How to use location in digital advertisingUser location can become a way to personalize an advertising offer. As a rule, this solution is used by businesses with a location link. For example, to promote retail outlets or service companies: a beauty salon, a cafe, a notary, a tire shop, etc. Meanwhile, the possibilities of geo-advertising are growing: new touchpoints with users and application options are emerging.reading time - 4 minutesSeptember 2022
Operating principle
The technology intercepts the IP address of the user's device, which determines its current location. There are also traps known as Wi-Fi radars, sniffers, Hot Wi-Fi or Radius Target. In fact, these are routers that have been reprogrammed to collect the MAC addresses of all nearby devices with an enabled Wi-Fi module. Then, online advertising can be configured based on the collected database .
Geosolutions capabilities
DOOH development: smart outdoor advertising and subsequent online.
The mechanics allow interacting with offline audiences and conduit cn mobile number database increasing the efficiency of work. First, a certain banner is broadcast depending on the audience that is in front of the billboard, at this time their MAC addresses are collected. Then the segment of the collected audience in hashed form is loaded onto the advertising network resources. And then work is carried out with this audience: connecting additional targeting for personalization of advertising messages.
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Some products or services are convenient to buy in a specific area of the city, for example, near home or work. Thanks to hyperlocal targeting in Yandex.Direct, you can narrow your targeting to audience groups within neighborhoods, streets, and even houses.
Yandex Audiences has two tools for setting up geolocation segments: "Polygons" and "Circles". "Polygon" shows contextual advertising to users located within a specified perimeter. The figure has many points connected to each other and provides more flexibility and accuracy than "Circles". "Polygons" can be used to attract a new audience and get additional coverage. For example, we create a segment of users who visit your restaurant at least once a month and exclude it in the ad group settings. Then those who are already familiar with the establishment will not see the ad, and the budget will only go to attracting new customers.