Powerful Data Sources for Hyper-local Advertising
May 31, 2017
If you’re an old pro at hyper-local advertising, traditional or digital, you understand that targeting by location is as powerful as it is obvious. When you control the physical location of your message, you control one of the primary factors that contribute to ad waste, keeping the costs of acquiring new customers relatively low.
Thanks to advances in technology, many marketers are taking their location based advertising to another level by incorporating data into both their targeting and their delivery. By “layering” additional targeting on top of geography, advertisers can continue to reduce ad waste and narrow down on their best customer set.
Data, when plugged into digital campaigns, can be used to:
- Trigger and deactivate campaigns at the perfect time.
- Adjust budgets up or down when conditions change
- Serve up personalized ads to each consumer
- Insert realtime information into ads
- Customize the ad schedule based on hours of operation and popular times
So, what data sources can you use to make your digital ads micro-relevant and hyper-targeted, 24/7? Much of this depends on your industry and selling model, but here are some of the more popular data integrations we see here at Balihoo:
3rd Party Data Sources
- UV Index, Storm Warnings, and Forecasted Temperature from Accuweather. Available via API, weather data can be used for almost any product or service that is seasonal or more desirable in certain types of weather. Think sunglasses, generators, coats, sunscreen, lawncare, furnace installation, etc.
- Census Data from the U.S. Government – if you’re a national advertiser that isn’t using census data to narrow down your digital advertising geographically, I can guarantee you that your competitors are. Even if everybody CAN buy your product in their local store or online, it’s foolish to believe that everybody will. No matter your product or service, you have a consumer profile that is more likely to purchase, or will purchase more frequently. Use that profile to your advantage and grab low hanging fruit first, for a quick ROI win.
- Event Schedules – are you in an industry that gets a boost from events near your locations? (Think hotels, restaurants, retail). Leverage your local event databases to target queries related to the events. This can be an incredibly powerful approach when partnering with the event venue for promotions, coupons, and exclusive offers.
- Competitor Conquesting – Use lists of your competitor locations to build “overlap” zones, where your target marketing area connects with theirs. Focus on high-intent search queries within these zones, as well as the competitor’s branded terms. Use automation (such as Balihoo) to scale this strategy across multiple competitors and 30+ locations.
1st Party Data Sources
- Sales Data – use localized sales data at the product level for both customization of ads, as well as reporting/analysis.
- Agent/Franchisee Data – Use a database of your local agents, sales reps, or franchisees to customize ads in their areas. Make sure to use hours of operation and time zone to accurately place ads and spend budget most effectively.
- Product Inventory – Using a daily product inventory feed and automation (like Balihoo), launch aggressive campaigns for in-stock/overstock products with stalling sales.
- Recruitment – Use your database of resellers and sales reps to find low-density areas that require more reps to service the population. Launch recruitment campaigns on social media, targeting specific interests or using a lookalike audience of your current sellers.