New Measurement KPI Available for Advertisers
Captivate, North America’s leading location-based digital video network, has formed a strategic partnership with Placed, Inc., the leader in ad-to-store attribution, to connect office elevator and lobby screen exposure to store visits throughout the workday.
Professionals are increasingly making purchase decisions during working hours, creating opportunities for B2B and B2C marketers to influence behavior. This alliance provides advertisers with an effective tool to measure the offline activity of at-work consumers, during the point of consideration and conversion. Through double opt-in location data, Placed indexes the real-world paths and behaviors of business professionals in Captivate’s class A office buildings. Captivate’s advertising partners will now be able to measure the impact of business outcomes, related to foot traffic and store visitation.
“Location visit measurement has arrived as a new KPI for our advertisers,” said Marc Kidd, Chief Executive Officer at Captivate. “Captivate reaches consumers at a natural pause point in their day when they are not bombarded by other media, so it is a natural fit to partner with Placed to measure the effect of our high impact media on consumer behavior. We are excited about the potential this has for our retail, QSR, auto and CPG partners and are pleased to be working with one of the leaders in location visit measurement.”
“Placed is excited to be partnering with Captivate to measure the impact of advertising in the office to store visitation,” said David Shim, Founder and Chief Executive Officer at Placed. “Office elevators and lobby screens represent the first and last ad impression when going in and out of work. In working with Placed, Captivate and its advertisers are able to quantify the value of that first and last office impression in driving store visits and purchases.”
This innovative technology has piqued the interest of advertising partners and Captivate has already activated this measurement extension for select clients.
“As the worlds of mobile and digital out-of-home continue to converge, it is encouraging to see how Captivate is expanding its ecosystem to provide additional real-world attribution for their clients,” said Warren Zenna, Executive Vice President and Managing Director at Mobext. “Foot traffic measurement is especially valuable to Captivate’s clients who have physical locations in the retail, dining and auto categories. I look forward to seeing this partnership develop.”
Known for its vast network of 12,000 elevator and lobby displays located in 1,800 premier office buildings across North America, Captivate Network connects advertisers with 12 million unique monthly viewers through creative, research-driven and Nielsen-measured advertising and marketing programs. By engaging its viewers with timely news and actionable information that helps balance the personal and professional demands of the workday, Captivate provides advertisers with a highly desirable and difficult-to-reach audience of affluent and influential business professionals. Founded in 1997, Captivate is owned by Generation Partners and Gannett. For more information, please visit www.captivate.com.
About Placed Inc.
Placed Inc. 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.