Placecast: Connect That I May See Thee

One of my favorite quotations is "Speak that I may see thee," which relates to our ability to know a great deal about someone by what they say, how they say it, and what they sound like.

The digital version of this is the idea behind Placecast, the place-based ad network of 1020, Inc. 1020: as in "what is your 1020 (location.) Get it?

Put simply, Placecast uses real time information about where you are to predict what you may want. Essentially its geotargeting on steroids, and it holds the potential to help a variety of different classes of business better pinpoint their messages based upon apertures of location, activities, time of day, and need needs at that very moment. They can also highly localize the message that gets delivered.

Hear President and CEO Anne Benzacon talk about what makes them different in this BROLL I found on YouTube:



As I understand the model, their focus is purely on place -- this is not a solution that requires billions of datapoints to bucketize consumers. Rather, it is the opposite -- the concept is that knowing essentially one data point -- where you are right at the instant of connection, can be of superior value. Presumably as well, at least in theory, ISPs could work with these folks while also working with the deep packet ISP targeting folks. Sort of the opportunity to have impression jump balls would be possible in this manner.But you get it, it's an ISP targeting play, though their focus on location may provide an alternative for ISPs to crank the ole ARPU without running into some of the Congressional googlies that have afflicted NebuAd.

This model would seem well suited for free WIFI access companies as well, since those companies obviously need a variety of rev streams. And indeed may be more willing to vend data than ISPs that rely on consumer good feeling like cable and DSL ISPs focused on homes and SOHO. FrontPorch has a nice and profitable business working with those lads, and isn't getting called to testify by the House Commerce Committee.

In fact, if Placecast sounds similar to Frontporch, you are partially correct, but FrontPorch is largely a data and insights play for WIFI and also does deep packet long term tracking, whereas Placecast is built around an ad network and real time place only.

Placecast identifies location for laptops, mobile, and GPS based devices.



So who is this for? Well, from the advertiser side, it could be particularly relevant to local and regional advertisers -- an example would be the tremendous value of placing ads on mobile phones while consumers traverse an auto show.

Another example: a person is in a mall on a Saturday in August: time to show some HP laptop ads for back to school.

That sort of targeting could be useful to pubs selling too much of their stuff as tonnage -- the CPMs form this sort of targeting precision must be far better than the LCD value of an impression!

But it surely isn't only a local ad play. In the same way that Centro has been able to attract major national advertisers (with both geotargeted and contextually targeted messages,) Placecast could well prove to be a similar business case, albeit with a focus for people on the go. Whereas I think the sweet sport for Centro is in strong volume plus contextual layering, Placecast seems suited especially for a class of trade like retail trying to get butts in seats or behind carts. But that of course isn't just a Mom and Pop need. I am guessing that there will be a bunch of retail SIC codes in their top 10 advertisers.

Regular readers to this blog will know I like Centro's model because of this dual ad class potential -- local plus national advertisers. Local media have enormous noticing value -- are by their very nature very lean forward. So may place based prove to be.

I would expect that the local sale for Placecast will be easy, whereas with the national they will need to overcome that tendency in many of us to immediately pigeonhole opportunities rather than exploring alternative uses. But hey, Search had that problem a few years back. And from what I understand Google and Yahoo have done OK with that. ;-)

I think planners would do well to consider how localized targeting can make a difference for them. And Placecast's model would appear to offer some intriguing possibilities.

Will it work for your brand? How the heck should I know. I don't know your brand. But I do think they are worth your consideration, particularly if they can deliver solid volumes in this precisely targeted environment. And particularly if your emphasis is on brick and mortar distribution.

Thanks for reading, and don't forget to write.