Geo-aware campaigns use real-time location data to deliver specific,
often dynamic, messages to the user based on their distance from the
nearest retail location or proximity to a particular location.
Advertisers targeting users based on a set distance (often miles) from a
location of interest such as a store, or physical site where known audiences frequently visit. Consumers outside of the geo-fence would not
be served the ad because they fall outside of the location parameters.
This technique is particularly useful for advertisers looking to drive foot
traffic to physical store locations.
ü Location-based Audience Data Targeting
Advertisers targeting mobile users by leveraging anonymous third
party offline data such as demographic types, transactional or
psychographic attributes which are then coupled with high quality
location data to determine audience “clusters” by geographic area.
ü Place-based Targeting
Advertisers targeting users based on audience segments that are built
based on a user’s location and time. Verve has worked with a third
party data provider, and more recently launched its own platform, that
slices the entire U.S. into micro-grids and associates multiple data
points to each grid. So, if an advertiser wants to target “soccer moms”
Verve would recommend targeting location grids that score high for
that type of audience such as suburban supermarkets or playgrounds
during school hours, on weekdays.