Maximize the Impact of Precision Advertising with Omnichannel Geotargeting

The dynamic and rapidly changing media landscape requires marketers to be agile, data-driven, and highly strategic to engage their target audiences effectively. Some brands need to adapt their message from one region to another – for either product offering or regulatory reasons. Other brands need to take a local approach to reach customers who can visit their brick-and-mortar locations, attend an event, or participate in a region-specific promotion. These challenges and more necessitate a geography-driven approach. However, some brands simply need to reengage prospective customers to nudge them over the finish line – to make a purchase, sign up for a trial, or download an app. So, to do this, marketers need to know who these engaged consumers are and be able to retarget them on the channels that are delivering the best results.  

Why You Should Care About Geotargeting 

Geotargeting, in the context of TV and digital advertising, is a strategy that allows advertisers to deliver tailored ads to specific geographic locations. Using geotargeting, advertisers can focus their efforts on precise areas, whether it is a particular region, state, or even down to the zip code level. This approach ensures that ads are seen by the most relevant audiences, leading to higher engagement and better campaign performance.  

The geotargeting solutions with Cadent Aperture Platform empower advertisers to drive performance by connecting with these specific audiences in the precise locations and on the channels where they are most likely to convert.  

Let’s take a closer look at how to implement successful geotargeting strategies. 

How Geotargeting Works in Aperture Platform 

The Aperture Platform geotargeting solutions enable clients to engage with audiences across various screens and specific geo-locations. Whether it’s at the regional, state, or zip code level, Aperture leverages advanced capabilities to ensure your message reaches the intended audience effectively. 

Cadent’s geo-targeting solutions are particularly effective in several key categories: 

• QSR/Fast Casual Restaurants: Target specific markets or proximity-based audiences. 

• Retail (Brick and Mortar): Ideal for retailers in specific markets or with grand openings. 

• Travel: Perfect for tourist locations attracting audiences from specific regions. 

• Automotive: Target audiences near dealerships for Tier 2/Tier 3 campaigns. 

• Insurance/Pharmaceutical: Effective for services offered in specific areas or to particular demographics. 

The Aperture Geotargeting Competitive Advantage 

Cadent stands out due to its unique combination of advanced technology and precise targeting capabilities. Our patented Aperture Viewer Graph allows us to understand household and audience composition down to the zip code level, facilitating highly precise activations. Additionally, we evaluate Cable and Broadcast network viewing behaviors by daypart and zip code level pre-campaign to curate the most effective ad buys. 

Our ability to activate geotargeted audiences on a 1:1 level across digital and OTT platforms, using Aperture DSP, ensures that we are not limited to localized suppliers. Furthermore, Cadent can serve ads to mobile devices within specific locations during custom time periods, achieving unparalleled precision. This hyper-local targeting capability is a significant advantage for advertisers seeking to engage with audiences in specific areas. 

Why Advertisers Should Choose Aperture 

Cadent’s geotargeting solutions have a proven track record of success. We offer end-to-end managed services, meaning clients don’t need to provide geo-data; all data resides within our patented Aperture Viewer Graph, simplifying the process for you. By leveraging audience insights pre- and post-campaign, we provide consultative solutions to ensure your campaigns are set up for success from the start. 

Combining national reach with heavy ups in key locations maximizes impact. Our comprehensive measurement solutions allow for precise tracking and analysis of hyper-local campaigns, ensuring that every advertising dollar is well-spent. 

Success Cases 

Medical Device Brand Reaches HCPs and Potential Patients:  
Targeted older audiences in specific markets, resulting in increased web visitation for the device.  

• 42% lift in web visits 
• 51% decrease in cost per visitation 

Craft & Home Store Boosts Holiday Sales: 
Used data to identify strategic DMAs for heavy-up broadcasts, leading to increased engagement. 

• $5 ROAS 
• 37% lift in store visit rate 
• 18% lift in unique visit rate 
• 17% lift in average visit frequence 

Sports Betting Platform Launches in New Market: 
Leveraged third-party data to target North Carolina audiences after a gambling ban lift, measuring awareness effectively. The brand perception study demonstrated:  

• Significant lift in ad recall and intent, exceeding benchmarks 

CPG Deli Brand Drives Grocery Store Purchases: 
Activated campaigns at the zip code level across cable TV, resulting in a significant sales lift.

• Incremental ROAS increased 2.6% over previous campaign 
• 22% lift in trips per store 
• 24% lift in sales per store 
• 81% lift in total incremental sales 

Next Steps 

Aperture Platform’s geotargeting solutions offer unmatched precision and effectiveness. Ready to elevate your advertising game? Get in touch with a Cadent account executive today to learn how we can support your next campaign.