In past installments of your Programmatic 101 course, we’ve covered several types of programmatic targeting tactics, including contextual targeting as well as site retargeting, CRM targeting, and lookalike audiences.
Next up, we want to talk about a specific type of geographic targeting. Have you heard of geofencing? Even if the word is unfamiliar, we’re guessing that you are familiar with the concept of location-based targeting in your current advertising. Geofencing is a programmatic targeting tactic that reaches customers within a specific location. You are building a “fence” around a very specific location, and focusing your ads solely on those customers within that fence.
Here are a few things you should know about geofencing:
Addressable geofencing is a geofencing tactic that uses exact physical addresses. You can target individual households at the address level with digital ads. Now, this gets a little complicated, but let’s talk through it. Perhaps you have a list of physical addresses that you want to target. You can upload the list or build a custom audience with a tool called Addressable Audience Creation. Following that, the programmatic advertising platform will use plat line data—data that is pulled from maps that show property lines—to build geofences around each address. You can then target your ads on all of the devices seen within those households: desktop, mobile, and television streaming devices.
The use of geofencing and programmatic ads can help you increase brand awareness for your company and deliver highly customized advertising experiences. The precision of geofencing allows you to create and display specific ads to different geographic audiences, offering unprecedented personalization.
Are you ready to give it a try for your business? Please don’t hesitate to contact our team to learn more about getting started with programmatic advertising.
