A Digital Ad-Tech Challenge: Location-Specific Ad Targeting

Reach Digital Audiences Based on Physical Locations

In traditional offline media and storefront marketing, address-level geo-targeting and location-specific ad targeting is an implicit and required part of the promotional process. Up until recently, however, digital advertising hasn’t followed those same rules.

For national campaigns, digital scale is great for awareness. What national digital campaigns aren’t good at, however, is providing unique user coverage in a trade area for a local retailer or service provider.  Comprehensive reach is not possible when you buy off-the-shelf segments based on cookies. In fact, you will see less than 30% coverage, and the number of duplicate cookies could total between 5 and 30 for each unique user.

For local markets, geo-fencing can fill gaps in the marketing channels – establishing consumer context based on a physical location.  When combined with Smart Zones, you can target the right people for your product or service without unnecessary and wasteful duplication.

Prospects convert because they have an expressed interest and they have access to the point of sale.  For many people, having the ability to evaluate a product first-hand is important. This is especially true for retail and service-oriented products such as luxury goods, personal services, and home improvement. Geo-fencing provides digital reach to consumers when they’re at this critical juncture.

By pinpointing physical boundaries with geo-fencing, locations can be established, and Smart Zones audiences can be segmented into digital audiences that allow for location-specific ad personalization. Smart Zones Trade Area and Geo-Fence Targeting provides the user segmentation tools required to help marketers reach the max number of unique prospects at precise locations. Coverage Includes:

• • 140 million homes or businesses by precise LAT/LONG within 1 meter

• • 40+ million mobile carrier smart phones at homes and businesses

• • Any distance radius around precise LAT/LONG coordinates

To learn more about Smart Zones geo-fencing and location-specific ad targeting, download our datasheet.