26
Mar
2020

Reaching Homebound Consumers During COVID-19

03/26/2020

As the COVID-19 outbreak continues and social distancing becomes the new normal, people are spending more and more of their time at home. On top of that, many retailers and other businesses have had to temporarily close their brick-and-mortar locations. In our quest to help and support our partners and advertisers during this uncertain time, we recognize that consumers will, for the most part, be found at home. Therefore, it will be essential for businesses to be able to effectively reach consumers in their homes in order to increase online sales.

In the current circumstances, advertisers can tap into Simpli.fi’s Addressable Programmatic solutions to target relevant consumers at the household-level. In conjunction with our cross-device matching capabilities, consumers in any given household can be reached across all devices—including the big screen in the living room. Here’s how.

 

Household-Level Targeting with Simpli.fi’s Addressable Geo-Fencing

Simpli.fi can help advertisers drive online sales by reaching consumers where they are spending most of their time – at home and across many devices.

With many companies shifting to online sales during this time, advertisers can utilize Addressable Geo-Fencing to drive awareness of their e-commerce business by targeting consumers at the household-level with mobile, video, and/or OTT/CTV ads.

Promote sales, promotions, and other online incentives by targeting consumers at the household-level across all of their devices.

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. 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. Along with driving online sales, advertisers can leverage Addressable Geo-Fencing to showcase to consumers how they’re serving the community during this difficult time.

Overall, Addressable Geo-Fencing is a perfect fit for any business that is shifting strategies to try and get their message in front of customers at home. Using address data from first party lists or a custom curated addressable audience, retailers or other businesses can utilize Addressable Geo-Fencing to target relevant households with ads relating to their product and/or service offering.

 

Reach Consumers While They Stream Content at Home

As people remain indoors to prevent the spread of COVID-19, Nielsen expects online TV streaming to surge by 60% in the next few days (IBC). With this in mind, advertisers have a unique opportunity to reach their audience in new ways and on more devices within the home.

Utilizing the same addressable targeting capabilities as Addressable Geo-Fencing, advertisers can target consumers with OTT/CTV ads on both the big screen in the living room and/or other small screen devices within a household such as mobile devices and tablets. Each household can be targeted individually and distinctly based on over 500 offline data variables (including demographic, economic, and political variables).

As streaming TV content increases, so will second-screening. 88% of the U.S. population uses a computer or mobile device to browse online while watching either digital video or traditional TV (Nielsen), and this number will only grow the more time we are encouraged to spend at home practicing social distancing. With our OTT/CTV online attribution,

Advertisers can accurately measure the success and ROI of their OTT/CTV campaigns by attributing online conversions back to their campaign efforts.

Advertisers can track online actions such as visiting an advertiser’s website, completing a form-fill, adding a product to a shopping cart, purchasing a product, and more.

 

Granular Audience Curation at Your Fingertips

Advertisers can easily curate addressable audiences in real-time based on location and demographic data using Simpli.fi’s Addressable Audience Curation (AAC) tool. Location data can be filtered 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.

 

Bringing It All Together

Consider a national grocery store chain with multiple locations across the U.S. With so many consumers remaining homebound during this time, they will need to find digital ways to promote various online ordering services, delivery options, and/or store hours. Using Simpli.fi’s AAC tool, the chain can curate an audience of households based on variables like: age of residents in the household, number of children, number of adults, discretionary spend, and those who live within postal codes near their various stores.

Once the audience is curated, the advertiser can then serve mobile, video, and/or OTT/CTV ads to each household across all devices (and for OTT/CTV advertising, across both the large and small screens). What’s more,

Advertisers can make sure their advertising is as effective as possible and that they are reaching the right person at the right time with a relevant message, thereby minimizing wasted impressions.

Simpli.fi offers advertisers the ability to target users based on individual, relevant data elements and then optimize the campaign throughout its duration to maximize performance. Once a campaign is activated, Simpli.fi can then make midflight adjustments to improve performance and reach. The end result is maximum performance and minimum wasted impressions. For advertisers, this means increased cost-savings and a significantly better ROI for their campaigns.

We recognize that business needs are rapidly changing, and we are committed to standing alongside you during these times of uncertainty and helping you any way we can. If you have questions, concerns, or are ready to begin utilizing Addressable Programmatic to reach consumers while they are homebound, contact us at hi@simpli.fi.

Please stay well.