Read about the latest Programmatic Advertising industry updates, our platform updates, case studies and cool campaign experiments. We update our blog weekly and we hope you find the posts highly interesting and educational.
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location
Whether is impressions, clicks, view-through-rate, conversions or any other metric you can think of; it's possible to export this data on to a heatmap. Reach out for questions/inquires.
Forget using third-party-data and IAB categories to reach a desirable audience/target group. Upload addresses/locations where your desired audience is to be found, and achieve strong campaign results. Reaching a specific audience using this targeting technique is proven to be strong/stable and usually has a positive ROI.
As a Location Based Advertising specialist we have invested a great deal in our geo-tool. By our knowledge, we operate the only DSP that is able to upload an indefinte amount of locations - while remaining stable. Reach out!
For a lot of companies, their ideal customers and clients are located in particular locations at certain times, i.e. Starbucks customers are located in shopping complexes at lunchtime. By using geofencing effectively, these customers can be targeted.
However, driving foot traffic is just one of the ways that geofencing can be put to good use. It also has a number of capabilities and uses, many of which we will explore below.
So, if you want to learn more about geofencing and how businesses around the world have been using it, read on!
Geofencing is a technology that allows us to create a virtual boundary around a particular geographic area. After this, devices are triggered once they enter this area and sent an alert.
There are both active and passive types of geofencing.
Active - Require people to actively opt into location services
Passive - Don’t require opt-in and rely on cellular data, GPS and WiFi connections to target devices
To better understand geofencing and its benefits, below we’ve come up with a few examples of how companies have used it to create brilliant results!
Outback Steakhouse targeted the areas of their competitors
The customers of your competitors provide an opportunity. While they are currently loyal to one of your rivals, you’re also certain they have an interest in the service you provide.
At which point, the only action that needs to take place is that they decide to start using your service or product instead of your rivals.
Easier said than done, yes, but Outback Steakhouse was able to successfully do this, by setting up geofencing near their competitors outlets.
That meant, every time their ideal customers were going to their competitors, they were provided with advertising that constantly reminded them of their outlet as the alternative.
To solidify this strategy, Outback Steakhouse set up geofencing around their own outlets to protect their existing customers.
Best Western targeted airports to catch people likely to be looking for somewhere to stay
Best Western is a company that runs a chain of hotels across the globe. Because of this, their main goal is to ensure they get as many people filling their rooms as possible every night.
By setting up geofencing around airports, Best Western advertised to those people who were arriving in a particular region where rooms were available.
This campaign was started after data showed many people who arrive at airports still haven’t booked somewhere to stay and, through this, was able to clinch last-minute customers.
Uber also found success at airports and used geofencing to stay above competitor taxi ranks
Currently, Uber is the dominant company in the car transportation market, using their application to find and hail a ride near them.
As with any taxi company, airports are a hotspot for Uber and, because of this, Uber set up a geofence to protect their dominance near LAX airport.
Through this, they prevented the growing number of smaller, copycat companies that were aiming to encroach on their territory and held on to their market dominance.
For companies looking to defend against new competitors, geofencing is a great way to ensure you can protect yourself from losing competitors.
The British Open used geofencing to create a better experience for their visitors to improve the chance of them returning
The British Open Golf Championships attracts one of the largest collection of golf fans every year and, once they’ve bought their ticket, organisers are keen to ensure they stick around and spend additional money.
To help them with this, The British Open set up geofencing around the entire course and allowed spectators to track every player and see how well they were performing throughout the tournament.
This provided a nice little perk that many people attending the event took advantage of and will likely be a way to persuade a number of them to return to the next event.
Vouchercloud sent alerts to people close to the shops that they had vouchers for
A lot of the time, vouchers are location-specific and, because of this, geofencing becomes an extremely effective way for them to be advertised.
Vouchercloud used geofencing to send alerts to those that were close to shops they currently had vouchers available for. This allowed them to find their discount straight away as they headed to the shop.
This was both great for customers and Vouchercloud and has helped them to drive a large amount of relevant traffic to their website.
As the examples above show, geofencing and location-based advertising, in general, has had a large impact on how many businesses advertise.
