Harnessing and Protecting the Power of Geo-Targeting
Geo-targeting, or location-based marketing, has made online advertising more sophisticated and intelligent by allowing advertisers to tailor their content to connect with audiences in a relevant, meaningful way. Read on to learn how site-specific advertising through geo-targeting significantly impacts marketing campaigns.
Location, please
A user’s IP address lets ad servers know which country, state, and ZIP code they are in so the ads served to users can be relevant and targeted. IP ranges can be identified through several approaches, including WiFi triangulation and IP spidering, which maps an IP address to within a 1,000-foot range. Other methods for zeroing in on location include user-supplied location data, browser cookies, and GPS location information through specific devices, which helps complete the picture. Public IP locations such as government offices and universities allow geo-location companies to verify whether they have found the right location or to spot network latency errors that could yield misinformation.
Why location matters
Small, local businesses, large, mega-retailers, and global online advertisers employ geo-targeting to optimize their ad budget on focused audiences and create a seamless user experience. Retailers and content providers use geo-targeting to provide online experiences that are location-appropriate. For example, clothing manufacturers can display ads that match local weather conditions where a user lives or offer relevant ads on sales and discounts on swimwear or ski apparel if the user is vacationing in a new location. Shoppers visiting a mall who have enabled their cellphone’s location services may be targeted with promotions or special offers for stores at the mall, drawing them into a store to take advantage of the sale. Ads can entice hungry diners to try out a new restaurant if it’s within their local radius or on their drive home.
Geo-Targeting and the Ad Ecosystem
Ad publishers must ensure that the right ads are shown in the right locations. IP databases are compared against a user’s IP address to hone in on the correct geographic location. Advertisers bid on ad space in specific locations based on this valuable IP information.
Location verification is not only about maximizing the ad budget. Geo-targeting also ensures compliance with the local guidelines and regulatory considerations set by different countries or organizations. It prevents ads and content from being reported, flagged, or blocked. Geo-targeting informs metrics, allowing publishers to refine their strategy further and boost brand visibility.
Geo-targeting helps develop relationships between advertisers and their audiences. It establishes advertisers as a reliable part of the local community, building an advertiser’s trust and reputation among local audiences. User audiences feel understood when their needs are considered through geo-targeted, tailored campaigns.
Safeguarding the Strategy
Advertisers utilize geo-targeting as a strategy to harness the power of location. It enables them to deliver the right message at the right time, maximizing their likelihood of success. Advertisers must be able to monitor and control how their ads appear across all domains and websites to utilize the full potential of geo-targeting. Publishers must employ safeguarding techniques to ensure an impactful marketing campaign through geo-targeting.
