Geotargeting in DOOH: effectiveness of precise ad targeting in 2024

Amidst the evolving landscape of advertising, Digital Out Of Home (DOOH) advertising emerges as a dynamic and potent conduit for engaging with audiences on a profound level.

At the forefront of digital advertising’s efficacy lies geotargeting, particularly in the realm of outdoor advertising.

 

What is geotargeting?

 

Geotargeting is the display of ads taking into account the precise geographic location of the audience. You can choose specific countries, cities, districts, or even specific places on the map, for example, to tailor ads to visitors of specific fitness centers, gas stations, or stores.

 

Using geotargeting along with other user characteristics allows you to find the most interested audience and exclude irrelevant ones.

 

If geotargeting is not set up and regular ads are launched, there is a chance that the ad will be displayed to residents of remote regions who are not interested in purchasing your product. For example, they may avoid ordering due to high delivery costs or long wait times for delivery.

 

There are several types of geotargeting:

 

– Local targeting – when ads are shown within one region.

 

– Hyperlocal targeting – when a specific area within 500-1000 meters is selected or specific addresses are indicated (shopping centers, theaters, airports, parks, business centers, etc.).

 

– Extended geographical targeting – when ads are shown for queries that include the name of the display region. In this case, users from any region can see it.

 

Geotargeting principle of operation

 

Geotargeting can be set up in almost any advertising system like Google Ads, Facebook, and others. Advertising systems collect data on the location of users by their IP address. The geotargeting audience includes those users whose electronic devices’ location (smartphone, watch, tablet, and laptop) has been recorded. When creating a campaign, you simply specify the desired region, city, or specific address, and the system shows ads to those whose location matches the chosen one.

 

Different platforms provide different opportunities for finding and segmenting the audience.

 

You can choose those who:

 

– are currently in a specific place;

 

– were in a certain place at a certain time;

 

– live or work in the specified place;

 

– regularly visit a specific place;

 

– came as tourists.

 

What tasks will it help to solve?

 

The main task that geotargeting faces is to make advertising as targeted as possible. Choosing a specific territory plus sociodemographic characteristics and interests of your audience will protect against displays and transitions of non-target users.

 

In addition, geotargeting will help to:

 

– spread information about the opening of a store, promotions, discounts for residents of specific areas;

 

– gather an audience that visits points of competitors or related companies;

 

– promote small businesses in small towns, etc.

 

Who needs geotargeting

 

It is hard to imagine a situation where geotargeting would not be beneficial. However, there are some areas where it is definitely worth using:

 

– if you have a business with offline points;

 

– if you offer products that are seasonal for some regions but year-round for others.

 

Furthermore, geotargeting allows for in-depth analysis of audience data. The collected location data allows advertisers to better understand the behavior of their target audience and adapt their advertising strategies accordingly. For example, if it is found that many people gather in a specific location at a certain time, advertisers can place ads in that same location and time for maximum effectiveness.

 

Innovations in geotargeting for Digital Out Of Home (DOOH) advertising open up new opportunities for targeted audience impact and increased effectiveness of marketing campaigns. One such innovation is the use of geo-fencing – a technology that allows setting a virtual perimeter around a specific geographic area. When a user crosses this perimeter with their mobile device, they are automatically shown ads on digital screens within the DOOH network.

 

Furthermore, the development of facial recognition technologies and the use of micro-location analytics allow for further enhancing the effectiveness of geotargeting in DOOH. Using surveillance cameras and specialized digital signage software, the system can identify the age and demographic characteristics of passersby and adapt the content on digital screens to their interests and needs.

 

Moreover, the incorporation of interactive elements into digital displays offers an avenue for audience engagement through direct interaction with advertising content in DOOH. This can include touch-sensitive panels or mobile applications, broadening the spectrum of interaction possibilities and enhancing engagement levels.

 

In light of the rapid evolution of digital technology and its seamless integration into the advertising landscape, geotargeting within the realm of DOOH emerges as a pivotal instrument for marketers and advertisers striving to attain their commercial objectives. Innovations within this sphere not only amplify the efficacy of advertising endeavors but also infuse a sense of personalization and captivation into the advertising narrative.

 

Another groundbreaking prospect lies in the utilization of predictive movement technology, which harnesses artificial intelligence and machine learning to analyze users’ historical movements. This enables the system to forecast future trajectories and present advertisements on DOOH screens accordingly.

 

Such advancements empower marketers to finely calibrate their advertising strategies, ensuring optimal efficacy and fostering deeper engagement with the intended audience.

 

Ultimately, geotargeting in out-of-home digital advertising emerges as a game-changing asset, affording advertisers the precision to steer their promotional initiatives directly towards the most receptive audience, precisely when and where it matters most. Embracing this avant-garde strategy holds the promise of not only amplifying the impact of advertising endeavors but also heralding a new era of unparalleled success and prosperity for businesses alike.

 

DOOH Advertising is a new approach to classic outdoor advertising, in which billboards and signs are supplemented with features that take brand interaction with consumers to a new level. Thanks to digital outdoor advertising, companies reach target audiences wherever they are, overcome the distance to consumers inaccessible online, and enhance brand recognition among the widest range of viewers.

 

The rapid development of digital innovations leads to the emergence of new formats and options in outdoor advertising, increasing the effectiveness of the advertiser’s communication with the audience. In the future, DOOH will continue to drive the success of outdoor media, combining traditional methods with modern technologies.

 

Advision is a leading software development company specializing in cloud solutions for managing advertising content in the largest DOOH networks. Thanks to innovations and a professional approach to client service, the company ranks among the top 100 AdTech & MarTech startups in Ukraine and holds 40% of the market share of connected advertising devices in Ukraine.

 

Advision is used for DOOH advertising networks, digital audio-visual projects for points of sale (retail), in the fast food industry for digital menus and corporate TV in offices, or medical and educational institutions. It is possible to develop software functions to implement the client’s business processes.

 

Contact us, and we will help you implement the most modern technologies to solve your problems!

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