Need to enhance your campaign’s performance, and so deliver way more personalized ads to users? Geo-Targeting is the solution!
Thanks to Geo-Targeting, we are able to acquire an in-depth understanding of consumer intent to purchase and act. This technique allows you to display different ad formats, so you can deploy diversified techniques to build a connection with your audience.
How does Geo-Targeting work?
Geo-Targeting is an excellent tool to give brands the chance to target audiences across multiple devices and touchpoints, by linking a mobile device that Geo location data identified to the digital persona of other devices (e.g. desktop, smartphone, tablet, or connected TV). This is done by mapping the Advertiser ID to other devices using a device graph.
The last piece of the puzzle is attribution, which gives you the power to prove a campaign has influenced or changed the customer behaviour. Combining location insights with complementary data points demonstrates both intention and actual behaviours as consumers move between real world businesses.
Benefits of using Geo-Targeting
There are several advantages in using Geo-Targeting:
- By customizing ads to users based on their location, you are much more likely to show them something relevant and therefore much less likely to be blocked or ignored.
- Since location data is served in real time, there is an opportunity for brands to target people at certain times.
- A better ad targeting saves you time and money by not serving your ads to users who literally could not care less about it.
Running geo-targeted campaigns in Bucksense is a piece of cake: all you need to do is creating Geo Lists and associate them to your campaigns. Moreover, Geo Lists allow you to blacklist all Geo locations that are not relevant to your audience.
What are the misconceptions?
Although Geo-Targeting is getting popular among advertisers, there are still a few misconceptions revolving around it.
Fraudulent activity is not the only cause of inaccurate location data: it can depend on technical limitations or errors in the app Software Development Kit. In addition to it, some publishers and SSPs shorten lat/longs making them useless for accurate geolocation services. Lastly, the way the app is sourcing location data might be a possible cause.
As apps evolve by looking to increase inventory yield by adding location data to their inventory, it is getting harder and harder to identify new causes/types of inaccurate location data.
If you are curious to know how to run geo targeted campaigns in Bucksense, please take a look at our wikipage.