A majority of buyer journeys start with the smartphone. That is an incredible statistic.
A staggering 65% of purchasing decisions start with the cell phone. It’s also useful to note that most of us spend 8 hours a day performing digital activities. We spend more time on the Internet than we do sleeping. With so many people spending so much time on the Internet, how do you get your business to stand out in advertising campaigns? The answer is simple, targeting. Targeting audiences is the whole focus and reason for being of geofence advertising.
Geofence Advertising is Critical to Start the Buyer Journey
Let’s take a look at what geofence advertising can do. Here are the top 4 campaign capabilities of geofence advertising:
- Search Retargeting
- OTT/CTV – Connected Television
Geofencing is placing a digital parameter around a physical location and capturing the cell phone information of people attending the designated locations or commonly known as target zones. This forms an active audience. Ads are then served to this active audience on the internet via cell phones, laptops, desktops, even television.
Additionally, conversion zones can be established at the client’s place of business. This tracks how many people receiving ads physically go to the conversion zone.
Addressable geofencing consists of uploading a list of addresses to our platform. The addresses are then correlated with county plat lines and capture all the devices available at the residence. The most customizable and scalable solution available to identify, reach and message specific households across any and all web-connected devices with any creative type including television commercials, targeted display, and video.
Audience curation tools are available to build audiences within certain demographic and behavioral attributes. Access over 120 million address-level identity graphs to instantly activate digital campaigns utilizing 1st party data or curate unique household audiences by selecting from 700+ consumer data variables. Planning is easy with instant household and device counts and campaigns can be optimized to a broad range of desired outcomes. All complete with zip code +4 level reporting.
Keyword usage is probably the most intrinsic aspect of any SEO that marketers and content creators use. However, the keywords that a person looks for on the internet is also indicative of the type of content he/she is looking for or the type of product or service he/she would benefit from. Search retargeting is a unique way of finding and advertising to potential customers based on the types of keywords that they searched for on different search engines like Bing, Yahoo or Google.
OTT/CTV – Connected Television
Connected Television has grown over 25% in subscribership over the last year. These are services like Sling, Hulu, Amazon, Roku, etc. OTT and CTV geofence advertising reaches viewers beyond the reach of traditional Linear TV (i.e. cable, satellite, and antenna). This new audience includes a growing number of cord-cutters or those who don’t pay for standard cable or satellite services. The rise of OTT and CTV viewership provides more meaningful ways for you to engage at the right time with the right target audience at the right moments—bringing together the targeting precision of digital with the high impact of TV viewership. OTT/CTV enjoys all the targeting capabilities of geofencing.
Geofencing builds a very targeted audience. Physically visiting a location is the strongest indicator of buying intent.
For more information, check out these videos on geofencing.
For any questions, please feel free to check out our website at www.getgeofencing.com
or give us a call at our offices: 866-951-0330
Christopher Seminatore is former Naval Intelligence. He became familiar with military applications of geofencing technology during the Gulf War. Since its crossover into the private markets, he has innovated strategies and protocols for effective marketing capabilities. He currently is a guest lecturer at UC Irvine for the Masters Business Curriculum – Hyper-Local Marketing. Christopher resides in Los Angeles, California, and is an avid motorcycle enthusiast. Drop by and say hi at his Facebook Page.