What is Geo-Behavioral Targeting?

Alright, at this point we’re probably just making stuff up, right? Except it turns out, there’s yet another exciting, new digital tool to add to your toolbelt! In this case, we’re talking about Geo-Behavioral targeting. And what is Geo-Behavioral targeting exactly? Well, the best way to start is by saying what it isn’t!

What is Behavioral Targeting?

This one may seem like a no-brainer, you’re probably even using it already in your digital marketing strategies. But when we say that we’re serving ads to people based on their behaviors, what exactly does that mean? In the traditional sense, we’re talking about online behaviors and developing audience profiles based on the:

· Types of websites or apps someone visits

· Content or subject matter someone is browsing

· Online purchases someone makes

· Offline demographic data like Age, Income Level, Home Value, etc.

By and large, traditional Behavioral targeting is focused on the behaviors that someone is doing online, not off. And that’s a good thing! People live online and make many of their purchases and decisions based on what they find there. But it’s not everything.

What is Geo-Fencing?

Another familiar strategy to many in digital marketing is geo-fencing. If you have a list of competitors, high-value stores or restaurants, really any list of specific addresses, we can draw a small fence around that list and serve ads to the people who go inside of those fences. Plus, we will identify their device IDs and continue to serve them ads after they’ve left said fences. That’s called geo-retargeting!

This can be an incredibly effective way to poach from competitors, digitally appear at public events, and more! But it all depends on having a complete and thorough list of addresses that you want to geo-fence.

How is Geo-Behavioral Targeting Different?

Now, with Geo-Behavioral targeting we can create Behavioral categories to target users based on where they are physically going, versus online behaviors. Audiences are crated for general created categories based on the types of places they are visiting. With this data, we now have access to over 3,000 new categories including things like: Department Stores, Hair Salons, Disneyland, McDonalds and so many more.

With access to this new, location-based behavioral targeting your digital campaigns can be even more thorough in making sure that your ads target the right consumers for your product. And the best part (for anyone already running a campaign through us), is that it comes at no additional cost or fee. Geo-Behavioral targeting can simply be added on top of the other targeting strategies you’re already doing.

Curious about how this technology could work for your business? Want it added to your digital campaign? Conquest is here to help! Reach out to us today.