Case Studies

How Geo-Localized Banners Can Reach Specific Users at the Right Moment and in the Right Place

The accelerated development of mobile technologies and the growth of the smartphone market revolutionized all marketing and communications, making geolocation a great way to reach the right customer.

According to Infobae.com*, Argentina is among the 25 top countries with the largest penetration of smartphones, having 10.8 million users (36% penetration.) The percentage in the US and UK reaches 75% and 73% respectively.

  

 

What Do They Do?

 

Geo-localized Banners are nothing more than an ad image piece and/or a text within a web page to reach the users. Unlike the format we already know, it includes the geolocation of the user, to impact it when it is near a certain place previously specified in the system.

 

They are a great solution to reach niche audiences through geolocation. The same applies to cases where the target's characteristic are in a certain geographical place. 

How Does It Work?

Although the time to collect the right insight may vary depending on the market that wants to be reached, the implementation is quite simple. Google has geolocation starting at 1km around the specific needed address.

A Real Case Study

Challenge: The objective of the brand was to reach and generate awareness among Cross Fitters. The challenge was that this group is particularly difficult to reach and there are not that many. And to make things even harder, Adwords does not have any pre-defined segmentation group for this target.

Insight and Strategy: Cross Fit is practiced in specific places called CrossFit Boxes. This is a strategic place where we could geo-target them and have a greater impact with our ads. If we were doing traditional advertising, we would have placed outdoor banners on the road near the gyms. However, when it comes to online advertising, we have the possibility to geo-target our segment in specific places they visit, such as crossfit boxes, and then impact the target audience with digital banners through the Google Display Network.

Solution: A geo-targeted campaign was configured by providing specific CrossFit Box addresses, with a 1km range around each place to display ads to users who are or have been in those places. Campaigns were targeted only to mobile device. 

Results: In 14 days of campaign, we obtained 1,589,486 impressions, 20,733 clicks, a CTR of 1.30% (116% above estimated) and a CPC of ARS 0.36 (45% below estimated cost and the maximum CPC stipulated.)

By being effective in our segmentation and concise in the direction of all efforts, we are not only efficient in our work at a low cost, but we are also able to surpass the expectations by greatly improving the estimated metrics.

Benefits

  • Adaptability: The messages can be personalized according to geographic radios, as well as to offer immediate promotions on the spot or to suggest an action to the user.
  • Relevance: Allows us to further segment the communication and personalize it, so that we get closer and closer to the user avoiding spam.
  • Effectiveness: The context that geolocation provides us helps improve the communication, impacting the right users, at the right time, with more relevant content and on the channel they are using.

* http://www.infobae.com/2015/05/21/1730171-la-argentina-los-25-paises-mayor-cantidad-usuarios-smartphones/