Target the people in specific location?
If you want to be “innovative” in online advertising, it might be tempting to use geo-IP based targeting technology depending on your campaign objectives.
Some Options Available in the market
OK. Here we have several options when you want to run geo-IP based tarketing promotion. “X-locations” is spinned off from the global player named “Near” back in 2017. I believe it was MBO (management buy-out). Because their data still come from Near Pte, Ltd. they have strong audience data all-over the east asia. Thus, you can target the Chinese, Honkonese, or maybe Korean people who is visiting Tokyo or anyother cities by using their data. That geographic IP data is something they are getting from the bid-request, it is not as accurate as WiFi data. Please note that when you use the locations data, the most accurate data is WiFi data followed by the bid-request data.
Softbank also has some presence in this field
Softbank is one of Japan’s biggest MNO (mobile network operator) and agressively collecting the user’s data for the advertisers. Because their data is based on WiFi usage, the accuracy of the data is high.
Arrange the KPI for the geo-IP targeting promo
Basically when you do that kind of campaign, we assume that you would like to make purchase happen at the offline venues (stores). If the conversion of the campaign was a purchase event that happens offline, your measurement strategy is really important to evaluate the performance of the campaign. Here is how that measurement strategy works.
Measure the effectiveness of the campaign by using “Foot-fall report”
By utilizing the tracking capability of the geo-IP type of the media, we can find out which location actually those users have visited. By appying this technology, we can find our the “foot-fall” of both of following GROUPs.
1). the users who have been exposed to the adverts (a.k.a. “Exposed group”)
vs
2). the users who have NOT been exposed to the adverts (a.k.a. “Controled group”). When you measure the uplift of the footfall of the exposed group, you can successfully find out how effective your campaign has been performing.
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