27
Nov
2018

Geo-Fencing Audience Strategy Series: Event Targeting

11/27/2018

Event Targeting Tailgating Stadium
Previously in the Geo-Fencing Audience Strategy Series, we discussed how advertisers can drive in-store visits and increase online-to-offline conversions by using our Geo-Fencing technology to target custom audiences of customers who have visited specific locations of interest relevant to their product or service. If you missed it, be sure to check it out here.

This week we are taking a look at how advertisers can build a relevant audience by targeting customers who have attended specific events within a specified date and time frame, all done with the help of mobile phones.

 

Location-Based Marketing Shows No Signs of Slowing Down

Today, two-thirds of the world’s population is connected by mobile devices. According to a BIA/Kelsey study, $17.1 billion was spent on location-based mobile advertising in 2017, and that number is predicted to increase to $38.7 billion in 2022. Money talks, and it seems to be saying that location-based marketing will only get more essential. Consumers are hooked on their smartphones and this obsession, paired with the ability to utilize the devices location services via GPS data, presents an abundance of mobile-centric opportunities for advertisers like Event Targeting.

Don’t be left in the dust by advertisers who are already reaping the benefits of location-based mobile campaigns. Read on to learn how Simpli.fi’s Geo-Fencing with Event Targeting can help you maximize the potential of location-based targeting and take full advantage of the mobile craze.

 

Find New Customers with Event Targeting

Events like sports games, conferences, conventions, trade shows, concerts, music festivals, fairs, cultural events, parades, and more are perfect opportunities to capture a relevant audience interested in your product or service. Keep in mind that most of the people at any given event will have their mobile devices with them—meaning, we can capture their attendance at the event and then market to them up to 30 days after the event. With Simpli.fi, advertisers have a self-contained, one-stop shop for a turnkey Event Targeting solution.
Stands in the bleachers with mobile phones

Think of an event that pertains in some way to your business. For example, if you’re a sporting goods store, you might be interested in serving ads to the parents who attend Little League games at a local ballpark; or maybe you are interested in capturing a wider audience like those who attend a professional sporting event (e.g. NBA or NFL games) to promote game day gear. If you’re a clothing store selling western apparel, you might find potential customers at a country concert held at a local venue. The options are endless. With Event Targeting, marketers are able to build an audience of likeminded consumers interested in your product or service based on their recent attendance at an event during a specific date and time window. The real benefit here is the temporal Geo-Fencing setting. Let’s dive in.

 

The Nuts and Bolts

Here’s how it works. A virtual geo-fence is traced around an event location during a scheduled day and time frame. When a mobile user enters the geo-fenced location during the specified time frame, they will then become part of a custom audience that can be targeted later with mobile ads. What’s more, this audience is portable and reusable for future campaigns.

As we mentioned earlier, the real benefit to Event Targeting lies within the timing. The precision of Simpli.fi’s Event Targeting lets you target an event location only during a specific date and time window. In keeping with our earlier example, let’s say you are a western clothing store and want to build an audience during a country music concert at a big arena. That afternoon before the concert, there is a NFL football game being played at that same arena. With Event Targeting, we can target the arena only during the time that the concert is being held, and avoid wasting impressions on the unrelated audience that is attending the football game at the same location. In fact, advertisers can achieve granularity down to the quarter-hour level!

To dig a little deeper, there are a multitude of other benefits our clients reap every day with Event Targeting. Audiences can be built, molded, and optimized in a way that best aligns with your business’s individual marketing efforts. Not to mention, our platform offers a fully automated process to run Event Targeting campaigns on single or multiple locations, dates, and times.
Event Stadium progress to audience and progresses to served ad

 

Event Targeting in Action

During Labor Day Weekend of 2018, Simpli.fi took the opportunity to showcase how our Event Targeting technology could capture local audiences of lake-goers and outdoors enthusiasts. Over the course of the three-day weekend, we setup target fences encompassing commonly used marinas and beaches on three popular regional lakes to obtain insights about the audiences and uncover foot traffic trends. Each target fence was in place from 9 AM to 9 PM, and we were able to analyze each location’s foot traffic at the hour level.

The goal was to demonstrate how Event Targeting can help advertisers build a custom audiences around specific interests and hobbies. We were able to capture significant audiences at each of the targeted locations, and our analysis yielded several actionable findings. See the full report here.

Ultimately, we were able to draw informed conclusions on how lake activities and holiday weekend foot traffic vary from region to region. This exercise showed how businesses like boat sellers, jet ski rentals, and lakeside restaurants can use Event Targeting to capture an audience of lake-goers and target them throughout the summertime and into the year to drive awareness of their products and services.

With incomparable precision, granularity, and scalability, Event Targeting is the premier temporal geo-targeting solution on the market. It’s one of the many ways that Simpli.fi’s Geo-Fencing technology can help advertisers take their location-based marketing to the next level.

Come back next week as we round out this series and discuss all things Addressable Geo-Fencing!