BroadProximity’s Addressable Geo-Fencing brings to advertisers a powerful, efficient, and accurate new way to target specific households and businesses with digital advertising. Addressable Geo-Fencing can be used both as a stand-alone tactic and to improve the results of addressable TV campaigns, direct mail campaigns, and other marketing efforts that target specific households. By extending the reach, improving the frequency, and providing foot traffic attribution, Addressable Geo-Fencing makes all household targeting efforts more effective. To use Addressable Geo-Fencing, advertisers upload up to 1 million street addresses per campaign into the BroadProximity platform. The address lists can be CRM 1st party data lists or BroadProximity will curate the lists on your behalf. Those street addresses are then automatically converted into geo-fences that conform to the plat lines of each address. Then, devices seen within those plat lines are targeted with mobile, video, and/or CTV ads. Additional data targeting overlays can also be applied.

• Highly precise. Targeting is based off of plat line data from property tax and public land surveying information to maximize the precision of addresses being targeted.
• Highly scalable. Up to 1 million physical addresses can be targeted per campaign.
• BroadProximity curated lists can be created in real-time by selecting from 3,000+ location and demographic factors using full Boolean AND/OR logic.
• Improved reach over IP-based solutions, which are being limited due to the truncation of IP addresses in programmatic advertising.
• Provides foot traffic attribution. Conversion Zones can be used with Addressable Geo-Fencing campaigns to track uplift in foot traffic to the advertiser’s location.
• Determine which foot traffic was naturally converted vs. influenced by an ad with Broad Proximity’s Geo-Conversion Lift metrics.
• Improves performance of addressable TV, direct mail, and other campaigns that target specific households by extending their reach, improving their frequency, and providing attribution.
• Personalize creative based on address-level intelligence.
• Granular reporting. Report and break down campaign performance by ZIP+4 level.
• Cross-Device. Targets all individuals at the address on multiple devices by leveraging BroadProximity’s cross-device graph, and enables targeting of devices for up to 30 days after they have left the address.
• Effectively and efficiently onboard offline data. Create granular audiences from CRM systems and other offline databases (e.g. automotive lease renewals, households using the internet but not video/cable, etc.).
• Audiences are updated on a daily basis.
  

How Addressable Geo-Fencing Works

1. Physical addresses which an advertiser wants to target are uploaded into BroadProximity’s platform.
2. The addresses are then matched against plat line data to determine the exact physical location, size, and shape of the individually matched address.
3. The system then geo-fences each matched address to target users specific only to that distinct address location. If desired, desktop, laptop, and CTV devices are also targeted through BroadProximity’s cross-device graph.
4. Audiences at every single address are updated on a daily basis.

Within BroadProximity’s programmatic platform, lists of addresses are easily onboarded, matched, and scrubbed of any personally identifiable information so that there is no risk of a privacy breach.

Addressable Geo-Fencing Specs

• File Type: .CSV, limited to one million addresses.
• Address Format: Address, city, and state required. For best-match results, please use USPS formatting.
• Creative Types: Addressable Geo-Fencing can be deployed using any creative type in our system.
• Anticipated Match Rate: 90% or above

Ideal Prospects for Addressable Geo-Fencing

• Utility Providers – Cable, Internet, Electric, etc.
• Auto Industry - Car Dealerships, Auto Services, etc.
• Real Estate – Brokers, Agents, etc.
• Restaurants - Fast Food Restaurants, QSR, etc.
• Charities – Fundraising, Event Awareness, etc.
• Healthcare – Dentists, Physicians, Veterinarians, etc.
• Politics – Political Parties, Campaign Awareness, etc.
• Financial Services – Banks, Credit Card Companies, Financial Planning, etc.
• Direct Mail Companies - Catalog, Post Card, All-In-One, Standard, etc.
• And more.

Contact our team of dedicated advertising experts who can answer your questions and help you start achieving your mobile advertising goals.