Advertising Success During Economic Reopening Hinges on Localization


When it comes to COVID-19, we are currently in a fluid and unpredictable time. Some regions and cities are rapidly reopening, some are taking a more conservative approach, and some that initially reopened are pulling back. What this means for advertisers is that businesses are not reopening in a uniform way across the nation. Business reopening plans will vary from state to state, and in order to be most effective advertisers should be taking into account the different stages of economic restriction and recovery.

The answer lies in localized national campaigns. This allows advertisers to customize their campaigns to regional and local reopening strategies, resulting in less wasted impressions and maximum ROI. Here’s how.’s Three Strategies for Increasing Performance During Economic Reopening

Gain Better Performance with Localized Audiences

As we’ve discussed above, uniform national campaigns are not the answer for advertisers wanting to maximize their ROI. There are far too many significant differences that exist among different regions, states, and cities.

The more granular and customized the audience, the less impression waste will occur. This is where’s array of location-based targeting and web intent-based targeting solutions come into play.

With’s Addressable Programmatic, advertisers can target over 126 million U.S. households using GPS and plat line data (data from property tax and public land surveying information), as opposed to relying on IP-based targeting, to maximize targeting precision and make sure they are hitting the right consumer with the right message. Addressable Geo-Fencing allows marketers to target specific households or businesses that fit their target market with mobile, video, and/or OTT/CTV ads. This means no more wasted impressions targeting certain DMAs, Zip Codes, or relevant surrounding neighborhoods in proximity to your business. Additionally, advertisers can improve performance of addressable TV, direct mail, and other campaigns that target specific households by extending their reach, improving their frequency, and providing attribution. What’s more, advertisers can easily curate addressable audiences in real-time based on location and demographic data using’s Addressable Audience Curation (AAC) tool. Location data can be filtered by postal code, city/metro, congressional districts, and more. Advertisers can then build and activate a custom household-level audience in real-time using more than 500 offline data variables (including demographic, economic, and political variables) for inclusion or exclusion via full Boolean capabilities. National advertisers can leverage Addressable Programmatic to optimize audiences to local needs and deliver customized creative for different locations, which will be especially important as the country continues on its path to reopening.

Additionally, advertisers will want to take into account mobile geo-fencing as the nation continues to reopen. Over the past few months, driving traffic to physical storefronts was on hold as consumers were encouraged to shelter-in-place. As more and more storefronts embark on their path to reopening, location-based marketing that drives consumers into their storefront will be important. It will be essential that marketers partner with a programmatic solution provider who can easily turn on and off geo-fencing efforts based on location. While some areas of the country are easing their restrictions, others are taking a more conservative approach meaning their storefronts will remain closed until further notice. With, advertisers can shift budget and optimize audiences to these local needs, resulting in improved performance and less wasted impressions.

Lastly, advertisers will want to optimize their audience based on web-intent behaviors such as searching online for a specific product, reading an article on a certain topic, and more. For example, an outdoor enthusiast in Seattle, WA might be searching for content related to hiking and biking whereas someone in Miami, FL might be searching for and reading content related to beaches, boating, surfing, etc. A national retail chain will need to serve ads specifically to users who search and read content containing keywords unique to each locality during their path to re-opening successfully. With’s extensive keyword targeting solutions, national advertisers can effectively reach these highly localized audiences and drive high performance and less waste.
Minimize Wasted Impressions on Areas that Aren’t Open with Localized Agility

As we have seen over the past few weeks, our country has reopening timelines specific to different localities. These timelines vary by state, city, and even county. Some stay-at-home orders have become rolling, while others have lifted. There have been various local-specific social distancing restrictions put in place. Additionally some markets are back open and focused on driving foot traffic to storefronts while others continue to drive online transactions only. This has resulted in market-specific consumer buying patterns that are important for national advertisers to take into consideration when executing national campaigns.

To be successful, businesses will need to know their local market(s) now more than ever in order to drive ROI. enables advertisers to respond at a rapid pace to the inevitable shifts and changes in reopening strategies and approaches. With, advertisers can take advantage of the following key factors: customized creatives for different locations; taking into account many localized flight dates; starts, stops, and pauses based on location; spend and pace based on location; and localized measurement KPIs.

Access Granular Insights on Which Locations are Driving Performance with Localized Reporting.

Performance is likely to be different across the country and vary at the local level. For example, the unemployment rate in one city can be very different from another city. There are local-specific, city-specific, and state-specific stimulus/incentives to take into account. It’s not enough to just localize audiences and be agile. At the end of the day, you could get everything right and the buying climate could simply be very different (e.g. different conversions rates, different results at a local-level, etc.). Thus, the ability to identify this phenomenon and act accordingly is crucial for advertisers when it comes to execution and performance. can report at the individual data element-level (e.g. location, contextual content, keywords searched, browsing behavior, and more) – give you unprecedented insights into every campaign impression at every spend level. This is something segments simply cannot do. This means advertisers can see what’s working and what’s not during the lifecycle of the campaign and adjust accordingly, resulting in better performance, less waste, and a higher ROI.

To get your reopening advertising campaigns rolling, reach out to us at