Placed adds support for mobile websites, adds marketing exec Jeff Lanctot to board

Mobile location analytics provider Placed is expanding its product suite. As of today, the Seattle-based company’s free Placed Analytics service works with dedicated mobile sites as well as native iOS and Android apps.

According to Placed, the move helps mobile website understand what real-world locations their visitors are near while they’re browsing a site. It also allows developers who have chosen to develop HTML5 websites instead of apps to receive the same level of insight already available to native app developers — something that can reveal surprising results. During the new service’s testing phase, the owners of one mobile website found that more than 10 percent of its visits occurred near banks, and 8.5 percent of visits happened near a Starbucks. This information can then be used to determine the best strategies for advertising, content, features and promotions.

As part of today’s announcement, Placed also revealed that Jeff Lanctot, the global chief media officer of interactive marketing agency Razorfish has joined its advisory board. Lanctot’s experience will help Placed solidify its leadership role in mobile analytics, according to Placed CEO David Shim, and considering Placed’s long-term monetization goals aren’t to provide location-based advertising, but to help make it more effective and better targeted, the appointment is a natural fit. Lanctot is also a member of Shopigniter, Tapjoy and Mixpo’s advisory boards.

Placed is backed by $3.4 million in Series A funding from the Madrona Venture group. Since starting the free, public beta of its Placed Analytics service in June, the company has tracked more than 1 billion pieces of user-generated location data.