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?
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:
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.