Location Remarketing, Or Place Based Remarketing
Remarketing, or retargeting, is the ability to serve ads to people we’ve already seen. The most common form of this is website remarketing, where a cookie is placed on a site, and users who visit the site start to see ads for that marketer on Facebook and across the web. These ads appear on your mobile devices, in pre-roll ads before you watch a video, in banner placements sponsoring your favorite blog or news source.
Place Based Remarketing serves ads to people based on where we’ve seen their device IDs. If you want to define your target as people who have recently been to your restaurant, a chain of restaurants, a series of stores, parks, clubs, areas like Hollywood and Vine, business conferences, etc, we can serve ads to people after they’ve been there.
This works for small businesses – if you have $500 to run in ad spend for your restaurant, you can take advantage of this targeting. If you have a product that’s sold at 7-Eleven, we can see the people who want into 7-Eleven and serve the ads for your product even when they aren’t in the store. This 7-Eleven remarketing can be activated if you have a partner like Brill Media that has the location remarketing tools in place. Scale is immense, and the targeting can be carried out at locations across the US and internationally.
Another element of this ecosystem is the ability to collect device IDs of your best customers. For example, if you want to identify the people who clicked on your ads, or go to your store a lot, you can capture their device IDs and serve ads whenever you want to activate that audience. For movie companies this is amazing because we are able to track the users who go to movie theaters a lot. This heavy movie going audience account for a high percentage of overall movie tickets sold, so it makes sense for a Sony Pictures or Universal to want to reach these users repeatedly. This data becomes more valuable when you layer on demographic targeting by age, gender and interests.
There are two ways we accomplish location remarketing.
Method One – SDK On Mobile Apps
We partner with multiple companies who have code on mobile apps, like your favorites including Pandora, ESPN and CNN, and thousands of other apps for broad use and niche interests.
That code tracks where you, even if you’re not in the app, as long as you are connected to the Internet. We then do some data analysis to determine which device IDs – your phone’s unique fingerprint – were in the places we are targeting. Then we serve those users ads when they go into one of these thousands of mobile apps.
Method Two – Direct Device ID Targeting
When hyperlocal advertising is deployed we get to see the device IDs that our ads are serving to. This is important because we know that these users are important to us because they were at the restaurant, store or public place that we are targeting. Then, we turn on location remarketing to serve these users ads even when they aren’t in our geo-fence. The result is targeted marketing precisely to people who are at your location.
This is part two in a series of three posts about hyperlocal advertising. In tomorrow’s post tune in for information about geo-behavioral targeting and hyperlocal attribution! In yesterday’s post we talked about hyperlocal marketing data. Thanks for reading!