In a bid to reach into a largely untapped market and satisfy a growing demand among advertisers that want to localize and personalize their digital campaigns, Simpli.fi is launching a new programmatic advertising solution that uses plat lines and GPS data to achieve precise location targeting at scale.
As of this morning, advertisers using Simpli.fi’s programmatic advertising platform will have access to Addressable Geo-Fencing, a solution that Simpli.fi’s vice president of marketing Ryan Horn says is the next logical step in the localization and personalization of programmatic advertising.
“Simpli.fi’s motivation to launch an addressable, location-based targeting solution was the continued shift of localization and personalization,” Horn says. “It’s the evolution of localization that started with national campaigns, then location-based, and now it’s at the addressable level.”
Advertisers using Simpli.fi’s platform will have the option to try Addressable Geo-Fencing either as a standalone tactic or as an add-on, to improve the results of existing addressable TV campaigns, direct mail campaigns, and other marketing efforts that target specific households. Horn says that by extending the reach of campaigns, improving the frequency, and providing foot traffic attribution, Addressable Geo-Fencing will make advertisers’ household targeting efforts more effective.
If you’re wondering what was wrong with the way advertisers were targeting consumers previously, you’re not alone. As Horn explains it, many advertisers have been using IP-based targeting, which is a problem, since IP addresses aren’t tied to physical addresses and are usually aggregated to city centers. Although IP targeting can get the job done when businesses want to target people in proximity to one another, it’s insufficient for targeting consumers at exact physical locations. With this morning’s release of Addressable Geo-Fencing, Simpli.fi says its clients will have access to the “most accurate and most scalable” addressable targeting solution available.
Using GPS data and plat lines to target specific addresses or consumers, brands and agencies will be able to measure an increase in store visits by households that are served their ads. They’ll also be able to avoid wasted ad spend, which occurs when the wrong consumers are targeted or when targeting efforts go awry.
Simpli.fi’s solution makes even more sense for businesses that already have access to physical address lists, either within their CRM systems or in offline databases. For example, an auto dealership could target the addresses of consumers who are due for upcoming lease renewals. Within the healthcare industry, a local dentist’s office could push a promotion to current patients about a new teeth-whitening service by geo-fencing each physical address on their existing marketing list and serving ads to consumers at those addresses.
“This tactic offers advertisers a truly unique solution, as it’s the only solution for the address level that uses GPS and has the ability to measure online-to-offline foot traffic and conversions,” Horn says.
Today’s announcement comes at a busy time for Simpli.fi. Just six months ago, the company released an upper funnel dynamic creative solution that leveraged unstructured data to target buyers at a granular level. As one of the most recognizable programmatic advertising platforms currently on the market, Simpli.fi is well positioned to take the lead in targeting and personalization, Horn claims, particularly given the company’s experience working with brands, agencies, local media groups, networks, and trading desks.
“Simpli.fi’s Addressable Geo-Fencing brings to advertisers a powerful, efficient, and accurate new way to target specific households and businesses with digital advertising,” Horn says. “We see the same trends happening in the industry, the push for more granular, more efficient targeting.”
Stephanie Miles is a senior editor at Street Fight.