Connected TV 5 Min Read

Connected TV Geo-targeting: Why You Should Do It

Written by Tim Edmundson

If you’re a brand with brick-and-mortar stores, or with an avid following in certain parts of the country, geo-targeting is your friend. Your digital media campaigns have been leveraging those targeting options for years, helping drive local business and finding valuable audiences﹣which is great﹣but what about television ads? TV is the ad format with the most impact on consumers, and if it were able to reach highly-targeted local audiences (instead of guesstimated ones) like your digital campaigns, your ad efforts would see a serious boost. Well good news, you can do exactly that with Connected TV.

With the rise in Connected TV advertising (SteelHouse Performance TV is our Connected TV ad solution), advertisers can geo-target local audiences on TV with concrete accuracy. Not only that, they can also layer in tens of thousands of audience segments to ensure they find their ideal audience. Let’s dive into how Connected TV geo-targeting and Connected TV geo-fencing can help you target your ideal audience.

Want to see what a major retailer did with SteelHouse Performance TV’s geo-targeting capabilities? Download the case study here.

Geo-targeting on Connected TV: The Benefits

Connected TV is at its heart a digital marketing channel, so it makes sense you can target your audience the same way. With Connected TV’s geo-targeting abilities, you can reach audiences based on different levels of geography, including: 

  • Cities 
  • Zip codes
  • States 
  • DMAs 

Connected TV geo-targeting isn’t the limit to its targeting advantages, either. To focus your audience even further, you can layer on demographic- and interest-based data so that you not only target a geographic audience, but your exact audience at the same time.

SteelHouse Performance TV is fully integrated with the Oracle Data Cloud, the largest audience data provider in the world, giving you access to tens of thousands of audience segments. This not only includes all geo-targeting options listed above, but also tons of online and offline behavior, interests, and demographics you can combine with your location targeting. That means you can not only target local audiences, but your exact audience.

Want to start targeting your ideal audience at the local level? Request a demo today.

Muscle Out Competitors with Conquesting

With Performance TV’s targeting capabilities, and Connected TV advertising in general, you can go on the offense against your competitors. With SteelHouse’s full integration with Oracle, you get access to audiences that shop at potential competitors. Want to challenge your rivals for business by advertising directly to their shoppers? You can. 

For example if you’re an auto parts store, you can select your geo-targeting criteria, then select audiences who shop at your rivals. You’re now in the position to put better deals in front of those viewers, so you’re not only driving more business to your brand, you’re diverting it away from your direct competitors. When it’s time for them to buy a new battery, wheels, or headlight bulbs, you’re now part of their consideration set. If your offers are enticing and your ad creative is compelling enough, you can take market share from your competitors at the local level.

See how a top-3 auto parts retailer used conquest audiences on Performance TV to drive better ROAS. Download the case study here.

For Driving Foot Traffic, Target Users Who Frequent Brick-and-Mortar

If you’re trying to drive business to your local brick-and-mortar locations, one option is to target viewers who like to shop at physical stores. For example, you can target viewers who frequent malls, or even those who have visited your own physical locations (you would be surprised what sort of data Oracle has at their fingertips). Always be on the lookout for ways to match your audience by targeting their interests, especially ones that indicate they’d be a good prospect to visit your stores. 

For online-focused shoppers, you can target them separately with a campaign that prompts them to visit your website. Which leads us to our next point…

Customize Creative at the Local Level

With geo-targeted ads on Connected TV, you have the flexibility to create multiple ad creatives to serve different locations. A major outdoor retailer used Performance TV to do just that (download the case study here), creating different ad creative for each city or DMA, with specific calls to action telling viewers to visit their local store. They also launched an online-focused campaign to target users nationwide who would not be able to visit a physical store location.

The campaigns were able to drive significant impact at the local level and delivered an impressive ROAS of roughly 3X across multiple mid-market sized cities. Site visits were also strong, with targeted cities and areas delivering a 2%+ visit rate. The online-focused campaign produced an even stronger return on ad spend, with over a 13X ROAS.

Needless to say, the ability to localize your creative can pay major dividends. Geo-targeting allows you to pinpoint your ideal audience in the right location and customize your ad creative to deliver a local message.

Get Local With Geo-targeting on Connected TV

SteelHouse Performance TV provides advertisers all the tools they need to not only reach their audience with geo-targeting, but also ensure they find exactly who they’re looking for at the local level with our Oracle Data Cloud integration. So if you’re looking for a way to engage your audience at the local level, we have the ad solution for you.

Want to see what you can do with SteelHouse Performance TV? Request a demo today