HOW DOES GEOFENCING TELEVISION ADVERTISING WORK?
FOR ANY LOCATION-BASED MARKETING STRATEGY, THE FOCUS IS ALWAYS ON FINDING LOCAL CUSTOMERS. IF YOU CAN ENTICE THE RIGHT KIND OF CUSTOMERS LOCALLY, YOUR BUSINESS WOULD THRIVE IN NO TIME. GEOFENCING MARKETING IS EXACTLY WHAT A LOCAL BUSINESS NEEDS TO DRIVE SALES. WITH STRATEGIES LIKE RETARGETING, ADDRESSABLE GEOFENCING, GEOFENCING TELEVISION ADVERTISING, AND OTHER TECHNIQUES, BRANDS CAN INCREASE TRAFFIC. ACCORDING TO A STUDY BY A.C. NEILSON CO., AN AVERAGE AMERICAN CONSUMES 4 HOURS OF TV EVERY DAY. AND AROUND 2/3 OF AMERICANS TODAY, HAVE ACCESS TO DIGITAL TELEVISION. RUNNING GEOFENCING ADS ON TELEVISION ACTS AS A SUPPLEMENT TO COMPREHENSIVE GEOFENCING MARKETING CAMPAIGNS.
GEOFENCING TELEVISION ADVERTISING
JUST LIKE DISPLAY ADS, GEOFENCING TELEVISION ADS HAPPEN WHEN USERS STREAM SHOWS ON A CONNECTED DEVICE. THROUGH BEHAVIORAL PROFILING, MARKETERS IDENTIFY CHARACTERS AND TARGET THEIR PROSPECTIVE CLIENTS. THEN, YOU NEED TO BUILD A GEOFENCE. WHEN ANYONE WALKS INTO YOUR STORE, THEY BECOME THE TARGET OF YOUR CAMPAIGN. YOU SEND THEM ADVERTISEMENTSFOR RELEVANT OFFERS AND PRODUCTS.
FOR TV ADS TO WORK, YOU NEED TO BID FOR THE SPACE. WITH GEOFENCING, THERE IS SOFTWARE THAT AUTOMATICALLY DOES THE BIDDING FOR USERS THAT MATCH THEIR TARGETED PROFILE. AUDIENCES WATCHING THE SAME SHOW WOULD VIEW DIFFERENT PRODUCT ADS RELEVANT TO THEIR DESIRES.
SOMETIMES, THESE PROMOTIONS ALSO WORK ARE RETARGETING ADVERTISEMENTS. THE WAY GEOFENCING TELEVISION AD WORKS IS VERY UNIQUE AND CAN RIPPLE THE MARKET.
Digital Ads on Traditional Mediums With geofencing, things are dependent on technology and data. The success of geofencing marketing lies in this compatibility to run on multichannel platforms. Just like digital ads, television ads also work with discounts, offers, and rewards for customers. You can engage with customers on different levels depending on their habits and interests. With geofencing television ads, you get the best of both worlds.
Benefits of Geofencing Television Ads Helps to personalize interactions
Rather than giving a generic message to your audiences, you can make it more meaningful and interactive. 71% of customers prefer personalized ads. So, for instance, if you target your television ads to people who love baseball, you can create offers based on their favorite teams. Increases efficiency of your investment
The conversion and click-through rate of geofencing television ads are higher than in other marketing campaigns. Targeted ads like this perform better, making your investment worthwhile.
Cater to a wide demography Everyone watches television shows. Geofencing gives an amazing chance to cater to audiences according to their preferences and locations. This helps to reach more people, generating better results.
Conclusion While geofencing television advertisement is a great marketing tool for your brand, make sure you find a reliable partner. You want an expert team who knows to leverage the metrics and data geofencing provides. Get Geofencing follows databased strategies to design the perfect ad campaign for your brand.
Author’s bio: Elissa Williams is a full-time blogger working for a geofencing television advertising agency for a long time. Today, she discusses how this technology works for local businesses.
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