Service providers (such as telecom, internet, utility, etc.) must leverage location-based marketing in 2019. The advertising landscape has changed drastically and continues to rapidly evolve. While advertising through traditional marketing channels still works in some cases, the digital age has given service providers an easier, more cost-effective way to extend reach and access their target audience across multiple touch points. eMarketer predicts that advertisers will spend $26.5 billion this year on location-based marketing alone. It is imperative that advertisers within the service industry refine their audience targeting tactics to keep pace and remain competitive.
Since service providers are producing and marketing service offerings that can vary from city to city, advertisers are faced with some special challenges. To effectively advertise in this space, advertisers need to localize their marketing efforts to align with consumers—their locations, buying-habits, and local preferences. Fundamentally, this requires the capability to precisely target an audience with digital ads at a granular level.
Enter Addressable Geo-Fencing.
The Power of Address-Level Targeting
Simpli.fi’s Addressable Geo-Fencing brings advertisers a powerful, efficient, and accurate new way to target specific addresses with digital advertising across all devices within a household or business. With unprecedented precision, advertisers can target addresses using GPS and plat line data (i.e. data derived from property tax and public land survey information), rather than IP-based targeting.
Simpli.fi’s platform lets advertisers upload and target up to 1 million street addresses per campaign with the ability to run an unlimited number of campaigns. And with a 90% match rate, scalability does not come at the expense of accuracy.
From there, it’s easy. Each street address is converted to a geo-fence conforming to its plat line data. Then, devices seen within each household or business can be targeted with mobile, video, and/or OTT/CTV ads.
Win by Leveraging Data
Simpli.fi’s Addressable Geo-Fencing lets advertisers target an audience at the individual address-level with unprecedented precision and scalability. As a service provider, think about how much first-party data you already possess. Besides troves of CRM data, there are subscription lists, service expiration lists, loyalty program info, customer lists, and more. All of which can help you precisely target at the address level.
For example, suppose a company that provides both cable and internet services wants to build on existing business by targeting customers who are cable subscribers but not internet subscribers. Since the company already has the customer data, by partnering with Simpli.fi they can use Addressable Geo-Fencing to geo-fence the physical addresses of the non-internet subscribers and serve each individual household digital ads promoting special offers for internet services.
Or, let’s say you are a home security provider that has thousands of customers with security equipment installed in homes across the United States. However, many of these customers do not have the company’s home monitoring services. Now, the company can geo-fence the addresses of all customers without monitoring services and deliver digital ads at the address-level across connected screens to those specific homes.
The opportunities are endless.
Already hitting certain addresses with traditional marketing efforts such as direct mailers or addressable TV ads? Addressable Geo-Fencing is also a powerful way to bolster those campaigns. Consumers who are served digital ads before direct mailers or TV commercials will be primed for the message, and those who see it afterwards will be reminded of the message being reinforced.
If you don’t have access to first-party data, don’t let that stop you from taking advantage of this revolutionary way to target physical addresses with digital advertising. Simpli.fi can curate address lists on behalf of advertisers based on over 1,500 demographic variables.
Attribution Plus Real-Time Optimization
Last but far from least, Addressable Geo-Fencing also provides advertisers with advanced foot traffic attribution capabilities. By layering in Simpli.fi’s Conversion Zones with Addressable Geo-Fencing, advertisers can track online-to-offline conversions by measuring what amount of foot traffic that enters an advertiser’s physical location has previously been served an ad. Equipped with these metrics, advertisers can then optimize campaigns in real-time throughout the lifecycle of the campaign. If certain geo-fences aren’t driving conversions, Simpli.fi gives you the ability to shift your ad dollars and stop waiting impressions leading to a higher ROI.
Addressable Geo-Fencing in Action
When a national telecom company wanted to pair it’s traditional advertising efforts with digital to promote wireless plans to mobile users whose service contracts were nearing expiration, they opted for Simpli.fi’s Addressable Geo-Fencing. In conjunction with their local advertising agency, the telecom company was already in possession of an address list of people who were expected to switch providers and fell above a set household size and minimum income. Ultimately, their goal was to drive people fitting the above parameters to brick-and-mortar retail locations where they could sign up for a new wireless plan.
Using over 25,000 uploaded addresses and 190 Conversion Zones, Simpli.fi was able to greatly surpass the client’s initial expectations by augmenting their traditional advertising efforts with the power of digital. Check out the case study to see the full story of how Addressable Geo-Fencing helped this service provider run a highly successful household-level targeting campaign.
Addressable Geo-Fencing is tailor-made for service providers to effectively reach and engage their target audience at the individual household-level. To learn more, contact us at firstname.lastname@example.org.