Addressable Geofencing Case Study

Methods

Advertisers can leverage Addressable Geo-Fencing via two methods:

1:They can capitalize on existing first-party data by uploading address lists
2:Use the Addressable Audience Curation
tool to build custom addressable audiences

Benefits

• Precise GPS and Plat line data
• High Match Rate – Anticipated 90% Match Rate
• Cross-Device Matching
• Highly Scalable
• Faster Access to Real-time Attribution Data

Audience Curation

• Custom Built Audience
• Over 500 demographics
• Define audience by frequency
• Ability to Exclude
• Residential targeting
  • Personal: age, gender, education,presence of childern, number of childern, marital status, vehicles, pets
    and etc.
  • Residence: dwelling type, year built,length of ownership, purchase price,home value and etc.

Campaign Recommendations

• Minimum 100K impressions per month
• Length of campaign – minimum 3 months
• Minimum 1000 addresses to target
• Must have at least 1 conversion zone

Formula to calculate budget:
# OF ADDRESSES
X APPROXIMATE # OF DEVICES (2-3)
X APPROX DAILY FREQUNCY (5)
X CPM = DAILY BUDGET
X 30 = MONTHLY BUDGET

Reporting and Metrics

Ability to evaluate campaigns at the zip+4 level, track online and offline conversions, identify Geo-Conversion Lift metrics, and capture online transaction values

Offline Conversions
measure the number of targeted users who were served an ad and later isited
the advertiser’s location

Online Conversions
Form fills, newsletter signups, requests
for more information, online purchases,
and more

View-Through Visits
Total Number of Visitors to the
Conversion Zone who received an ad but
did not click

Strategies

Business Type: Small Business Attorney
Goal: Grow Client Base
Audience: Small Business Owners in the local DMA who generate $250K to $3M in sales Revenue and are 2-5 years old

Car Dealerships
Business Type: Car Dealership
Goal: Encourage drivers to lease thie next family-friendly vehicle
Audience: Households in nearby zipcodes with users who have vehicle leases ending in three months, Household incomes under $85K and have at least one child