17
Jun
2020

When Reaching the Right Person Matters the Most, Precision Targeting is Key

06/17/2020

In today’s advertising climate, every impression has more importance than ever. Less wasted impressions and maximum ROI are truly the order of the day. Advertisers must be reaching the right person with the right message at this time.

But, the question is, how best to achieve this goal? There is an essential element to the equation of reaching the right person with the right ads: precision. In this post, we’ll discuss why precision is essential to driving performance – especially today.

 

Addressable Programmatic: Precise Household-Level Targeting at Scale

From city to city and household to household, no two neighbors are alike. This concept is particularly important at a time when reopening stages and procedures vary from place to place across the nation. With Simpli.fi’s Addressable Geo-Fencing solution, 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, maximizing targeting precision and making sure advertisers are hitting the right consumer with the right message.
 

This is truly the most granular location-based targeting solution on the market – purpose-built with unparalleled precision and scale to be an effective targeting solution for any sized advertiser who is looking to run a national campaign at the address-level and effectively reach every screen within each desired household. Addressable Geo-Fencing allows marketers to target specific households or businesses that fit their target market with mobile, video, and/or OTT/CTV ads. This means no more wasted impressions from targeting by DMA, Zip Code, or proximity to business—we can target just the relevant households that matter. Ultimately, this results in relevant ad campaigns that reach each household based on their individual wants and needs.

Additionally, advertisers can improve the performance of addressable TV, direct mail, and other reopening campaigns that target specific households by extending their reach, improving their frequency, and providing attribution. Alongside continuing to drive online sales, advertisers can leverage Addressable Geo-Fencing to inform consumers how they’re approaching reopening and drive foot traffic to their now open locations.

 

Another Layer of Precision with Addressable Audience Curation

Simpli.fi takes precise audience targeting a step further with Addressable Audience Curation (AAC). With our AAC tool, advertisers can easily curate addressable audiences in real-time based on location and demographic data. Location data can be filtered by 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.

 

Putting It All Together

Consider a national restaurant chain with multiple locations across the U.S. that is beginning its path to reopen. Since U.S. reopening timelines are specific to different localities and vary by state, city, and even county, the chain will want to make sure its audience targeting takes into account various ordinances and delivers the right message to the right person at the right time. For example, this could entail serving relevant messages to markets that are back open and focused on driving foot traffic to certain storefronts, while continuing to target those that remain focused on driving online orders for takeout and/or delivery services.
 

All in all, advertisers need to be precise in their targeting efforts in order to eliminate waste and maximize their ROI at a time when every impression counts. In addition to regional and local ordinances that could affect advertising targeting efforts, there are also characteristics at the household-level that are key to successful targeting. With that in mind, the national restaurant chain could target just the homes that meet certain criteria and not the homes right next door that lack the desired characteristics. The more granular and customized the audience, the less waste will occur.

Sticking with our example, the national restaurant chain could take full advantage of Simpli.fi’s AAC tool and curate a granular 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 restaurant locations.

Once the audience is curated, the chain can then utilize Addressable Geo-Fencing to 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, 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. This allows advertisers to remain agile during a time when agility is essential.

With Simpli.fi, advertisers are able to respond at a rapid pace to the inevitable shifts and changes in reopening strategies and approaches, taking advantage of the following key factors: customized creative for different locations; accounting for many localized flight dates; starts, stops, and pauses based on location; spend and pace based on location; and localized measurement KPIs. The end result is maximized performance and minimum wasted impressions. For advertisers, this means increased cost savings and a significantly better ROI for their campaigns.

If you’re ready to utilize the highest degree of precision available with Simpli.fi, reach out to us at hi@simpli.fi.