HOW ADDRESSABLE GEO-FENCING CAN COMPLEMENT DIRECT MAIL EFFORTS
Direct mail marketing has been a tried-and-true traditional marketing effort for many clients. There is now a revolutionary new way to complement direct mail targeting
efforts and improve reach and frequency with Idea Applications Addressable Geo-Fencing. Addressable Geo-Fencing brings a powerful, efficient, and accurate new way to target specific households and physical addresses with digital advertising using actual GPS data.
This means marketers can effectively serve digital ads to the same houses they’ve targeted with direct mailers! Addressable Geo-Fencing extends the reach of direct mail campaigns, improves frequency, and even provides foot traffic attribution.
SO HOW EXACTLY DOES ADDRESSABLE GEO-FENCING WORK? IT’S EASY.
Advertisers upload a list of up to one million physical addresses that they want to target into Idea Application’s platform for free. Idea Applications then uses plat line data to match these addresses to the exact physical location, shape, and size of each individually matched address. Matches average around a 95% success rate within our portal! The system then automatically builds a geo-fence around each address to target users associated with that distinct household or business across multiple devices via mobile, video, display, and/or OTT/CTV ads.
Imagine how much better direct mail campaigns can be when bolstered by digital ads. Consumers who saw a mailer but didn’t act on it right away will have reminders across their desktop, mobile device, and even on OTT/CTV devices. Even better, if consumers see digital ads before seeing the mailer, they’re more likely to recognize the business behind the postcard or flyer. Given more opportunities to engage with the offer, consumers are far more likely to act.
The targeting of direct mail and the power of digital!
How does this powerful tool work?
We can upload millions of street addresses into our platform.
Those households are automatically converted to geofences based on plat lines.
We can deliver targeted digital ads via display, video or OTT ads.
The match rate exceeds 92+ percent with an average of 3.5 devices per address.