Utilizing prior-location data to serve relevant ad messaging
Geofencing and location-based targeting is a great way to reach audiences in real time and maximize ad message relevancy. But what about all the people who had been to a targeted location in the past? Manicz Media’s Geohistorical Targeting solution can serve ad messaging to users who had visited physical locations, addresses and even specific map coordinates within the past 12 months.
Reaching target audiences based on historical location data allows for accurate and relevant ad messaging along with known audience reach not often see with real time geofencing as targeting solutions.
How it works
Manicz Media has leveraged location data derived from mobile IDs to develop accurate mapping of most popular locations including businesses, conference centers, vacation destinations, stadiums, restaurants, car dealers and more. With these locations tagged they begin feeding on-going device location data and other non-personal identifiable information to the Manicz Media audience targeting platform. With this on-going data feed available, advertisers can serve ad messaging based on previous historical data.
Manicz Media can pull estimated reach numbers by location to determine foot traffic and visitation. This allows for accurate campaign setups and better managed expectations for paid media performance.
On-Demand Audience Data Targeting Layer
In addition to location based data, audience targeting can be implemented as well utilizing the Manicz Media On-Demand targeting solution. Layer in an audience targeting element that includes online search history, custom intent and contextual content consumed. Including audience data along with historical location data maximizes relevancy and limits wasted ad spend.
Example Use Cases
Higher Education
A student attends college during the Spring semester at a competitor university or campus.
Target that same student with ad messaging promoting transfer programs and benefits for your organization.
Layer in On-Demand audience targeting to find the students specifically interested in new schools, better programs, and transfer schools.
Ads are highly relevant and targeted to these individuals who are known college students and expressing interest in transfer opportunities.
Competitor Conquesting
A prospective customer visits a competitor store or location.
Serve ads to these prospects who are known likely customers due to the locations they frequent.
Ad messaging received encourages consideration of your brand and offerings instead.
B2B Audience Discovery
Reach niche audiences and prospects where they are known to be such as their place of business or even previous industry conferences or events.
Serve your messaging to these audience segments when historically they were difficult to reach with digital advertising.
Combine On-Demand Targeting with Geohistorical Targeting to maximize relevancy and encourage engagement.
Mobile First Advertising Approach
With a mobile first approach, Geohistorical Targeting provides a more 1-to-1 consumer messaging experience that includes previous physical location and On-Demand audience targeting. This location based targeting can be utilized to serve out banner, video, native and even email advertising messages. Cross channel and cross device retargeting can be implemented for more comprehensive advertising campaigns.
Geohistorical Targeting is a powerful advertising approach that helps to minimize wasted ad spend while ensuring only the most relevant and engaged audiences are served your creative messaging.
Contact Manicz Media today to strategize a Geohistorical Targeting campaign and allow our team to showcase the power of location data and unique audience targeting.