Agenda:

1. Learn seamless ways to access and buy CTV inventory on the same Ads Manager platform as your mobile, and desktop campaigns and how to set up these campaigns
2. Discover use cases of when and where it will be optimal to use desktop and CTV along with mobile
3. Get to know the advantages of running these channels in the same platform such as:
   • Leverage GroundTruth’s audiences and targeting capabilities to reach specific users
   • Drive impactful messaging and contextual ads using CTV as an additional touchpoint to reach your consumers
   • Eliminate wasted impressions with highly localized and efficient targeting
   • Premium Inventory from all major exchanges and PMPs

The post Omni-Channel Strategy: Using Connected TV, Desktop and Mobile in One Platform appeared first on GroundTruth.

Use Proximity And Get Hyperlocal

Geofencing for real estate marketing is one of the most important targeting tactics you can use, and it’s a great way to hone in on your ideal audience. GroundTruth’s technology allows you to define a very precise and targeted 0.1 mile radial fence around a specific location. So, when you’re marketing in a particular neighborhood, you can geofence the nearby shopping centers, office spaces, and parks people in that area use. In addition, if you’re handling rentals, geofencing real estate helps you target leasing offices prospective customers are likely to visit. You can also use geofencing for conquesting. Think about it: you can set up a geofence around competitor MLS listings and show ads to people looking at them. This can influence them to look at your listings instead. And you can save this niche audience for future marketing, such as retargeting campaigns to further influence their behavior.

Reach Your Audience At Multiple Touch Points

One of the down sides of older real estate marketing strategies is that it was difficult to keep tabs on customers using different devices. That’s no longer true. It’s now an era of cross-device shopping, where most customers start and end their purchase journeys on a smartphone. In between, though, they may check out properties on their computers, and you don’t want to lose sight of them then. GroundTruth’s cross-device intelligent location technologies let you market to the same users, no matter which device they’re using.

Understand Online And Offline Behavior

When you’re marketing to a particular audience, you need a complete picture of who they are. That’s not just about what they do online, but about offline behavior as well. GroundTruth’s Blueprints technology builds a digital map of every area. You can refine this data to build a location-based audience targeted by offline visitation behavior. In other words, if you want to promote homes within a few miles of a desirable school district, you can do it. Whether you’re selling condos or vacation rentals, every MLS listing caters to a different demographic. In combination with your real estate data visualization, you can use GroundTruth to create audiences based on what you’re marketing and who you want to reach. For example, if you’re selling luxury apartments in South Beach, it doesn’t make sense to target the entire city of Miami. That’s a waste of your ad budget, as you’ll be marketing to millions of people who aren’t interested at all. Instead, use more refined criteria, serving targeted ads to buyer categories like affluent shoppers, golfers, or luxury car owners. The more relevant your marketing is, the more likely you are to make sales.

Optimizing Marketing Strategies For Real Estate KPIs

So, how can you use location technology with specific real estate marketing KPIs? Here are some ideas for optimizing your location-based marketing:

• Track verified walk-ins: create a blueprint of a location where you want to measure footfall traffic. Then you can track activity and improve lead generation.
• Build brand awareness: When creating your ads, optimize for the “delivery” goal, which helps you reach a wider audience whom you can later retarget based on behavior.
• Measure website engagement: Use click optimization to ensure you’re getting the most clicks for your ad budget.
• Track multiple mobile calls to action (CTAs): Set up a mobile-optimized landing page with one of GroundTruth’s templates, and you can track multiple CTAs, including click to call, click for directions, and click to visit website. This helps increase user engagement.

The bottom line is that when you use real estate marketing tactics, such as location data and geofencing for real estate marketing, you reduce time wasted on unqualified traffic. Instead, you can narrow your focus to reach people who are really interested in a particular area or type of property. The GroundTruth Ads Manager platform will help you market to the right people in the right place at the right time. Not only can you start effective campaigns more quickly, but you can leverage real estate data visualization for better insights, strengthening your SEO efforts, and your out of home (OOH) and social media marketing. Interested in real-estate location marketing and want to stay ahead of the game? Sign up for GroundTruth’s Ads Manager platform!

The post How to Use Location Targeting in Your Real Estate Marketing Plan appeared first on GroundTruth.

