Customers increasingly rely on their phones as powerful tools for navigation and as gateways for marketers to establish a meaningful connection. Geo-targeting is a marketing technology that taps into the capabilities of location services on customers' phones, delivering content, ads, or information tailored specifically to their geographic location.

Understanding Location Services

As customers enable location services on their phones, these technologies, including GPS, Wi-Fi, Bluetooth, and cellular data, work seamlessly to determine precise locations. This high-tech mapping constantly updates, allowing various apps to provide location-specific services like maps, weather updates, and social media check-ins.

The Power of Geo-targeting for Brands

Geo-targeting in marketing is about sending targeted messages to audiences based on their geographical location. This approach allows brands to turn real-world customer behavior into tangible sales results. At BOLD, we leverage observed customer behavior, including location and purchase data, to create targeted advertising campaigns across screens.

BOLD’s Approach to Geo Location Advertising

Our ad tech platform partner, Ground Truth, provides 4.8 million blueprinted locations, including retailers, restaurants, stadiums, theaters, and theme parks. This extensive network enables us to tailor ad campaigns to 122 million monthly visitors at these locations, providing a highly targeted and personalized approach.  Brands can create ads built to connect to the customer and drive business outcomes.  Examples of the types of connections Geo Location ads can provide include:

• Real-Time Moments: Targeting potential customers based on their current location—proximity, on-premise, neighborhood, or using geofencing.
• Past Behaviors: Reaching potential customers based on their historical locations, including retargeting and custom behavioral targeting.
• Weather Conditions: Providing contextual ads based on current weather conditions around the customer, including temperature, forecast, and predicted snow or ice.
• Omnichannel Ad Solutions: Ensuring 360-degree connectivity across various platforms, including mobile, CTV/OTT, smart TVs, gaming consoles, streaming devices, desktops, laptops, tablets, magazines, and direct mail.

A Geo Location ad strategy with BOLD supports the entire sales funnel, from building awareness to driving visits, sales, and ROI/ROAS. Brands can benefit from geo-targeting in various scenarios:

• Driving retailer support.
• Promoting special events or offers in specific locations.
• Conducting regional or DMA advertising tests.
• Advertising product locations in-store efficiently.

Brands can measure the success of their geo-targeting efforts through metrics such as in-store and online visits, return on ad spend, brand lift, and traditional metrics like reach, impressions, clicks, click-through rate, views, and video completion rate.

Case Study: Lemi Shine

BOLD recently partnered with the household cleaning product brand Lemi Shine to create exceptional results using geo-targeting. By analyzing ad tactic performance, foot traffic trends, and audience profiles, BOLD assisted Lemi Shine in increasing visits, clicks, and engagement.

• Radial targeting showed over 2x higher than average click-through rates (CTR), while location-based audiences exhibited higher visits.
• A/B testing of ad creative revealed a preference for less formal, interactive messaging among geo-targeted audiences and helped to improve CTR by 27%.
• Additional key audiences were identified, including Millennial Parents and Foodies.
• Peak activity times were discovered and used to target the key audience demographic better and increase conversion.

Brands like Lemi Shine can utilize geotargeting data, testing, and insights to enhance their strategy by understanding foot traffic patterns and audience profiles, and optimizing ad creatives based on customer behavior.

Request a Demo of Our Geo Location Advertising Services

Connect with BOLD today to harness the full power of geo-targeting for your brand. Our team is ready to guide you through strategic planning, campaign building, and maximizing your ROI.