A New and Powerful Marketing Strategy That Accurately Targets Specific Households and Businesses.
How Addressable Geofencing Works
Addressable Geofencing is uploading addresses into our platform and serving ads to cross-platform devices at those addresses. Look at it as a digital direct mail campaign that hits your audience 3-5 times a day for up to 30 days.
Addressable Geofencing can be used 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 Geo-Fencing 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. Then, devices seen within those plat lines are targeted with mobile, video, and/or OTT/CTV ads. As mentioned, additional demographic overlays can also be applied.
We can also do demographic overlays like gender, age, and income. This makes sure we are getting your ad in front of the right person and ad dollars are not being wasted.
- The advertiser provides a list of addresses.
- The addresses are matched against plat line data to collect the exact physical location, size, and shape of the property.
- The system then geo-fences each matched address to collect and target the location. If desired, desktop, laptop, and OTT/CTV devices are also targeted.
- Audiences at every single address are updated daily.
The lists of addresses are easily onboarded, matched, and scrubbed of any personally identifiable information (PII) so that there is no risk of a breach of privacy.
Some Advantages of Addressable
Geofencing Campaigns Include:
Targeting is based on plat line data from property tax and public land surveying information to maximize the precision of addresses being targeted.
Over IP-based solutions, which are being limited due to truncation of IP addresses in programmatic advertising.
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.
Targets all individuals at the address on multiple devices. This enables targeting of devices for up to 30 days after they have left address.
Up to 1 million physical addresses can be targeted per campaign.
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 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.).
Audiences are cosistenly updated daily.
Geofencing Campaigns are now being Applied to these Industries
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.
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.
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.
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.
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.
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:
Cable, Internet, Electric, etc.
Fundraising, Event Awareness, etc.
Political Parties, Campaign Awareness, etc.
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Let's chat about your business. Find out what your goals are, who your customer is, and what you are currently doing for advertising. Every business is different, and every strategy is unique. We will clearly explain different digital marketing tools and why they should be included in your campaign.
When you call we won’t just give you a price, we’ll talk. Yes, really – a business conversation between two professionals where we’ll discuss your business, your business goals, and your marketing budget with zero pressure! We will give you the information for you to make an informed decision if Targeted Display Advertising is right for you. For more information visit our Geofencing Strategies page.