If you are looking for a way to engage customers while they are at a specific place or after they have left a specific place, consider Location Based Marketing: Geo-fencing and Addressable geo-fencing.
Geo-fencing is the use of GPS or RFID (Radio-frequency Identification) technology to create a virtual geographic boundary for ad targeting. The software will trigger a response when a mobile device enters a specific/targeted area or within 30 days of leaving the targeted are or geo zone. Any address that can be mapped by Google maps is able to be geo-fenced. Businesses can section off a geographic area and communicate with devices within that space. Geo-fencing is a way to engage consumers based on hyper-local location, thereby triggering immediate sales as well as gaining a better understanding of customer behavior.
Examples:
A retail store could geo-fence an area surrounding its physical location. When potential customers pass through, a location-triggered alert or deal is delivered to their mobile device making them considerably more likely to stop in and shop.
There is also a competitive advantage. For example, an auto dealer could geo-fence a rival dealership aimed at targeting individuals who are leaving after browsing for a vehicle. Hitting them with a special offer for financing at that moment is more likely to make them come comparison shop.
Geo-fencing an event during a specific time & location such as trade shows and expos. Reach attendees onsite and promote your booth, product or service.
In most campaigns a conversion zone is also fenced. We’ll perform post analysis to measure the added lift accomplished because of the ads served. Conversions will be measured (into a brick-and-mortar store, for example) to two separate groups: prospects that were served ads and those that were not.
Addressable geo-fencing is the ability to geo-target based on the postal addresses found in 1st & 3rd party data. This is accomplished by drawing a polygon around the postal address (5 to 15-meter accuracy) and with ad targeting to the devices within the zone.
HOW IT WORKS:
1. Physical addresses which an advertiser wants to target are uploaded into platform.
2. The addresses are then matched against plat line data to collect the exact physical location, size and shape of the individually matched addresses.
3. The system then geo-fences each matched address to collect and target users specific only to that distinct address location. If desired, desktop, laptop, and OTT/CTV devices are also targeted through cross device graph.
4. Audiences at every single address are updated on a daily basis.
Within the programmatic platform, lists of addresses are easily onboarded, matched and scrubbed of any personally identifiable information so that there is no risk of breach in privacy.
Examples:
A direct mail company wants to advertise digitally to the same audiences that they are sending direct mail pieces. The company can use same address level data to reach web connected devices that reside within the residence or business through video, OTT/ CTV, display and native.
A cable company that provides residential cable and internet services is interested in targeting addresses that are current cable subscribers, but not internet subscribers. The company could geo-fence each physical address that is not an internet subscriber and serve them ads promoting special offers about
their internet services.
BENEFITS:
Highly precise.Targeting is based off of plat line data from property tax and public land surveying information to maximize precision of addresses being targeted.
• Highly scalable. Up to 1 million physical addresses can be targeted per campaign.
• Improved reachover IP-based solutions, which are being limited due to truncation of IP addresses in programmatic advertising.
• Provides foot traffic attribution. Conversion Zones can be used with addressable Geo-Fencing campaigns to track uplift in foot traffic to the advertiser’s location.
• Improves performance of addressable TV, direct mail, and other campaigns that target specific households by extending their reach, improving their frequency, and providing attribution.
• Personalize creative based on address level intelligence.
• Granular reporting. Report and break down campaign performance by ZIP+4 level.
• Cross Device. Targets all individuals at the address on multiple devices by leveraging crossdevice
graph, and enables targeting of devices for up to 30 days after they have left address.
• Effectively and efficiently on-board offline data. Create granular audiences from CRM systems and
other offline databases (e.g., automotive lease renewals, households using internet but not video/cable, etc.).
• Audiences are updated on a daily basis.
This technology allows advertisers to get their brand in front of qualified audiences, by serving mobile ads and with precision. Give us a $1k+ test budget and let us introduce you to the next generation of digital marketing!
IDEAL CLIENTS:
Any business that has access to physical address lists where address-level targeting is valuable, such as:
• Utility Providers – Cable, Internet, Electric, etc.
• Auto Industry – Car Dealerships, Auto Services, etc.
• Real Estate – Brokers, Agents, etc.
• Restaurants – Fast Food Restaurants, QSR, etc.
• Charities – Fundraising, Event Awareness, etc.
• Healthcare – Dentists, Physicians, Veterinarians, etc.
• Politics – Political Parties, Campaign Awareness, etc.
• Financial Services – Banks, Credit Card Companies, Financial Planning, etc.
• Direct Mail Companies – Catalog, Post Card, All-In-One, Standard etc.
• And more.
