04
Dec
2018

Geo-Fencing Audience Strategy Series: Addressable Geo-Fencing

12/04/2018

Addressable Geo-fencing Neighborhood in front of a city skyline

In last week’s installment of our Geo-Fencing Audience Strategy Series, we showed how advertisers can use Simpli.fi’s Event Targeting to build custom audiences consisting of mobile users who have attended a specific event within a specified date and time frame. The audience can then be targeted with mobile ads up to 30 days after the event. To learn more about how Event Targeting is changing the game in location-based marketing, check out the full post here.

To conclude this series, we will dive into one of Simpli.fi’s most granular location-based targeting solution: Addressable Geo-Fencing, an addressable programmatic advertising solution that allows you to target individuals at the household level.

 

Putting the “Localization” In Location-Based Marketing

It makes sense that to succeed at location-based marketing, you must be able to effectively target at the local level. The numbers seem to bear this out. In May of this year, BIA Advisory Services estimated that advertisers would spend $20.8 billion in local television and $22.1 billion in location-targeted mobile marketing in 2018. BIA also predicts that advertisers will spend nearly $40 billion on mobile location-targeted marketing in 2022. There appears to be a growing consensus that the more localized you can get with your targeting, the better.

Location-based marketing has truly come a long way. With the advent of geo-fencing, digital ads can be served to mobile users seen within a predefined geographic area. But what if you could narrow the scope even further and target at an even more localized, granular level? Now you can with Addressable Geo-Fencing.

 

The Power of Household-Level Targeting

As a pioneer in emerging location-based marketing technology, Simpli.fi has taken another big step forward towards the elusive goal of true one-on-one targeting. With Addressable Geo-Fencing, advertisers can now precisely target at the household level, at scale, across all devices.

In location-based marketing, accuracy and precision are everything. Many advertisers rely on IP addresses to target consumers at specific locations. While IP-based targeting can be effective for targeting larger areas, there are some serious issues in terms of precision. Simpli.fi’s Addressable Geo-Fencing, on the other hand, uses GPS and plat line data (i.e. data derived from property tax and public land survey information) to target specific households and businesses with digital ads at the individual address-level. This results in precision and accuracy that an IP-based targeting approach simply cannot match, and eliminates the wasted impressions that result from targeting by DMA, zip code, or neighborhood.

 

Augment Your Traditional Marketing Efforts with Addressable Geo-Fencing

In addition, Simpli.fi’s Addressable Geo-Fencing is a truly scalable targeting solution. Simpli.fi’s platform lets advertisers upload and target up to 1 million street addresses per campaign with the ability to run an unlimited number of campaigns. From there, it’s easy. Each street address is converted to a geo-fence conforming to its plat line data. Then, devices seen within each household or business can be targeted with mobile, video, and/or OTT/CTV ads.

Addressable Geo-Fencing can be used as a stand-alone tactic, or as the perfect way to improve the performance of addressable TV, direct mail, and other traditional marketing campaigns that rely on targeting specific households. Leverage the data from CRMs, address lists, or other offline databases and open up a whole new realm of campaign possibilities.
CRM Data plus GPS and Plat Line Data are used to serve digital ads
For example, suppose you are a small business aiming to raise awareness with a direct mail campaign targeted at local neighborhoods. This is an ideal opportunity to powerfully augment your traditional marketing efforts with digital ads. Consumers who saw a mailer but didn’t act on it right away will have reminders across their desktop, mobile device, and even on OTT/CTV devices. Even better, if consumers see digital ads before seeing the mailer, they’re more likely to recognize the business behind the postcard or flyer. Given more opportunities to engage with the offer, consumers are far more likely to act.

Don’t have access to CRM data? Never fear, Simpli.fi can also curate a list for you based on the demographic variables you wish to target.

 

How’s Your Campaign Performing?

One of the toughest challenges marketers face is attributing a ROI to an ad campaign. Fortunately, Simpli.fi has a solution. By layering in Conversion Zones with Addressable Geo-Fencing, advertisers can track online-to-offline conversions by measuring the amount of foot traffic driven to your physical location that have previously seen your ad.

Here’s how it works. When a customer enters the addressable geo-fenced location, they are targeted with mobile, video, and/or OTT/CTV ads. Then, when that same customer enters the Conversion Zone that has been traced around one of your physical locations, they are recognized and their visit is attributed as an offline conversion for the campaign. In other words, Simpli.fi takes the guesswork out of assessing how well your ad campaigns are performing.
Two shoppers in a Conversion Zone
And it gets even better. Using the insights gained from Conversion Zones, you can optimize your campaigns midflight based on performance throughout the lifecycle of the campaign. If certain geo-fences aren’t driving conversions, Simpli.fi gives you the ability to shift your ad dollars and stop wasting impressions.

 

Addressable Geo-Fencing in Action

When a local auto dealership wanted to utilize digital advertising to promote service specials and other offers to their existing contacts, they decided to go with Simpli.fi’s Addressable Geo-Fencing. By leveraging their CRM lists with the physical addresses of customers, they were able to engage an audience of people currently using their service department as well as recent car buyers. Check out the full case study here to learn more about how Simpli.fi more than doubled the client’s CTR goal.

It is evident that location-based marketing has come a long way. From audiences of millions, you can now target down to a single household thanks to Simpli.fi’s Addressable Geo-Fencing solution.

As we wrap up our Geo-Fencing Audience Strategy Series, let’s quickly review the five ways Geo-Fencing with Simpli.fi can help advertising campaigns achieve their full potential by getting ads in front of a relevant and engaged audience:

  • Loyalty Marketing- Drive loyalty marketing strategies by targeting customers who have previously visited your physical location.
  • Competitor Conquesting- Target consumers who have visited a competitor’s location and build a unique audience of potential customers who have already expressed interest in a similar product or service.
  • Custom Audiences- Create custom audiences of potential customers who have visited specific locations of interest relevant to your product or service.
  • Event Targeting- Build a relevant audience of customers who have attended an event within a specific day and timeframe, and target them later with mobile ads.
  • Addressable Geo-Fencing- Target individual households and businesses at the address-level with digital advertising.

To learn more about Simpli.fi’s suite of Geo-Fencing solutions or to get in touch with one of our representatives, reach out to us at hi@simpli.fi.