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Target Audiences with Addressable Geofencing Campaigns
Target Marketing with Addressable Geofencing Campaigns
Aim for specific businesses and households. Upload the addresses. Serve ads through multichannel platforms with addressable geofencing!
How do Addressable Geofencing Campaigns work?
It is a new, powerful marketing strategy that accurately targets specific households and businesses with targeted display advertising.
Addressable Geofencing is a type of location-based target marketing that can be a turning point in your business.
You can use geofencing ad targeting both as a stand-alone tactic and to improve the results of addressable TV campaigns, direct mail campaigns, and other marketing efforts that target specific households. By extending the reach, improving the frequency, and providing foot traffic attribution, Addressable Geofencing makes all household targeting efforts more effective.
With Addressable Geofencing campaigns, advertisers upload up to 1 million street addresses. Those street addresses are then automatically converted into geo-fences that conform to the plat lines of each address.
What Can Addressable Geofencing do for your business?
- Send customized targeted display ads and messages, depending on consumer data.
- Improve accuracy of targeting with demographic overlays, customer behavioral patterns, etc.
- Achieves results with real-time data.
Then, devices seen within those plat lines are targeted with mobile, video, and/or OTT/CTV ads. As mentioned, additional demographic overlays can be applied to define your target audience.
Some Advantages of Addressable
Geofencing Campaigns Include:
Precision
Targeting is based on plat line data from property tax and public land surveying information to maximize the precision of addresses being targeted.
Reach
Over IP-based solutions, which are being limited due to truncation of IP addresses in programmatic advertising.
Granular Reporting
Report and break down campaign performance by ZIP+4 level.
Foot Traffic Attribution
Conversion Zones can be used with addressable Geo-Fencing campaigns to track uplift in foot traffic to the advertiser’s location.
Cross-Device
Targets all individuals at the address on multiple devices. This enables targeting of devices for up to 30 days after they have left address.
Scalability
Up to 1 million physical addresses can be targeted per campaign.
Effectiveness
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
Personalize advertising creativity based on address-level intelligence.
Onboard Offline Data
Effectively and efficiently onboard offline data. Create granular audiences from CRM systems and other offline databases (e.g., automotive lease renewals, households using the internet but not video/cable, etc.).
Daily Updates
Audiences are cosistenly updated daily.
Geofencing Campaigns are now being Applied to these Industries
Automotive
EXAMPLE: A local auto dealership is interested in targeting addresses that are due for an upcoming lease renewal.
Each physical address that is on their lease renewal list is served with targeted display ads promoting special offers.
Cable/Internet
EXAMPLE: 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 physical address that is a cable subscriber but not an internet subscriber is served ads promoting special offers about their internet services.
Real Estate
EXAMPLE: Real estate agents are outlining their farms with ads for homeowners in their designated area. Additionally, agents are geofencing open houses to serve ads to individuals looking at houses for sale.
Restaurants
EXAMPLE: A local franchise quick-service restaurant is interested in pushing out a promotion to surrounding neighborhoods.
Each physical address on their marketing list is served with targeted display ads promoting special offers.
Direct Mail
EXAMPLE: A direct mail company wants to support a direct mail campaign with targeted display ads.
The company uses the same address-level data to reach web-connected devices that reside within the residence or business through video, OTT/CTV, display, and native. Further, visitation rates of targeted addresses to advertiser physical locations can be measured to validate total campaign impact on foot traffic.
Healthcare
EXAMPLE: A local dentist’s office is interested in pushing a promotion to current patients about their new teeth whitening services.
Each physical address on their marketing list is served with targeted display ads promoting special offers about their services.
Other industries that can benefit from Geofencing Advertising:
Extended Reach
Improved Frequency
Enhanced Targeting
Utility Providers
Cable, Internet, Electric, etc.
Charities
Fundraising, Event Awareness, etc.
Politics
Political Parties, Campaign Awareness, etc.
Addressable Geofencing Applications
Addressable geofencing is a location-based marketing and advertising strategy that leverages geofencing technology to deliver personalized and targeted content to individuals within specific geographic areas. This approach has various uses and applications across different industries. Here are some common use cases for addressable geofencing:
- Location-Based Promotions: Retailers and local businesses can send special offers, discounts, or promotions to potential customers when they enter a defined geographic area, such as a shopping mall or a specific store’s vicinity.
- Foot Traffic Analysis: Retailers can track foot traffic patterns and customer behavior within their stores and make data-driven decisions to optimize store layouts and product placements.
- Geotargeted Ads: Restaurants can send targeted ads or promotions to potential diners in their delivery radius, encouraging them to order food online or dine in.
- Event Reminders: Event organizers can send reminders or updates to attendees when they enter the event location or its vicinity.
- Promotional Offers: They can also promote merchandise, concessions, or special deals during the event.
- Property Listings: Real estate agents can send property listings, virtual tours, and contact information to potential buyers or renters when they are near a property of interest.
- Promotions and Test Drives: Dealerships can target potential customers with promotions and offers when they visit their competitors or a location with a high likelihood of vehicle shopping.
- Tourist Information: Tourism boards or businesses can provide tourists with information about nearby attractions, restaurants, and activities as they explore a new area.
- Hotel and Accommodation
- Promotions: Hotels can offer special rates or promotions to travelers in the vicinity of their establishments.
- Emergency Alerts: Authorities can send emergency alerts or notifications to residents in specific geographic areas during natural disasters or other critical events.
- Donation Campaigns: Nonprofits can send location-specific messages to potential donors attending events or fundraisers.
- Promotions for Passengers: Ride-sharing companies can offer discounts or promotions to passengers as they approach popular pickup locations or event venues.
- Campus Alerts: Educational institutions can send campus-wide alerts or updates to students and staff when they are on or near the campus.
- Appointment Reminders: Healthcare providers can send appointment reminders or health tips to patients when they are near a clinic or hospital.
Addressable geofencing relies on GPS, Wi-Fi, or cellular data to determine a user’s location and trigger the delivery of relevant content or notifications. It can be a powerful tool for businesses and organizations to engage with their target audience in a contextually relevant and timely manner. However, it’s essential to use this technology responsibly and respect user privacy by obtaining proper consent and adhering to relevant data protection regulations.