The 2017 Local Visionary Awards, hosted by Street Fight, “celebrate brilliant and intrepid individuals and organizations who are moving the local marketing technology industry forward with creativity, ingenuity and success.” Just recently, Street Fight recognized Simpli.fi’s advanced Location-Based Mobile Advertising Technology as a finalist for best online-to-offline attribution.
We are very proud of this recognition because it’s a reflection of the rapid adoption and proven results of Simpli.fi’s advanced mobile solutions.
In just the last year alone, Simpli.fi’s mobile revenue has grown 120% and, specifically, geo-fenced campaigns have increased 400%. As you can imagine, during this time, we have spoken with countless advertisers who needed a better way to reach a localized audience through mobile and measure the effectiveness of the campaign.
Fresh off of the Street Fight announcement, we wanted to provide readers of our blog with a practical overview of how Simpli.fi’s online-to-offline attribution solution solves these common mobile advertising pain points.
Mobile Advertising is the New Normal
First off, let’s level-set. Mobile advertising is not only here to stay, it’s already reached the tipping point – accounting for roughly 51% of all digital ad revenue. People also use their mobile phones more than desktop or tablets and an impressive 60% of purchase-influencing ads are viewed on a mobile device. Check out this recent blog which cites a compelling list of mobile usage stats that further illuminate the influential role of mobile.
Here at Simpli.fi, our clients – which include local media groups, advertising agencies and multi-location brands – have recognized that their customers are mobile-obsessed and are shifting their budgets accordingly.
Simpli.fi’s Mobile Solution Leads the Way
Simpli.fi’s mobile offering includes three key components that work in concert to deliver unmatched performance: geo-fencing, conversion zones and event targeting. Here’s a quick definition of each.
- Geo-Fencing. Powered by latitude and longitude GPS data, Geo-Fencing is the foundation of Simpli.fi’s advanced location-based mobile advertising technology. Geo-fences are used to target users in specific geographic areas.
- Conversion Zones.The most powerful tool for tracking online-to-offline conversions in mobile advertising. Conversion Zones allow advertisers the ability to track what amount of physical traffic at their location previously saw one of their mobile ads.
- Event Targeting. A precise temporal geo-targeting technology, Event Targeting allows advertisers to build an audience of users who visited a geo-fence during a specific date and time period for instant or future targeting.
Read on to learn more about how this trifecta of mobile targeting can work for you.
Geo-Fencing: Own Your Geo
By using Geo-Fencing to target potential customers within a predetermined physical proximity of their business, advertisers can own their geo and drive mobile performance and reach.
Simpli.fi’s Geo-Fencing methodology offers incomparable scalability with pinpoint accuracy and consists of configurable geospatial technology. In plain English, this means we can create dynamic and customizable shapes to meet the needs of any advertiser. The ability to precisely draw a geo-fence with custom shapes and sizes means ads will only reach those shoppers who have physically entered the area within a chosen radius of a given target. Each user is matched 1-to-1 to the advertiser’s desired targeting zone.
Conversion Zones: Measure Lift in Foot Traffic
By applying Conversion Zones to geo-fences, advertisers are then able to track incremental online-to-offline conversions, Total Visit Rate, and Cost Per Visit. Our clients find this to be an incredibly powerful tool for enriching mobile performance and tracking online-to-offline conversions.
Here’s how it works: By tracing a virtual Conversion Zone around the physical location, advertisers can not only measure who visited a location after seeing a mobile ad but also report on the verified lift in foot traffic, based on an intuitive baseline. We call this Geo-Conversion Lift.
When a potential customer enters the geo-fenced location, they are targeted with the advertiser’s ads on their mobile device. When the customer enters the Conversion Zone with their mobile device and had previously been served the advertiser’s ad, the Conversion Zone recognizes that user’s mobile device and attributes their visit as an offline conversion for the geo-fencing campaign.
Event Targeting: Target Custom Audiences
With Event Targeting, advertisers can reach a custom, niche audience out of mobile users who attend a specific event during a predetermined time window and serve ads to those users for up to 30 days after the event. When the mobile user enters the geo-fenced location during the set timeframe, they become a part of an audience that can later be targeted following the event. Audiences are portable and reusable.
Recently we put our Event Targeting solution to work and analyzed foot traffic patterns for major retailers over the Black Friday weekend. Read the blog to find out which retailer won the day.
Making Mobile Work for You
Simpli.fi’s Geo-Fencing and Conversion Zone solutions offer peak performance for brands with physical location(s) where foot traffic is valuable, such as brick-and-mortars, QSR’s and franchised locations. Travel entities such as airports, district- specific groups, such as political parties, and venue-based organizations, such as sports arenas and colleges, are also ideal users.
Optimal prospects for Event Targeting include anyone who wants to target an event or group of events at specified locations, dates, and times.
Thanks Again to Street Fight
Simpli.fi purpose-built a Geo-Fencing technology to solve the common issues with solutions built on mobile ad networks: precision and scale. Through the use of unstructured data and a programmatic infrastructure, Simpli.fi’s performance is unmatched.
It’s a true honor to be recognized. Congrats to the other nominees of Street Fight’s Local Visionary Awards! We’ll see everyone at the award ceremony in sunny Los Angeles next month for the big reveal.