Polygon targeting promises great utility to marketers. Advertisers can use polygon targeting to pinpoint geographic areas of focus by setting up geographic borders or polygons and display ads to the most relevant users. They can narrow down the key demographics, interests, and behaviors that are most pertinent to the products or services they’re marketing.
This way, brands can harness the power of precise location data to put their ads in front of the individuals most likely to be genuinely intrigued by their products and services. The result? High conversion rates, better retention chances, and more efficient advertising budget allocation. Let’s discuss these benefits more profoundly in this blog.
The Top 5 Benefits Brands Can Expect When Adopting Polygon Targeting
With polygon targeting, brands can get rid of the inefficiencies of traditional approaches and embark upon digital marketing excellence. Here’s a rundown of the top five advantages that brands can expect when embracing this approach
Precision Targeting
Polygon targeting well and truly redefines precision in digital advertising. It’s the ultimate tool that allows brands to zero in on their desired audience with surgical precision.
Textual advertisements, push notifications, etc., are only displayed to consumers who frequently visit or shop at a particular business location. While many businesses may find this technique beneficial, it is particularly useful for brands with operations across multiple locations,
For example, a restaurant chain can use polygon targeting to advertise at the stores where they typically experience the poorest sales. They can drive exceptionally personalized and focused marketing strategies, especially on the back of data inputs like age, income, interests, time of day, weather, etc.
Enhanced Personalization
89% of marketers report a positive ROI when leveraging personalization in their campaigns. In fact, about 56% of consumers expect their experiences with a brand to be personalized.
Favorably, polygon targeting helps brands weave in personalization by allowing for contextual relevance — meaning brands can tailor their messaging precisely to the geography and the associated demography they are targeting.
Consider this — with polygon targeting, brands can run event-based offers when they have a certain event happening in a nearby venue. For example, a retail brand can advertise a promotional offer like “Show your ticket and get 15% off” for theater-goers.
At the end of the day, the capability to fashion material that resonates with the user’s specific circumstances permits the brand to gain a distinctly worthwhile advantage.
Improved Relevance
We looked at precision and personalization as direct advantages of polygon targeting. But there’s more to this discourse. Often, improved precision and personalization efforts lead to enhanced relevance for the brand. “Relevance” in this case can be understood in terms of:
- How relevant is the offer to the user who’s being targeted
- How relevant does the user consider the brand for their needs in the long run
Consumers are becoming more and more accustomed to online advertisements. This has led to them being less receptive to untargeted or vague campaigns. This makes it essential for brands to find increasingly innovative ways of creating an ad that is relevant to the consumer.
In this vein, the good thing about polygon targeting is that it can help a brand:
- Slice up the target demographic into highly customized segments
- Drive real-time engagement based on potential customer’s movement (i.e., when they leave or enter a specific area)
- Achieve a high return on ad spend (ROAS) by only advertising to the most relevant audience
- Nurture loyalty through continued rewards and promotions
- Ensure that ads are timely and don’t add to the frustration of users
Competitive Edge
When the advertising market is crowded, brands must adapt in order to make an impact. This is especially true if they are a smaller startup or a new entrant.
With polygon targeting, brands can eliminate wasted ad impressions and increase the efficiency of their ad campaigns. What’s more, they can collect data about their competitors to better understand their promotional offerings, the impact of those promotions on users, foot traffic, etc. This knowledge can inform the development of highly tailored campaigns that can accrue a higher ROI.
Cost-Effective Marketing
The cost of running a digital marketing campaign will depend on many different factors, like the type of advertising platform, campaign objectives, target audience, etc. However, with polygon targeting, brands can save money in the long run.
By targeting their ads towards people who could potentially buy their goods and services, companies can reduce the count of ads being shown to those who don’t fall in the purview of the defined customer segment. The higher the chance of success for every ad shown to a user, the lower the spend.
There are more factors to consider here. For example, advertisers can:
- Optimize ad spend by identifying high-performance areas and allocating the budget accordingly.
- Make real-time adjustments to campaigns based on the observed user behavior.
- Retain more customers and reduce churn. It’s said that acquiring new customers is 5-25 more expensive than retaining existing ones.
To Bring It All Together
Harnessing the power of polygon targeting bodes well for digital advertising initiatives, for it provides companies the ability to cross typical limits, drive meaningful communication with their customers, and ascend beyond traditional targeting approaches.
If you are looking to optimize your marketing activities, polygon targeting should be considered nothing short of essential to keep up in the dynamic market. For more information about how to go about using polygon targeting for success, get in touch with our experts.
