Place attribution goes mainstream, as The planet pandora marks 400th campaign with the KPI

Pandora has been working with area analytics provider Placed (owned simply by Snap) over the last four years. Both have been measuring the offline effect and incremental visitation lift through Pandora campaigns in the fast-food, store and tourism verticals.   The planet pandora uses offline measurement to track the particular efficacy of campaigns in a multi-platform environment: mobile, desktop, smart loudspeaker and in-car audio.

In an statement Wednesday, the companies mentioned they had measured more than 400 promotions for more than 100 brands, traveling more than 60 million incremental off-line visits over the past four years. Even though Pandora uses other KPIs, with respect to the campaign, the company has increasingly considered offline metrics to prove worth to advertisers.

Pandora’ s Keri Degroote, head associated with Sales Research & Analytics, declared that the company has seen tremendous achievement using location analytics. She described that Pandora is beating Placed’ s industry benchmarks, often simply by 20 percent or more.

Degroote also indicated that will she’ s seen rising need among brands and advertisers pertaining to location analytics and offline dimension during the four years the company continues to be working with Placed. She told me that will “ every single big advertiser” within relevant categories is now looking for off-line attribution.

As lately as last year there was still plenty of education to be done about off-line measurement and its benefits. However this is something which brands are now requesting at the outset, reducing Degroote and her team from the challenge of educating them.

Degroote explained that the promotions using this research “ are upward double digits. ” In other words, these types of advertisers are investing more within Pandora campaigns after seeing real-life traffic and visitation results.

An example campaign discussed has been one for retailer Lane Bryant . The particular campaign was run over the holiday purchasing season last year and sought to achieve the company’ s core market (women size 14 to 28). It used a mixture of audio plus display ad creative on The planet pandora, targeted to a custom audience portion.

Pandora was able to display the retailer it drove the 17 percent lift in store trips, which was higher than the overall Placed store benchmark of 7 percent. Degroote added that location analytics will also be helping the company optimize ad innovative for customers.

Another advantage of location analytics in the fast-food category, one of Pandora’ s 3 offline-measurement verticals, is that it can show advertisement effectiveness in an industry where money is still heavily used and charge card data doesn’ t tell the entire consumer story.

Along with Placed, there are a large number of other place data providers and vendors on the market. All of them are not identical and place analytics are not without challenges, specifically regarding accuracy and data openness. The quality of location data for concentrating on and analytics can vary widely, that is something advertisers need to better realize and where more education is required.

[This article originally appeared on MarTech Today.]


About The Author

Greg Sterling is a Contributing Editor at Internet search engine Land. He writes a personal weblog, Screenwerk , about connecting the dots between digital media and real-life consumer behavior. He is also VP of Strategy and Insights for that Local Search Association. Follow your pet on Tweets or find your pet at Google+ .

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