Placed to Measure In-Store Mobile Impact

Location analytics specialist Placed has introduced a solution to measure the impact of mobile advertising on in-store visits.

Founded in 2011 and headquartered in Seattle, the firm develops software which measures, aggregates and analyzes the paths and places people visit in the real world, providing app developers with insights into how users interact with their products. In May, it introduced a solution called Placed Insights which measures the geographic locations visited by more than 70,000 panelists a day.

The new Placed Attribution tool references more than 100 million new items of location data each day across an opt-in panel, building a direct measure of off-line consumer behavior. Resulting reports are designed to provide a consistent set of metrics that quantify the impact of audience targeting and ad exposure in driving in-store visits. They also deliver analysis of the demographic and geographic characteristics of audiences exposed to impressions, and of those who went into a store.

Founder and CEO David Shim comments: 'Placed Attribution changes the way marketers perceive mobile, where the conversion is no longer just the click, it is a quantifiable store visit. By combining direct measurement with a 100% opt-in panel, Placed delivers an unprecedented view into the effectiveness of mobile advertising.'

Web site: www.placed.com .