Kelly Scott Madison

Local Targeting: Digital Tactics



Digital targeting tactics have evolved considerably over the years. We break down today’s most commonly used technologies and strategies

An advertiser’s ability to locally target an audience has evolved considerably over the years and continues to gain momentum. The proliferation of smartphones and connected mobile devices has fueled the need to target audiences locally as they consume media on multiple screens wherever they want and whenever they want. Smartphones have now reached mass penetration in U.S., with numbers from comScore showing 76 percent mobile market penetration. In addition to that, eMarketer predicts that mobile advertising will account for nearly 52 percent of total digital spending in 2015 and almost 70 percent by 2019. It is not surprising then that marketing is witnessing phenomenal growth and innovation in location-based advertising and targeting techniques.

However, differentiating between standard local targeting and location-based targeting is important. While standard local targeting is based on a range usually determined by zip codes, designated market areas (DMA) or Internet protocol (IP) addresses, location-based targeting seeks to target advertisements on mobile devices such as smartphones, tablets and laptops by using a device’s GPS capabilities in combination with various other technologies. 

The following are explanations of the most commonly used types of location-determining technology, along with their scale and degree of accuracy...

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