January 20, 2012
Text Tops Smartphone Usage, While Check-Ins Decline
Insight Express released the latest update to its quarterly Digital Consumer Portrait which reveals some very interesting observations on the mobile behavior of mainstream smartphone users. As Kathryn Koegel pointed out in her AdAge column yesterday, “…there is an overwhelming counter-intuitive trend emerging from the data: some advanced mobile behaviors are not on an ever-increasing trajectory.” Specifically, that text continues to top the charts for usage, while novelty behavior like check-ins are in decline.
This insight showcases one of the fundamental principles of marketing: selling to mainstream consumers based on the way they behave is always easier than trying to get them to act in a new way. Two years ago we saw the same phenomenon when we launched ShopAlerts – captured in our research and interviews with consumers at the time. ShopAlerts actually launched as an app on a smartphone. While we saw dramatic performance from people visiting stores and making purchases, and brands loved it, we also learned that most mainstream consumers just wanted to get an alert when there was something for them nearby. Brands needed the reach of any phone in order to get millions of users, and they wanted their message to break through the clutter to reach their loyalists when they are near a store and in a mindset to make a purchase. This lead us away from the app and towards text as a great way to alert a customer. Over 130 brands later and millions of active consumers in our programs, text plus location still ranks highest among the consumers in our programs as the mechanism for alerting them to a nearby offer.
January 12, 2012
Hyperlocal Becoming a Reality
Hyperlocal is defined by place and time – and these same factors are the key to relevance for much of the mobile experience. When it comes to content and marketing on the mobile phone, where someone is and when they are there is highly predictive of what a consumer will be interested in. Now with the advent of opt-in geofences and other location-based techniques, merchants can deliver hyper-relevant marketing tailored to an individual in real time within a neighborhood or even a few blocks, not just at the metro level. For local businesses, this means that they finally have a method for reaching consumers nearby who are in a mindset to make a purchase.
Mashable today covers this trend and mentions ValueText, the program that Placecast and DDR are doing to enable local merchants and national brands to deliver offers to consumers when they enter a shopping center. You can read the full story here: http://mashable.com/2012/01/12/solomo-hyperlocal-search/
December 6, 2011
Placecast and DDR Launch ValuText Alerts
DDR (NYSE: DDR) announced the launch of ValuText, a location-based mobile marketing service. Consumers who visit shopping centers owned by DDR will receive text messages offering deals from any one of the hundreds of retailers in each of those malls. ValuText is the brainchild of Denver-based Cohn Marketing and is a unique program that couples physical retail assets with state-of-the-art, location-based mobile marketing. Placecast’s technology platform powers the program, which sends offers to opted-in shoppers once they are located within geofences around the shopping centers.
Video showing how ValuText works: http://www.youtube.com/watch?v=zsxqhAkRmf4
Read more about the program in The New York Times: http://mediadecoder.blogs.nytimes.com/2011/12/04/text-messages-to-woo-patrons/?ref=media
November 29, 2011
Placecast Expands Partnership with Telefonica’s O2 to Ireland
Through a partnership with Placecast, O2 has become the first operator in Ireland to offer large-scale location-based mobile marketing services. The service enables brands to deliver relevant promotional text and picture messages to opted-in consumers in a more targeted, engaging, and effective way than ever before. O2 is using Placecast’s ShopAlerts platform to reach their subscribers. More than 6 million subscribers are already actively using the O2 program in the UK.
This program is testament to the forward-thinking and innovative approach that O2 and Telefonica are pursuing in digital media. Placecast is pleased to be partnering with them to bring location-based mobile marketing to Ireland.
You can read more about this program here: http://bit.ly/rVoJFr
September 28, 2011
Placecast Nabs Win at First Ever AdAge Brand Hack in San Francisco
Last week AdAge hosted its first-ever “brand hack”, and San Francisco-based startup Placecast tied for the win in the mobile competition. With six startups vying for a prize from the Ignited agency, Placecast tied for top honors with Dwolla. Other competitors were Sonar, Goldrun, Banjo and Stampt. The win for Placecast cements the company’s position as a leader in location-based mobile marketing.
The brand hack was part of Ad Age Digital West, a one-day event in San Francisco. The point of the hack was to introduce startups to brand marketers and CMOs. According to AdAge, the winner of the mobile hack “will have the opportunity to work with digital agency Ignited to bring its technology to brands.”
Each startup had five minutes to make a presentation in front of Ellen Pao, a partner at Kleiner Perkins Caufield & Byers; Kunur Patel, AdAge mobile reporter; Michael Morris, Senior Manager of Global Business & Market Development at American Express; and Eric Johnson, President & Founder of Ignited, a Los Angeles based marketing innovations agency. Each presentation was followed with five minutes of Q&A with the panel of judges. The winner of the mobile hack receives a deal with Ignited, whose clients include the U.S. Army, Sony, NBC Universal, Princess Cruises, and Jose Cuervo.
Blair Swedeen, Senior VP at Placecast, centered his presentation on Placecast’s ShopAlerts platform, a leading location-based mobile marketing platform that is currently licensed to AT&T in the United States and O2 in the UK. Over fifty brands are currently running ShopAlerts programs, including Starbucks, L’Oreal, Kmart, HP, JetBlue, White House Black Market, and The North Face.
