… Your phone, wallet, and keys. Mobile phones provide a unique view into user behaviors, frequently visited locations, home, and work habits, interests and much more.
Every mobile phone has a unique device ID number that is anonymously associated with the carrier of the device. Device ID Targeting and Geo-Fencing take advantage of that by monitoring the location information associated with each device. This information is compiled by third parties, stored on the cloud, and made available for marketers to leverage by targeting consumers through their devices. Now this data is accessible through Programmatic Advertising.
Geo-Fencing and Device ID data can be used to target prospective consumers as well as current customers. Most marketers are using Geo-Fencing and Device ID data to target consumers based on where they have been. For instance, a gym owner may want to target anyone who has visited a health food store, a competing gym, or people who work at nearby businesses. We will identify all of the places of interest on our digital map and track all of the devices that have entered those mapped barriers over the last 6 to 8 months. Those devices are then matched back to home addresses, reports are generated to provide the demographic information for people who visited those locations, and the Device ID’s are ultimately used in a programmatic advertising campaign. The gym owner would receive information on the number of targeted devices that ultimately visited the gym’s physical location. Often sales data is matched up against device ID data to validate exact return on investment.
Reach consumers who have visited target locations in the past, regardless of where they are now.
Reach consumers who have visited competing locations in the past, regardless of where they are now.
Link device IDs to home address, and vice versa
Expanded audience segments that include other devices in the household and/or audience members with the same demographic and behavioral attributes.
GYM GAINS 73 NEW MEMBERSHIPS BY CONQUESTING COMPETING LOCATIONS
Local Gym & workout facility
June 2017 – December 2017
To increase the number of 6 and 12 month memberships
The market was competitive due to a high population of gyms in the area.
We recommended taking advantage of the competitor locations by using Device ID and conquest targeting. This gym also geo-fenced their location to encourage longer memberships.
By targeting competing locations, the gym gained 73 new memberships over the course of the campaign. The gym spent $5,400 and gained $38,500 in contracted revenue.
Conquest targeting via Device ID is a great way to stay competitive in a saturated market and take advantage of your competitors.