WHAT IS GEOFENCING
Targeted GeoFence

Geofencing is the use of a virtual geographic boundary around the specific longitude and latitude of a particular location. Using a blended data aggregation technique we are able to continue the serving of ads to any particular device and smartphone even after they leave the geofenced area.

PROPERTY

MG Digital Direct’s Property Geo-Fencing brings our clients a powerful, efficient, and accurate new way to target specific households and businesses with digital advertising.

Property Geo-Fencing can be used both as a stand-alone tactic and to improve the results of  direct mail campaigns and other marketing efforts that target specific households. By extending the reach, improving the frequency, and providing foot traffic attribution, Property Geo-Fencing makes all household targeting efforts more effective.

To use Property Geo-Fencing, we can upload up to 1 million street addresses into the MG Digital Direct property advertising platform. Those street addresses are then automatically converted into geo-fences that conform to the property lines of each address. Then, devices seen within those property lines are targeted with mobile, video, and/or OTT/CTV ads. Additional data targeting overlays can also be applied to further pinpoint your prospect.

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BENEFITS

  • Highly precise. Targeting is based off of property line data from property tax and public land surveying information to maximize precision of addresses being targeted.

  • Highly scalable. Up to 1 million physical addresses can be targeted per campaign.

  • Improved reach over IP-based solutions, which are being limited due to truncation of IP addresses in programmatic advertising.

  • Provides foot traffic attribution. Conversion Zones can be used with Property Geo-Fencing campaigns to track uplift in foot traffic to the advertiser’s location.

  • Improves performance of direct mail and other campaigns that target specific households by extending their reach, improving their frequency, and providing attribution.

  • Personalize creative based on address level intelligence.

  • Granular reporting. Report and break down campaign performance by ZIP+4 level.

  • MG Digital Direct’s cross-device graph, and enables targeting of devices for up to 30 days after they have left the address.

  • Effectively and efficiently on-board offline data. Create granular audiences from CRM systems and other offline databases (e.g., automotive lease renewals, households using internet but not video/cable, etc.).

  • Audiences are updated on a daily basis.

HOW IT WORKS

 

  1. Physical addresses which a client wants to target are uploaded into MG Digital Direct’s property platform.

  2. The addresses are then matched against property line data to collect the exact physical location, size and shape of the individually matched addresses.

  3. The system then geo-fences each matched address to collect and target users specific only to that distinct address location. If desired, desktop, laptop, and OTT/CTV devices are also targeted through MG Digital Direct’s cross device option.

  4. Audiences at every single address are updated on a daily basis.

Within MG Digital Direct’s programmatic property platform, lists of addresses are easily onboarded, matched and scrubbed of any personally identifiable information so that there is no risk of breach in privacy

IDEAL CLIENTS

Any business that has access to physical address lists where address-level targeting is valuable, such as:

  • Auto Industry – Car Dealerships, Auto Services, etc.

  • Real Estate – Brokers, Agents, etc.

  • Restaurants – Fast Food Restaurants, QSR, etc.

  • Charities – Fundraising, Event Awareness, etc.

  • Healthcare – Dentists, Physicians, Veterinarians, etc.

  • Politics – Political Parties, Campaign Awareness, etc.

  • Financial Services – Banks, Credit Card Companies, Financial Planning, etc.

  • Direct Mail Companies – Catalog, Post Card, All-In-One, Standard etc.

USE CASES

 

AUTOMOTIVE

A local auto dealership is interested in targeting addresses that are due for an upcoming lease renewal.

By partnering with MG Digital Direct, the company could geo-fence each physical address that is on their lease renewal list and serve them digital ads promoting special offers.

DIRECT MAIL COMPANY

A direct mail company wants to advertise digitally to the same audiences that they are sending direct mail pieces.

By partnering with MG Digital Direct, the company can use same address level data to reach web connected devices that reside within the residence or business through video, OTT/CTV, display and native. Further, visitation rates of targeted addresses to advertiser physical locations can be measured to validate total campaign impact on foot traffic.