Snap acquires Placed to better measure in-app ads to in-store sales
Placed is able to attribute brand’s digital, TV and out-of-home campaigns to store visits and in-store sales.
Tim Peterson on June 5, 2017 at 9:10 pm
Snapchat’s parent company, Snap, has acquired location analytics firm Placed, a company spokesperson said on Monday, confirming a GeekWire report published earlier in the day.
The spokesperson declined to say how much Snap paid for Placed — Bloomberg reported the price to be $125 million — but it’s easy to see how buying Placed — which measures store visits and offline revenue generated by digital, TV and out-of-home ads — could pay off for Snap.
Advertisers like Procter & Gamble and Unilever are pressuring digital ad sellers like Google, Facebook and Snapchat to prove that the money brands spend on ads results in people spending money on the brands’ products. As a result, Google, Facebook and Snapchat have stepped up their measurement capabilities, especially when it comes to measuring if a digital ad led to a real-world purchase. .... "
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