Programmatic Strategy

Beyond These Walls: The Power of Addressable Geo-Fencing

Simpli.fi’s Addressable Geo-Fencing is a location-based targeting solution that lets advertisers reach their audiences where they spend most of their time, whether at home or at work.

Our geo-fencing tool creates an individual geofence around each location or property, enabling individual household targeting at scale. The solution uses GPS data paired with plat lines to match each address to the exact physical location, shape, and size of the property.

Addressable Geo-Fencing can be used both as a standalone tactic and to improve the results of addressable TV campaigns, direct mail campaigns, and other marketing efforts that target specific households.

What’s more, you can reach users on any device associated with that household — mobile, tablet, laptop, desktop, or TV. This cross-screen capability, combined with Simpli.fi’s targeting algorithm, provides flexibility to reach your most relevant audiences in the most cost-effective way to drive peak performance.

By extending the reach, improving the frequency, and providing foot-traffic attribution, Addressable Geo-Fencing makes all household targeting efforts more effective.

HOW ADDRESSABLE GEO-FENCING WORKS

To use Addressable Geo-Fencing, advertisers can simply upload a list (a.k.a. segment) of addresses to the Simpli.fi platform. Each list can contain up to one million addresses. The address lists can be CRM first-party data lists, or Simpli.fi will curate the lists on the advertiser’s behalf using our proprietary addressable planning tool. Those street addresses are then automatically converted into geo-fences that conform to the plat lines of each address.

Within Simpli.fi’s programmatic platform, lists of addresses are easily onboarded, matched, and scrubbed of personally identifiable information to ensure data privacy.

Going forward, any device seen within those plat lines can be targeted with mobile, video, or CTV ads. Advertisers can then choose to deliver ads to CTV, mobile, desktop, laptop, or tablet devices based on their performance goals.

Advertisers can also opt to overlay other data sets, such as demographic data, interest data, or behavioral data (e.g. search and site visits), to further refine the targeting within the addressable geo-fencing campaigns. Additional data overlays can enhance the personalization, precision, and effectiveness of ad campaigns, reaching specific audiences with greater accuracy.

Audiences at every address are regularly updated to ensure accuracy, allowing advertisers to suppress or retarget consumers to meet campaign requirements.

WHY LEVERAGE ADDRESSABLE GEO-FENCING IN A CAMPAIGN?

Highly precise. Targeting is based on plat line data from property tax and public land surveying information to maximize the precision of addresses being targeted.
Highly scalable. Upload multiple lists or segments for campaign targeting.
Nuanced user profiles. Simpli.fi curated lists can be created in real-time by selecting from 3,000+ location and demographic factors using full Boolean AND/OR logic.
Better reach compared to IP-based solutions. IP addresses are limited due to the truncation of IP addresses in programmatic advertising. IP addresses are also often dynamic, not static, and can be observed across a wide geographic range, resulting in far less precision.
Better calculate foot traffic attribution. Simpli.fi can create Conversion Zones that are used in conjunction with Addressable Geo-Fencing campaigns to track uplift in foot traffic to the advertiser’s location.
Measure impact of ads on foot traffic. Determine which foot traffic naturally occurred vs. influenced by an ad with Simpli.fi’s Geo-Conversion Lift metrics.
Improved performance. Geo-fencing improves the performance of addressable TV, direct mail, and other campaigns that target specific households by extending their reach, improving their frequency, and providing attribution.
Personalized ad creatives. Customize the ad creatives based on address-level intelligence, as well as any data the advertiser opts to overlay.
Granular reporting. Report and break down campaign performance by ZIP+4 level to assess which parts of the campaign deliver performance and which need to be optimized.
Cross-Device User Reach. Target all individuals at a specific address on multiple devices by leveraging Simpli.fi’s cross-device graph, while also targeting devices using variable recency settings.
Effectively and efficiently onboard offline data. Create granular audiences from CRM systems and other offline databases (e.g. automotive lease renewals, households using the internet but not video/cable, etc.).

Simpli.fi’s Addressable Geo-Fencing is the industry’s most powerful tool for programmatic advertising with unparalleled precision and scale. It uniquely provides a comprehensive set of advanced insights that can help advertisers improve the performance of their campaigns and move the needle for their business.

Ready to drive campaign performance by homing in on your exact audience?
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