ShopAlerts is a B2B solution that brands and carriers offer for both acquisition and retention. Consumers must go through a double opt-in in order to be part of any ShopAlerts program. Placecast creates geofences around selected physical locations – stores, parks, event venues, etc. – and when a consumer enters a geofenced area, a ShopAlerts message is sent via SMS (text message) or MMS (picture message) to his or her mobile phone. ShopAlerts may also be integrated into any mobile app, with push alerts sent to consumers based on their location.
Ignited describes what marketing innovation means to them: “That’s the thing about innovation. It’s unknown. Unprecedented. And it tends to make people a little uncomfortable. But there’s no such thing as playing it safe anymore. You could even argue that safe is the new risky. These days, you have to be agile. Responsive. Willing to experiment, evaluate, optimize and reinvent.”
Placecast certainly has experience in innovation; the ShopAlerts platform has swept awards since its launch 2.5 years ago – the National Retail Federation RACie Award for Innovation, Webby Award honors, CTIA eTech honoree, and others.
“We were thrilled that AdAge selected us to be part of the competition, and then being chosen by Ignited as one of the winners truly validated our work around location-based services. We can’t wait to start working with Eric on some cutting-edge campaigns,” says Swedeen.
September 13, 2011
Anne Bezancon’s op-ed about “Identity Property” in Forbes today
Anne Bezancon, Placecast’s founder, shares thoughts on geolocation privacy controls and regulation, and the use of personal information in location-based services
Read the full piece here:
The Net As A Human Right; Claiming Our ‘Identity Property’
August 23, 2011
Placecast Launches Location-Based Push Notifications – A New Feature to Help Retailers Drive Engagement with Apps
Yesterday we announced that our ShopAlerts platform can now be integrated with any smartphone app to offer shoppers location-based push notifications when a consumer is near a store and the app is not on. ShopAlerts is a service that delivers real-time notifications based on geofences about deals, offers, and events in the shopper’s immediate area to any phone. With the new feature, retailers deploying apps can encourage consumers to use their app, visit a nearby store or event, and generate higher engagement around offers and specials – bringing consumers “back to the app”.
This continues to reinforce a key element of our value proposition – ShopAlerts as an automated, intelligent program that works on any phone and that consumers see as a valuable service. Now any retailer that has an app strategy can take advantage of ShopAlerts on any phone and also extend the reach and engagement of their app.
You can read more about this new feature here: http://techcrunch.com/2011/08/22/placecast-brings-location-based-shopping-alerts-to-smartphone-apps/
July 21, 2011
ShopAlerts Self-Service Launches Today Enabling Marketers to Create, Deliver, and Track Redemptions of Geofence Mobile Marketing Promotions
Today we announced the release of ShopAlerts Self-Service, a simple tool that can be deployed by our partners and used by any business – from sole proprietors to large retail chains – to create and run their own ShopAlerts programs. Building on all our experience running ShopAlerts programs for the past two years, we’ve simplified the management of campaigns so that programs can be up and running quickly and easily with this new tool. From uploading locations to creating geofences and monitoring reports in the dashboard, ShopAlerts self-service makes it easy to run a location-based mobile marketing program.
You can read more about the offering here http://tcrn.ch/ptzu9Z and watch a demo video of the new UI here http://www.youtube.com/watch?v=-3bEV9og3HA
June 3, 2011
Placecast selected as one of OnMobile’s Top 100 Private Companies
AlwaysOn recently announced their selections for the 100 top private companies that are creating a compelling, connected, and exciting mobile world. Placecast was selected as one of the Top 100, in the category of Mobile Advertising.
Placecast was selected by the AlwaysOn editorial team, along with partners at Morgan Stanley, DCM, KPMG, Hewlett-Packard, Blackstone Group, Bridge Bank, Norwest Venture Partners, Fenwick & West, Silicon Valley Bank, and industry experts. OnMobile selected private companies that are pushing aggressively into the mobile space and turning the mobile phone into a must-have connected device as well as creating solutions that will open up the industry and lead to huge value-creation opportunities.
Placecast CEO Alistair Goodman will represent the company at OnMobile’s Mobile Venture Summit in Redwood City and will speak on a mobile advertising panel on June 15th.
June 2, 2011
Placecast’s Innovation Recognized by Forrester Research
Today Placecast got a mention for innovation in location-based services by Forrester analyst Thomas Husson. On the Forrester blog, Husson wrote an article titled ‘Mobile Is Bridging The Digital And Physical Worlds: It Is Time To Invent New Product And Services’ and noted Placecast’s relationships with operators, which bring location-based mobile ads to a mass audience. Husson writes, “There are plenty of new opportunities opening up when you center your approach around the notion of context, trying to invent new product and services that will tie together places, brands, and consumers… Thanks to interesting technologies and platforms such as Placecast, operators too are joining proximity marketing.” This convergence is central to our mission, and we look forward to further Forrester research in the area of LBS.
