Addressable Geofencing
Addressable geofencing: online ads to the same homes that get your postcard
Digital ads served to the phones, tablets and computers in the exact households or businesses your direct mail targets, so the card and the ad back each other up, or run on their own to a chosen list of addresses.
Ordinary geofencing draws a circle on a map and shows ads to anyone whose phone passes through it. Addressable geofencing draws the fence around specific properties instead, following the lot lines of each address on a list, and shows ads to the devices found at those homes or businesses. The audience is the set of addresses your postcard goes to, not the traffic on the street outside.
Run alongside a mailing, it puts your offer in front of each household twice: on paper in the mailbox, and on the screens in the house in the days around the drop. It can also run alone, to a list of addresses you want to reach online without mailing them. Either way the targeting starts from addresses, which is what a direct mail list already has.
How does addressable geofencing work?
The list of addresses is matched to property boundaries, and a fence is drawn around each one. Devices regularly seen inside a fence, the phones, tablets and computers of the people who live or work there, become the audience, and the ads are shown to them as they use apps and websites. The targeting is the address, just as it is on a postcard.
Why pair online ads with direct mail?
Because repetition is what makes advertising work, and two channels repeat a message without repeating the medium. A household that sees your ad on a phone on Monday and your postcard in the mailbox on Thursday has met you twice in a week, in two places, with the same offer. Matching the ad to the card, the same picture, the same offer, the same colors, is what turns two impressions into one memory.
Addressable or ordinary geofencing?
Ordinary geofencing targets a place, so it suits events, a competitor’s parking lot or anywhere crowds pass. Addressable geofencing targets the people at chosen addresses, so it suits the same jobs as a mailing list: a neighborhood farm, a new-mover list, a set of businesses by SIC code, your own customers.
The addresses behind the ads can be new movers, a B2B list by SIC code or households found by profiling your customers.
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Send the postcard size, the quantity and the city it is going to. Pricing is set for your city and your job, so you get a written quote — printing, mail processing and postage — with no obligation. No finished design or mailing list needed.
Answers
Addressable Geofencing: questions people ask
What is addressable geofencing?
Online advertising aimed at specific addresses. A fence is drawn around each property on a list and ads are shown to the devices found there, so the ad reaches the same households or businesses as a direct mail list.
Can geofencing target the same people as my mailing?
Yes, that is what the addressable kind is for. The list that addresses your postcards sets the fences, so the households that get the card also see the ad.
Can I run geofencing without direct mail?
Yes. It can run on its own to any list of addresses, consumer or business. Most businesses run it with a mailing, because each makes the other easier to remember.
How much does addressable geofencing cost?
It is quoted for the program: how many addresses, how long the ads run and how often they are shown. Ask for it with a mailing and one quote covers both.