution in market to connect OOH exposure to store visitation.
“In the past 12 months we've seen a material uptick in advertisers asking us to extend Placed Attribution into OOH,” said David Shim, Founder and CEO at Placed. “OOH advertisers and media companies continue to push for measurement beyond proximity, and Placed Attribution delivers against that demand by introducing a viewability metric combined with ROI metrics including store visits, purchases, and revenue.”
With this launch, Placed Attribution delivers to advertisers an omnichannel currency to measure store visitation across mobile, desktop, and OOH. Launch partners include agencies Rapport, Horizon, Posterscope, and Kinetic along with media partners, Clear Channel Outdoor Americas and National CineMedia (NCM).
“At Kinetic we are continually evolving to ensure we deliver the most relevant connections with clear and measurable outcomes, which makes us excited to be working with Placed”. said David Krupp, CEO, U.S. at Kinetic Worldwide. “In order to advance the ability of brands to make powerful connections with people on the move, we are continually testing data and technology to better understand audience behavior and movement. Measurement of proximity, viewability, and attribution are key performance indicators Placed supports for tracking OOH effectiveness and the more data we can analyze the more targeted our clients will be in delivering the right messages in the right place and time to the most opportune audience.”
“Finding measurement solutions to quantify the real-world impact of billboard exposures is important to us,” said Jeff Tan, VP of Strategy at Posterscope USA. “We evaluated solutions in market and chose Placed as our preferred attribution partner based on their differentiated offering built on accuracy, privacy, and scale. In a recent campaign for a well-known global CPG, Placed was able to quantify brand awareness, favorability, and offline action to deliver metrics that make OOH a measureable and actionable medium for marketers.”
“Horizon Media engaged Placed to reimagine Placed Attribution, which measures digital ad exposures to in-store visitation, for our client's out-of-home (OOH) campaigns,” said Jill Nickerson, SVP, Director of OOH at Horizon Media. “With a currency that delivers attribution for both digital and OOH, Placed was able to measure double-digit cross campaign lift resulting in millions of incremental visits to our client's retail locations. With the addition of OOH, Placed Attribution is our preferred ad to in-store measurement solution across desktop, mobile, and now OOH.”
“As one of the earliest agency partners of Placed's, IPG Mediabrands and Rapport are excited to extend that relationship from digital into OOH,” said Michael Cooper, Global President and CEO at Rapport. “The ability to deliver to our clients and teams the ability to measure the offline impact of OOH media spend will change the way that the media is judged against other media channels.”
“NCM is the largest cinema network in the country. Our unique position is that we are a fully national sight-sound-and-motion video network with our ads consumed near retail locations - so it was critical for us to prove the impact that ads in our FirstLook pre-show had on store visits,” said Sunil Soman, Vice President, Strategic Insight and Analytics at NCM. “Placed worked with us to not only use direct measurement for theater visits, but also leveraged surveys to understand the movie viewed, enabling us to tie that back to ads served and ultimately to brick-and-mortar retail visits. With a recent national retail campaign for example, Placed was able to confirm that 17.2% of those exposed to the ad visited the retailer's physical location within 5 days.”
“Placed's solution has allowed Clear Channel Outdoor Americas to demonstrate the power of OOH advertising by measuring real-world consumer behavior,” said Andy Stevens, SVP Research and Insights at Clear Channel Outdoor Americas. “Placed can map OOH views to offline behavior, measured through store visits or brand surveys and we have already been able to show significant campaign ROI across multiple verticals. This partnership represents our continued commitment to making OOH more addressable and measurable through best-in-breed data providers.”
Placed is the leader in location-driven insights and ad intelligence. Measuring billions of locations across the world's largest opt-in location audience, Placed provides the most comprehensive understanding of consumers' offline behaviors. Connecting the physical and digital worlds, Placed is the industry standard currency for brands, agencies, and publishers to measure ad exposure to store visit, target location at scale, and deliver actionable insights into consumer behavior.
Founded in January 2011, Placed is headquartered in Seattle and is backed by Madrona Venture Group and Two Sigma Ventures.