Geo-targeting is about addressing users in real time based on their geographical location. By identifying GPS data, IP addresses or Wi-Fi locations, retailers can display locally relevant content. This approach increases the likelihood that customers will respond to offers and visit the shops, which increases the efficiency of advertising messages and improves customer loyalty.
How precise is geo-targeting really?
Various data sources are used for geo-targeting, including first-party data collected directly from the customer and third-party data provided by external service providers. This makes it possible to estimate the geographical location of a user based on their IP address.
The accuracy of this data can vary depending on the region and provider. This is where our own geo-solutions come in. Our geo-media scoring evaluates an advertising area based on socio-economic, demographic and ideally also customer-specific data, such as loyalty apps. This innovative tool helps our customers to precisely reach their specific target group through targeted advertising. By combining this data, marketing campaigns can be targeted more efficiently.
Accuracy of different channels
We also take into account the different channels, which vary in terms of targeting accuracy. Channels such as desktops, smart TVs, streaming platforms or cable network operators are particularly precise, as they are tied to fixed IP addresses. Mobile networks generally offer less accuracy, but can be cleverly combined to achieve the desired results. In addition, traditional media such as print and audio, which can be played out precisely at postcode level and continue to enjoy great popularity, can be used as a valuable addition.
MEDIA Central: Innovative online and offline solutions
Our experts at MEDIA Central always keep an eye on developments in the world of offer communication in order to offer our customers the best possible and customised solutions - also in the area of geo-targeting. Would you like to find out how you can reach your target group exactly where they are? Then contact us now!