Understanding Polygon Targeting and Why Brand Managers Are Talking About It

With the competition soaring in the digital advertising sector, accuracy is of utmost importance to deliver the maximum bang for the buck. It’s not just about reaching an audience; it’s about reaching the right audience at the right moment. 

An advertising strategy should be such that it permits the business to define its target audience with surgical precision and guarantees that the targeted message lands directly in the hands of those most likely to engage with it. That’s where “polygon targeting” is a solution.

In a time when location-strategizing is of paramount importance, brand managers are directing their focus to comprehend polygon targeting in order to amplify the efficacy of their advertising. This innovative approach allows marketers to draw custom geographical boundaries on the digital map, reshaping the way they connect with their audience.

What Is Polygon Targeting?

Polygon targeting is a type of location-based marketing. It involves broadcasting a message to a specific geographic area on a digital map, often in the shape of irregular polygons. Advertisers define the geographic area they want to target — i.e., an area that fits their marketing goals. Usually, advertising messages are delivered to people who are using GPS-enabled devices and/or have previously visited a particular business or a specific location — anywhere within the defined geographical area. 

As an illustration, let’s say you have a small café on XYZ Street. If you were selling coffee beans, which you roast at the café, you could set the geographic area to include all customers who have shopped at your café in the last 30 days. Those who come in every day should see offers for free samples of your coffee beans or even a free cup of coffee while they shop.

How Does Polygon Targeting Work?

This virtual border created for polygon targeting can encapsulate geographical locations of various sizes. It could be as small as a single building, store, or mall and may stretch up to encompass large areas like ZIP codes, cities, or even whole states.

Notably, cellular data and communication technologies, including GPS, RFID, Wi-Fi, etc., are essential for polygon targeting. When an advertiser establishes a geofence, the underlying advertising tool automatically triggers an in-built action whenever any mobile device or RFID tag enters or leaves this established boundary. 

The tools will then associate the polygon shape with certain attributes, such as household income level, age range of occupants, or type of car owned. These attributes are often referred to as “segments.” These segments are used by advertisers to identify which users (based on their assigned location) the advertisement should be catered to. The advertiser can then choose to target people in the polygon based on the segments they believe will be most receptive and, therefore, generate more revenue for them.

Why Exactly Are Brand Managers Talking About Polygon Targeting?

Brand managers are increasingly captivated by polygon targeting and understand its potential to revolutionize their marketing strategies. This innovative approach boosts local foot traffic and sales. It helps deliver hyper-targeted messages — based on a customer’s physical proximity to specific locations.

Crafting personalized, location-specific content that resonates with audiences in a way traditional advertising methods often struggle to achieve is possible for brand managers through the creation of custom geographical boundaries on digital maps. 

The fact that this precision advertising is not only cost-effective but also enhances the customer experience and provides valuable offers and information exactly when and where they matter most is a true triumph in strategic marketing.

Furthermore, polygon targeting enables brand managers to enhance marketing outcomes through data-driven campaigns. They track user behavior within these demarcated boundaries and gather actionable insights into consumer preferences. The continuous accumulation of such knowledge allows for the constant optimization of marketing efforts — each campaign thus proving more potent than the last.

Some Applications & Examples of Geofencing Campaigns

Since the inception of location-based marketing, Starbucks has actively orchestrated its campaigns; these trigger push notifications detailing promotions, pinpoint local stores and even deliver interest-based offers to nearby app users — such as deals on a favorite drink. This strategy serves as an influential tool to stimulate customer engagement and impulsively boost traffic.

Likewise, brands like Uber, Burger King, Volvo, etc., leverage geofencing to tantalize users with exclusive deals. This location-aware strategy not only ignites customer engagement but also irresistibly propels traffic.

Notably, polygon targeting is not limited to the advertising space. In fact, polygon data can help in the following domains as well:

  • Drone management for security
  • Audience engagement at events
  • Shipping & fleet management
  • Public safety & emergency management
  • Employee monitoring & time tracking
  • Pet & livestock tracking

In a Nutshell

To sum up, polygon targeting is more than mere hype; it’s a modern technique that brand managers are utilizing more and more due to its capacity to realize demonstrable advertising results. If companies adopt this location-based advertising methodology, they can energize sales, optimize revenue, and capitalize on the capability of data-driven marketing.
Are you enthusiastic about unlocking the possibilities of polygon targeting for your company? Connect with Aroscop now to uncover how this creative approach can transform your promotional activities!