One of the most basic facets of marketing is connecting to a consumer on a personal level. The best campaigns are relatable – they feel like they’re speaking to you and that motivates you to take action. No one wants to receive a message that feels like it was meant for someone else, reminds them of something they don’t have or is irrelevant to their life.
Enter mobile advertising and the ability to target consumers based on their physical location in the world. You know what they say, “location, location, location.” People are connected naturally to places that are close to them – they see them, recognize them and are, therefore, more inclined to be interested in them. So, if you’re selling an item, service or anything else to a consumer, hyperlocal advertising presents the opportunity to message people based on their location and capitalize on that personal touch. But, what does hyperlocal advertising actually mean? And how do you use it?
How hyperlocal advertising works
Marketing Land says, “Hyperlocal, as it’s called in ad tech circles, allows marketers to use a smartphone’s GPS data to geographically target audiences for the purpose of delivering relevant ads.”
In basic terms, hyperlocal means you can create a zone, or a geo-fence, around a geographic area that can be as small as a few feet in radius. You can provide GPS coordinates or work with a mapping tool – typically media platforms offer both options – to select your zone. Those who cross into your desired area are then served your ads on their devices.
What does hyperlocal mean in real life?
Here’s an example of a hyperlocal campaign WhiteSpace is running for a university. We are geo-fencing in the coordinates of each of the top 50 high schools from which they would like to recruit applicants. Once a mobile phone comes into that “fence,” they are served the university’s digital ads across a variety of sites and apps the user visits. This same concept is being used to retarget students who came on campus for a visit day. The university was geo-fenced in for the specific date and time of the visit day events. Those who were inside the area that day are now being retargeted with digital ads offering reminders of application deadlines and other enticing information. Pretty handy, eh?
Hyperlocal and social media
Hyperlocal social marketing has taken large brands’ marketing campaigns by storm due to the consumer’s taste for more targeted, local outreach. But, it’s also a natural fit for smaller companies or organizations that already have a local offering. Hyperlocal social marketing allows you to target only those who you feel fit the proper geographic range for your product or service. Social media outlets also offer demographic targeting, which laid on top of geographic targeting, allows advertisers to really cut the wasted outreach that is so prevalent in traditional mass media advertising.
How hyperlocal relates to your audience
Beyond more precisely targeting your audience through mobile advertising, hyperlocal advertising also presents the opportunity to gain deeper insight into your audience. You can view the ad results to find out what characteristics those who respond to your ads have in common. That information about users’ behaviors, neighborhoods, online interests, etc. can then be used to refine your targeted marketing efforts moving forward.
You might be thinking, “this is a little creepy.” Right? Well, consumers are used to retargeting ads on their desktop (i.e.: those great shoes you looked at on Amazon keep following you to every site you visit). As hyperlocal advertising on mobile devices continues, the creepy factor seems to be wearing off and is being replaced with an appreciation for relevant, helpful and personalized ads and social media messages coming directly to the consumer.
Ready to give it a whirl? All you need is a set of GPS coordinates, a great digital ad and landing page to convert your visitors! And the great news is that hyperlocal advertising is typically around $7 CPM, so companies big and small can afford to launch campaigns that fit their geographic needs and budgets. If you could use a little help getting started, just give us a ring – we buy media for a wide variety of companies and have been known to have a creative idea or two up our sleeves.
Have any other hyperlocal advertising tips or tricks? Share them in the comment section below.
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