Using Hyperlocal Targeting
When it comes to traditional media planning, buyers know different parts of the country typically have different cultures and lifestyles that influence the effectiveness of their advertising campaigns. But in today’s digital and mobile world, we can take a hyperlocal approach to reach your ideal audience, wherever they are.
Geofencing, a specific type of hyperlocal targeting tactic, creates a virtual perimeter to prospect new customers and increase in-store foot traffic for advertisers. It allows advertisers to reach people near specific latitude and longitude coordinates for your store locations. For other use cases, you can also use geofencing to target:
- an audience for your upcoming event to help attract the right customers and boost attendance.
- competitors’ locations to tell shoppers or customers why they should shop or visit you.
- airports, hotels, museums, and other attractions to reach tourists who may have time on their hands and could visit if they knew you and were interested in what you have to offer.
In this case, we set up a three- to five-mile geofence around each of our client’s restaurants in more than 60 DMAs, with some cities having hundreds of individual locations. Our virtual perimeter then used the GPS information on mobile phones and apps to target and serve ads to anyone who crossed the geofence threshold, ensuring impressions were delivered to customers close enough to visit.