We all know that scalability matters in almost all marketing and advertising today, but it’s important to note that in location-based marketing, accuracy and precision also matter. They matter more than almost any other aspect ‚Äì particularly when marketers are attempting to reach individual households. Even a slight error in location can mean targeting the wrong neighborhood entirely, never mind the right residence!
Marketers have strived towards a more efficient and effective solution of address-level targeting for years. And with Simpli.fi’s Addressable Geo-Fencing, you now have access to technology that can deliver precise address-level targeting at scale.
How, you ask? Let’s dive in.
SAY GOODBYE TO IP-BASED TARGETING
Many marketing companies rely on IP addresses to reach consumers at a certain location. This is a decent way to cover a large swath of land, but it’s not ideal in terms of precision. The issue comes in when you go to target.
IP targeting typically relies on centroids, or some central IP location on a map, and encompasses an area around that point. In a densely-populated city like New York or San Francisco, one centroid can cover a few square miles, but literally thousands of households. So that data is accurate, but highly imprecise.
It’s also important to note that IP addresses are increasingly becoming PII (they already are in Europe) causing the last octet to be truncated, which creates grave concerns with precision. Each number beyond the decimal point in the lat/long coordinates refers to several square meters. Losing the last eight of those numerals would result in areas that are off by as much as 11 kilometers — or an entire city — making it increasingly hard to accurately reach individual households.
Simpli.fi’s Addressable Geo-Fencing converts physical addresses into geo-fences that conform to the plat lines of each address. With targeting being based off of plat line data from property tax and public land surveying information rather than IP addresses, advertisers are able to maximize the precision of their address-level targeting efforts.
TAKE ADVANTAGE OF INHERENT EFFICIENCY AND SCALING BENEFITS
Bringing advertisers a powerful, efficient, and accurate new way to target specific households and businesses with digital advertising, Simpli.fi’s Addressable Geo-Fencing is also highly scalable. Our advanced address-level targeting technology allows for advertisers to target up to one million street addresses per a campaign with the ability to run an unlimited amount of campaigns within the Simpli.fi platform.
With free list onboarding and an approximate 90% match rate, advertisers are able to create granular audiences from CRM systems and other offline databases, and target those individual addresses with mobile, video, and/or OTT/CTV ads on multiple devices within the household. It’s as easy as 1,2,3!
GAIN VALUABLE INSIGHTS AND ATTRIBUTE A ROI TO YOUR ADDRESSABLE CAMPAIGN
At the end of the day, advertisers need to be able to not only effectively reach their target audience with precise targeting at scale, but they also need to be able to attribute a ROI to their advertising campaign. With Simpli.fi’s Addressable Geo-Fencing efforts, you can layer in Conversion Zones to easily track an uptick in foot traffic to your physical location driven by your Addressable Geo-Fencing campaign.
If you are already doing marketing efforts that target specific households or businesses such as Addressable TV or direct mail campaigns, be sure to take advantage of this breakthrough technology with Simpli.fi. By extending reach, increasing frequency, and even attributing foot traffic conversions, Addressable Geo-Fencing makes reaching specific addresses easier and more impactful than ever before.
To learn more about how Addressable Geo-Fencing can help you drive better campaign results, reach out to us at firstname.lastname@example.org.