When you think about it, though, these two marketing channels have a lot in common. Both leverage location to reach the right audience. Whether an ad takes the form of a billboard on a busy commuter highway or appears on a treadmill at the gym, OOH advertisers target consumers based on where they go and when, while mobile campaigns rely on foot traffic intelligence and location data to do the same.

In a way, out-of-home is the original location-based ad. And that makes mobile the perfect match for OOH campaigns.

Out-of-Home is Top of Mind for Brands

In 2016, OOH was the only traditional media category other than TV to see an increase in ad spending, according to eMarketer. As The New York Times reported last fall, billboard companies are “not only surviving — they’re flourishing,” with ad spending rising for 24 quarters straight.

The ongoing growth of OOH media is impossible to ignore. Active lifestyle marketing company Zoom Media now reaches consumers in 3,000 health clubs with digital signage in 160 markets across the US, while Captivate’s lobby and elevator ads reach upwards of 10 million business professionals each month. Why the boom? Marketers recognize the value of this form of location-based advertising and the impact it stands to have on brand awareness and reach, and that’s creating what MediaPost has referred to as an OOH advertising renaissance. Unlike the campaigns of old, though, OOH is now has a powerful ally: mobile.

Why Pairing OOH and Mobile is a Marketing Must

For a long time, mobile was perceived as a newfangled approach to marketing and the stuff of early adopters. Not so anymore. As we move from early to late majority adoption, brands can no longer overlook the importance of this technology and where it fits into their overall marketing plan.

EMarketer recently reported that mobile will represent 84 percent of digital ad spending in the US by the year 2021 compared with 16 percent for desktop, while spending on mobile ads is expected to grow by more than 34 percent this year.

Evolving consumer behavior plays a big part in the mobile and OOH marketing explosion. As the Times points out, consumers are spending more time out of the house, “partly because of an increase in travel and commuting and also because smartphones keep them connected when they are away from home or work.” The more time consumers spend with their mobile devices out in the world, the more they’re exposed to both mobile and OOH ads, and the greater the marketing opportunity becomes.

So how can brands maximize these highly compatible channels? With mobile marketing, and location-based ads in particular, we’re able to understand who a customer is, where they’ve been, and what they’re likely to do next. Marketers can even influence this last event by leveraging foot traffic trends to deliver a more personalized and relevant ad experience.

Imagine the potential of these ads when paired with OOH. We already use mobile to determine which locations are a good fit for our target audience — fast food chains, for example, can select which customers to target based on a combination of their proximity to a store location and the interests and needs demonstrated by their previous behavior. But OOH advertisers can also use mobile to inform them on the value of potential advertising locations by determining whether there are enough “fast food visitors” in the vicinity to justify a billboard. According to the Outdoor Advertising Association of American (OAAA), “With the help of smartphones…OOH can intercept consumers who are near or at the point of purchase like no other ad medium.”

Mobile also has the ability to provide insight into other aspects of OOH strategy, like where potential customers are coming from, and how your ad placements influence their purchasing decisions. When you know that a large volume of visitors around your billboard are, say, from affluent neighborhoods, you’re better able to create messaging that will resonate with them.

Mobile and Your Presence at Key Moments of Intent

The modern consumer can be described in two ways: on-the-go, and connected. Amazingly, Cisco reports that by the year 2021 more people worldwide will have a mobile phone than a bank account, running water, or a landline. As a result, consumers will rely more and more on their mobile devices, using them to navigate their world as well as fill it with what they need. Just consider last year’s Cyber Monday activities. In 2016, American spent $205 million shopping on their smartphones, and mobile’s share of Cyber Monday shopping is growing with each passing year.

All of this makes mobile a valuable marketing tool for measuring purchasing behavior and intent related to OOH campaigns, and the key to unlocking the mindset of the consumers cross-channel marketers hope to reach. Remember, what consumers tell brands and what they actually do isn’t always consistent. That makes foot traffic data vital to following their movements in order to better meet their needs.

Out-of-home advertising may be thriving, but marketers are only just beginning to explore the role that mobile can play in creating more effective and efficient campaigns. Together, OOH and mobile are capable of taking location-based advertising to a whole new level.

The post How Mobile and Location-Based Advertising are Reinventing Out-of-Home appeared first on GroundTruth.