IPG Media Lab to Lead Strategic Partnership With Placed to Measure the Offline Impact of Mobile Advertising
New York, NY - September 4, 2014 - Interpublic Group (NYSE: IPG) and Placed announced today that they have entered into a strategic partnership, which includes an investment by the global marketing company in Placed. Placed is the leader in mobile attribution, measuring the impact of mobile advertisements on in-store visits. IPG Media Lab, a division of IPG Mediabrands, will oversee the company's relationship with Placed, which includes introducing marketers from across the IPG network to Placed's first-in-kind services. Three strategic non-equity partners were also announced today that will help continue Placed's push to standardize mobile attribution, including: Collective, dstillery and SessionM. Terms of the deal were not disclosed.
Placed has pioneered three leading services for brands and marketers: location-driven insights, targeting and attribution. All three services are driven by the largest opt-in consumer location panel in North America, measuring the location of nearly a quarter of a million devices daily as consumers visit brick-and-mortar stores. The company's research enables agencies and brands to better understand customer traffic patterns influenced by mobile ads, and to tailor relevant communications accordingly. Placed Targeting allows agencies and brands to customize their mobile advertising investment using geographic, behavioral and demographic information. Placed Attribution provides an unbiased and independent currency to marketers, measuring store lift as a post-analysis of their media buy across the largest mobile publishers and networks in the US. The Placed panel is a fully-opt in consumer program with a clear value exchange with its participants.
"IPG is committed to investing in and working with companies that are changing our industry and making our clients and agencies smarter, allowing them to make more informed decisions as new platforms and tools emerge, especially in the mobile environment. Placed is at the forefront of leveraging data to help our agencies see where we're moving the needle on a client's business," commented Michael I. Roth, Chairman and CEO of Interpublic. "Our partnership with Placed is another example of our commitment to delivering the full promise of attribution and automation to our clients."
"Mobile spend is the fastest growing media category," commented Chad Stoller, Managing Partner, IPG Media Lab. "Placed allows our network to easily and confidently measure attribution and provides marketers with valuable, actionable data to help shape mobile spend."
"Placed's approach to mobile attribution is clearly resonating with advertisers and brands. As the mobile advertising market picks ups, reliable unbiased measurement of success is crucial to continued growth and meaningful impact," said David Shim, Founder and CEO of Placed. "It's important for us to align with companies like IPG, along with new partners Collective, dstillery and SessionM that are equally invested in innovation that strategically drive their clients' businesses forward by providing answers that directly impact how, when and who is served an ad on a mobile device."
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Interpublic is one of the world's leading organizations of advertising agencies and marketing services companies. Major global brands include BPN, FCB (Foote, Cone & Belding), FutureBrand, Golin, Huge, Initiative, Jack Morton Worldwide, Lowe and Partners, MAGNA GLOBAL, McCann, Momentum, MRM//McCann, Octagon, R/GA, UM and Weber Shandwick. Leading domestic brands include Campbell Mithun, Carmichael Lynch, Deutsch, Gotham Inc., Hill Holliday, ID Media, Lowe Campbell Ewald, Mullen and The Martin Agency. For more information, please visit www.interpublic.com.
About the IPG Media Lab
The IPG Media Lab is equal parts think tank, real-world proving ground, and change enabler. We provide agencies and clients with the power to harness emerging media by offering facilities, expertise, and resources specifically tailored to rigorously testing emerging media and marketing techniques, driving quantifiable outcomes, learnings and strategies. The IPG Media Lab is part of IPG Mediabrands, the media innovation and investment arm of IPG. For more information please visit www.ipglab.com or follow @ipglab.
Placed, http://www.placed.com, is the leader in location-driven insights and mobile ad intelligence. Measuring billions of locations across the world's largest opt-in mobile location panel, Placed provides the most complete understanding of consumers' offline behaviors. Connecting the physical and digital worlds, Placed gives brands, agencies, publishers and ad networks the ability to target location at scale, measure the offline impact of mobile ads, 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.
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