Location-based marketing, specifically addressable Geo-Fencing, is becoming a key part of every digital marketing strategy. Data about audience locations can help provide more precision, scalability and granularity when it comes to marketing efforts.  This targeting allows you to reach a highly-targeted audience with your ads, and to boost conversion rates.

In the field of location-based marketing, addressable geo-fencing is the latest technology to provide marketers with a highly-precise, efficient, and accurate way to target local households, businesses and more.  Inventory ranging from mobile to video, social, and OTT (over-the-top) and CTV (connected TV) advertising.

What Is Addressable Geo-Fencing, And How Does It Work?

Addressable geo-fencing is an alternative to other types of location-based targeting, such as IP-based targeting. Unlike IP-based targeting, geo-fencing is incredibly precise, and is not affected by IP truncation or anonymization.

This technology uses plat lines (land plans used by local/municipal governments) along with GPS data to deliver programmatic advertising directly to customers. This targeting is using first-party address data from CRM lists and other offline databases. Users of addressable geo-fencing can use their own databases, or partner with third parties to curate lists of potential customers.

The Benefits

Addressable geo-fencing is allowing advertisers to develop much more localized, personalized advertising campaigns – and overcome the challenges of IP-based targeting and other methods of location-based marketing. Here are a few of its best benefits.

Incredible precision, this technology can be used to narrow audiences down to specific areas and even a specific address. Targeting in this manner will maximize the effectiveness of targeted ads.

Works in parallel with addressable TV, direct mail. Alongside these other methods of addressable advertising, this solution can provide more opportunities to move potential customers through the sales funnel.

Utilizes existing data, so if you already have a CRM with information about your customer’s addresses, you’ve got the data you need to use addressable geo-fencing. It can work either with your existing databases, or with third-party marketing databases.

For these reasons and many more this technology is quickly becoming a top choice for marketers who are looking for a cost-effective way to reach more customers with location-specific ads.

Addressable Geo-Fencing – An Alternative To IP-Based Targeting

With this marketing strategy, you can overcome the challenges related to IP-based targeting and other methods of addressable programmatic marketing – and enhance the efficiency, cost-effectiveness, and conversion rate of your marketing efforts.