DEVICE ID & GEO FENCING

There are three things you won’t leave your house without

… 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.

What is Geo-Fencing / Device ID Targeting?

Mobile devices have a unique ID number that is anonymously associated with the person carrying the device. As people move around with their devices, this information is gathered and compiled by third parties, stored on the cloud, and made available for marketers! Device ID Targeting and Geo-Fencing technologies allow us to target the consumers you want to reach through those same deices. At Blonde Concepts, this data is accessible through Programmatic Advertising.

HOW DO YOU USE IT?

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.

HERE'S WHO YOU CAN TARGET WITH DID GEO FENCING

VISITOR TARGETING

Reach consumers who have visited target locations in the past, regardless of where they are now.

CONQUEST VISITOR TARGETING

Reach consumers who have visited competing locations in the past, regardless of where they are now.

HOME ADDRESS IDENTIFICATION & REVERSE APPEND

Link device IDs to home address, and vice versa

HOUSEHOLD EXTENSION & LOOKALIKE TARGETING

Expanded audience segments that include other devices in the household and/or audience members with the same demographic and behavioral attributes.

CASE STUDY

GYM GAINS 73 NEW MEMBERSHIPS BY CONQUESTING COMPETING LOCATIONS

Client

Local Gym & workout facility

Campaign Dates

June 2017 – December 2017

Objective

To increase the number of 6 and 12 month memberships

Challenge

The market was competitive due to a high population of gyms in the area.

Solution

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.

RESULTS

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.

KEY FINDINGS

Conquest targeting via Device ID is a great way to stay competitive in a saturated market and take advantage of your competitors.