Placed expands location analytics, taps Razorfish exec Jeff Lanctot as advisor

Placed, the Seattle startup that tells companies whether their customers are more likely to be engaging with mobile applications near a Starbucks or a Dunkin Donuts, or an L.A. Fitness or Bally’s, has expanded its offering beyond Android and iOS to include the mobile Web. The company also named Jeff Lanctot, the global chief marketing officer at Razorfish, to its advisory board.

“As mobile becomes a primary medium for content consumption, Placed is establishing itself as the clear leader in measurement of the physical world,” said Lanctot in statement. “Quantifying the places people are at when visiting a website or using an app will be a key driver in shifting ad dollars to mobile.”

We wrote about Placed back in June, with CEO David Shim telling us at the time that the service allowed app developers to see where people are consuming content. Now, with the addition of the mobile Web, Shim said that they can provide more insights to customers.

The top five retail establishments across the first billion measured locations on Placed.

The company’s analytics tools has already been used to measure more than one billion locations since its June launch, providing some interesting insights into mobile usage patterns. For example, a mobile Web site that used Placed determined that 10.6 percent of its site visits occurred near businesses that were categorized as banking, while 8.5 percent occurred near a Starbucks.

Having that insight allows companies to target advertising or features to what’s nearby.

Placed raised $3.4 million from Madrona Venture Group and others in March.