Geofencing is basically a service that generates an action when a device enters a set location. It uses GPS, Wi-Fi, cellular data, or RFID to launch a pre-programmed action when a mobile device or RIFD-tagged device enters or exits a virtual geographical boundary.
It allows companies to advertise specifically to their targets within a certain geographical range. It helps businesses to create a virtual boundary around themselves. It is ideal for businesses that accurately want to reach out to the target market in a specific area and determine customers’ fencing ratio.
If you have a list of customers and business addresses, your business can benefit from addressable geofencing. It can be used as an effective tactic or for improving the results of addressable targets such as mail campaigns, TV campaigns, etc. With addressable geofencing, companies can master efficient marketing that targets specific households.
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What is Addressable Geofencing?
Addressable geofencing is recently launched by Simpli.fi. It provides an accurate, efficient, and powerful way to target specific physical addresses and households with digital advertising. It uses GPS data rather than an IP targeting network.
This allows marketing companies to effectively display digital ads to the very same houses, which they targeted with direct mailers. Addressable geofencing has improved the reach and accuracy of direct mail campaigns and increases the foot traffic that digital campaigns drive. Combined with direct mail campaigns, addressable geofencing can upscale any company’s marketing game and help gather maximum targets.
How Addressable Geofencing Works?
The advertiser uploads all the physical addresses they want to target on a geofencing provider server like Simpli.fi’s Platform. The software matches all the addresses with the plat line data to collect data like the accurate location, shape, and size of each address. The system then geo-fences all the addresses and collects basic target or user information, which is specific to each address. In most cases, it targets the user’s desktop, laptop, smartphone, OTT, and CTV devices. The system updates the audiences at every single address.
Businesses and service providers that have access to physical addresses benefit greatly from addressable geofencing. This is especially if they operate in an industry that values address level advertising. Such business includes:
- Utility providers like cable, electricity or internet providers
- Car dealerships
- Healthcare like physicians, dentist, and veterinarians
- Real Estate
- Direct mail companies
- Financial services like banks and financial planners
Benefits of Addressable Geofencing
Addressable geofencing is more scalable than other digital geofencing means. Companies can target up to 1 million physical addresses per campaign.
It is more sophisticated than IP-based digital campaigns. Its coverage and efficiency are comparatively advanced. There is no problem regarding limited IP-based solutions that occurs due to the truncation of IP addresses in programmatic advertising.
It provides high foot traffic attribution. With addressable geofencing, marketers can use Conversion Zones to track uplift the foot traffic to the location of the advertiser.
Addressable geofencing not only offers a highly improved and sophisticated programmatic advertising tactic on its own but is also a one-stop solution that improves the performance of direct mail, TV ads, and other campaigns. By improving all their advertising campaigns’ performance, companies extend their reach to specific households, improve frequency, and generates more attribution.
It provides better opportunities to personalize and get more creative with digital ad campaigns. The ads can be personalized based on specific targets’ intelligence levels.
It makes efficient and effective onboard offline data easily available. This makes it easier for marketers to create granular audiences from CRM and other offline databases. Another advantage of geofencing is that it ensures that the audience is updated.
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Addressable Geofencing is a highly scalable and accurate tactic for programmatic advertising. It is effective, highly improved, and provides a higher reach targeting up to 1 million physical addresses. It is ideal for businesses that have lists of addresses and require marketing at an address-to-address level.