Placed, Inc., an industry standard in attributing ad exposures to store visits, introduced TV measurement as a part of Placed Attribution. Partnering with Inscape and Kantar, Placed can measure ad exposures against 8 million-plus internet-connected VIZIO TVs that have been opted-into for viewing measurement. Utilizing automated content recognition (ACR) from Inscape and creative from Kantar, Placed is able to close the loop to store visitation across 354 million-plus location-enabled devices.
“Placed first introduced offline attribution for digital advertising in 2012, and today it is the most widely used solution in market,” says David Shim, founder and CEO at Placed. “In 2017, we expanded into omni-channel attribution and in 2018, we are bringing our expertise in offline attribution to a new area of television performance measurement.”
Placed Attribution for TV will launch with a free preview period from June 13 to June 29. This preview period, will give the public direct access to reports on ad impressions and store visits across 100 brands, 340-plus TV campaigns, on 100-plus networks.
“We’re skipping the crawl and walk stages of product adoption, and jumping right to run with this preview. With this approach, TV advertising can not only be attributable to store visits, but is open to the entire ecosystem,” says Shim.
In a first, Placed is establishing benchmark metrics on the impact of TV advertising on store visits based on $3.7 billion spend in media in Q1 2018:
Q1 Benchmarks
Restaurant Visit Metrics for quick-service TV Advertising
- Campaigns that Drive Incremental Guests (Lift): 38%
- Average % Lift: 12.2%
- Guest who view TV ads are 12.2% more likely to visit a QSR
- Average Cost Per Visit: $0.48
- Networks that Drive Incremental Guests:
- OWN +126%
- TV Land +121%
- Pop TV +107%
- ABC +59%
- Discovery Family +58%
- 35% of TV Campaigns Drive Incremental Visits to Businesses
Top Performing TV Networks (Incremental Foot Traffic): Food Network, Golf Channel, OWN, TV Land, NBC
Best Performing Day for Casual Dining: Saturday
Best Performing Day for Quick Service Restaurants: Wednesday
Peak Time to Store Visit:
- Restaurant: 6 days after Ad Exposure
- Telecom: 9 days after Ad Exposure
- Auto: 21 days after Ad Exposure
To access Placed Attribution for TV during the preview period is completed in 3 easy steps: 1. Create a free account 2. Confirm the account email 3. Login to access the TV reports online.
“Location-centric TV analytics are essential to true omni-channel measurement, and Placed is uniquely positioned to succeed based on its success in digital,” says Greg Hampton, VP of Business Development at Inscape. “The partnership between Placed and Inscape is good for the entire industry, because it makes in-store attribution as measurable for TV as it is for digital.”
