Media News by Media Now Interactive, July 2024
AMA Pittsburgh is delighted to partner with Media Now Interactive, a division of DotDash Meredith, to provide a special six series installment of Media News by Media Now, bringing you the latest information, trends, and events related to all things media and marketing.
Mastering Geo-Based Targeting for Maximum Impact
by Media Now Interactive
Elevate your media execution with geo-based targeting. Discover precision marketing techniques for impactful local advertising.
Ready to try something new in local advertising? We promise that “new” doesn’t mean spending more, but it could mean better performance. Geotargeting (geo-based targeting, also known as location-based advertising) leverages the power of GPS or RFID (Radio Frequency Identification) to create actual boundaries around specific locations, driving results where and when they matter most to you and your customers.
What is Geo-Based Targeting for Media Execution?
Geotargeting brings your message directly to your audience based on their locality and behavior. Imagine running a quick-service restaurant (QSR). With geo-based targeting, when your customers opt-in to location services from your QSR app, you can show targeted ads when they’re nearby, whetting their appetites and encouraging them to stop in. The same applies to a car repair shop targeting those within 10 miles looking for assistance. Geo-based targeting ensures your content is relevant and engaging, and sparks increased consumer interaction.
How Does Geo-Targeting Work?
Geo-targeting at its core works like the GPS in your car. It detects users’ locations and uses this information to deliver relevant content based on their whereabouts. This means your messaging aligns perfectly with the user’s mindset, making your offerings timely and pertinent.
Two Types of Geo-Based Targeting
1. Location-Based
- Narrow down your audience based on specific geographic areas, from entire countries to ZIP codes. This is ideal for businesses with physical locations aiming to drive foot traffic.
2. Localized Targeting
- Customize content to match the preferences and needs of specific localities. Speak the language of your customers for a stronger connection, both literally and figuratively.
Is Geo-Targeting Effective?
Incorporating geo-targeting into your marketing strategy is a smart move. As of September 2023, 96% of Americans ages 18 to 29 own a smartphone. With such widespread usage, the potential audience reach is significant. Moreover, 83% of marketers find that using location data makes their campaigns more effective.
Implementing Effective Geo-Based Media Execution Strategies
Using location data enhances marketing campaigns, for the simple reason that, if you know where potential customers are, it’s easier to show them the right promotions at the right time. By combining geo-based strategies with your ground game of local outreach, along with social and print efforts, you are making your brand an integral part of the community fabric.
For over 50 years, Media Now Interactive has prioritized personal connections by aligning messages with target audiences at the local level. True to this commitment, we take pride in having offices nationwide to ensure we maintain a true sense of community with our clients and consumers.
Want to learn more about Media Now Interactive? Get in touch with us here.
About Our Partner
Media Now Interactive (Media Now) pioneers accountable, omnichannel media strategies, leveraging over 55 years of industry expertise with forward-thinking innovation. Clients trust Media Now for first-party performance insights, modern solutions, meticulous planning, implementation, and reporting. Client needs always first, the business model doesn’t lock clients in, without hidden or extra fees—quite unique in the media planning and buying environment. Delivering adaptable strategies for the future, powered by flexible tech infrastructure and a dynamic, client-centric team, Media Now crafts experiences, builds relationships on earned trust, and drives real, measurable results.
