Placed.com offers a very interesting and unique service for advertisers and publishers looking to get into the mobile marketing space. It provides a clean-cut set of location-based data that provides actionable insights to their clients. According to Placed.com, “measuring location accurately is a complex undertaking, resulting in an error rate of 90% or higher when simply using proximity to pinpoint place.” Despite the inherent difficulties of location measuring, Placed has (to date) been able to measure “over 70 million locations a day across more than 70,000 opted-in U.S. smartphone panelists” which provides them with a much better, more accurate understanding of mobile users’ physical tendencies and shopping habits.
Here to tell us a little more about the company’s services and how it works is Eric Warddrip, Director of Sales at Placed.com.
By: Eric Warddrip, Director of Sales, Placed.com
If you want to target mobile users and really understand their shopping habits, you need to know exactly where they go physically—knowing what stores consumers walk into can really help you to create more targeted ad campaigns. For example, if you have a website with a “win an iPod contest” and you want to know if you should target those registrants with a “win a Macy’s card” or a “win a Starbucks card,” then knowing their physical shopping habits can really help—Placed.com provides this type of data to brands.
Placed.com has a research panel of 70,000 people and a lot of affiliate apps that track where their users are at any given time, rewarding them for selling their personal data. Although this may sound a little suspicious, I am sure that institutions including Facebook and the CIA are also using similar data collection techniques. They use this data like cookie data to track where people go in the physical, offline world. This type of data allows companies to gain extra insight into user behavior across the country and help advertisers make better informed decisions about where to (geographically) bid for traffic.
This type of date is going to become increasingly important in the digital and performance marketing worlds—turning offline purchases into online traffic and making connections between trends in both places is going to be worth big revenue.
As an app developer, installing Placed.com’s technology can tell you where specific users are and allow you to show them relevant ads specific to their location. It can also tell you if it’s worth upgrading the app to have location-based features in the app that would enable greater monetization. For example, do your users use you app on the move, at home or which in stores?
For more information on location analysis, Placed.com’s software or services, visit their website at http://www.placed.com.
Murray Newlands is an online marketing industry veteran, and the founder of TheMail.