It has provided a new and effective way to attract new customers in a manner that’s direct, relevant and difficult to ignore.
That’s not the sort of thing that can just be dismissed if you’re interested in growing your business and moving with the times!
It’s not always simple, though. Geofencing is only effective when it has been planned out correctly with a clear strategy.
For the experts this is nothing new, however for many other online marketers it is; clever applications provided by programmatic mobile advertising. What is possible and what to expect in terms of results?
Programmatic mobile advertising has many applications and offers a large amount of possibilities in terms of campaigns and strategy. Nevertheless, the marketing discipline is limited to display advertising, nothing more and nothing less. But is this still the case in 2017?
Versatile DSP’s (Demand Side Platforms), whether based on a self-serve or managed service, offers the possibility to upload device ID’s and serve ads on relevant devices. Let’s take one step back: a device ID can be seen as a digital signature of an individual device or in other words, a consumer. These device ID’s can be observed and saved by beacons and WIFI hotspots. For example, by beacons in a retailer store or by WIFI hotspots of a university or restaurant. These device ID’s can then be uploaded into a DSP (Demand Side Platform). This enables ads to be served on the devices in question once a website or app is visited that the DSP can serve on – f.e. The Telegraph, BBC or The Guardian - (the use of a DSP, connected to many ad-exchanges is a must). The new location of the user ID is not limiting. Regardless of whether the device is in Asia, Canada or simply in The UK; if the device ID is collected in the McDonalds on the M5 an ad can be served (for example, with the address of the nearest McDonald’s in Canada). This simple application of technology has the power to convince advertisers/clients instantly.
For almost every interest, hobby and situation an app or mobile web has been created. This generates opportunities that few agencies / advertisers – as of yet – embrace. Let’s take one step back again; a DSP (Demand Side Platform) can serve ads on roughly 200.000 individual apps and mobile sites. This ranges from upmost popular and well-known applications to somewhat more specific and relatively unknown applications. There are apps available for hairdressers, handymen, painters, art lovers, food fanatics, sports (-with all its subdivisions), furnishing, horse lovers, travel, gardening, children’s education, scuba diving, the moon and so on. This means that not only for brands in general - whitelists can be used, but also for specific products. If an advertiser wants to bring a new knife-set to the attention, it’s possible to serve ads in roughly 50 cooking-related applications and mobile sites. When an advertiser would like to bring healthcare to the attention of a relatively healthy group (with all its advantages), it’s possible to serve ads in about 150 sport and activity applications. If an advertiser would like to bring an insurance for water sports to the attention… you can feel it coming; it’s possible to serve ads in roughly 65 specific water sports related apps. Anyway, whitelisting; a well-known application of programmatic mobile advertising, but with the growth of it’s technology and reach; now more versatile and for practical use than ever.
Reaching audiences through serving ads on specific locations is nothing new. This technique has been around for years. Nevertheless, also for this discipline it applies that with the growth of the overall market, the applications really come to life. Especially when a Demand Side Platform invests for years in connecting to dozens of mobile ad-exchanges / sources, a huge reach on hyperlocal scale to effect. A good DSP is connected to more than 30 adexchanges reaching f.e. The Telegraph, BBC and Youtube to Wordfeud and back to Spotify; almost all applications and mobile sites which allow ads, can be involved in a certain campaign. Why is this so important? If a client or advertiser wants to reach IT specialists, a good DSP offers to upload dozens of addresses from IT related companies (these addresses are relatively easy accessible). Next, when a device (or consumer) visits an application or mobile site that the DSP can serve on – while he or she is in a specific location (for example in the office of an IT company) – ads can be served. The essence remains that through the possibility of reaching thousands of applications and mobiles sites – on a hyperlocal scale – a necessary volume for a successful campaign is realized. Advanced platforms are able to upload more than 10.000 locations, creating huge amounts of traction.
We see the industry growing up. We see campaign options that are popular and widely used. Nevertheless, we are seeing less common campaign options gaining popularity fast. Simply because anno 2017 - the years of technological consolidation and hundred of thousands of publishers getting themselves reachable within the programmatic landscape – is finally paying off.
- Isua Botman
