acuity logo
  • Solutions
    • illumin
      Our intuitive platform helps you see through the clutter of programmatic advertising.
    • Attention Advertising
      Increase brand’s total viewership time within a finite, relevant audience set – without increasing your budget.
    • Live Audiences
      Incorporate the most recent and relevant audience insights and improve how your media dollars are used.
  • Insights
    • Blog
      These are the latest insights and trends in the advertising industry that you need to know
    • White Papers
      Helpful reports and guides to inform you of industry trends and complex concepts
    • Case Studies
      Learn more about the success of our clients and products within specific industries
  • News
    • Press
      Read our press releases for major announcements and upcoming events
    • Events
      Check out the events we’re attending or hosting and view past events with AcuityAds
    • Videos
      Watch the latest webinars, video presentations and demonstrations by AcuityAds
  • Company
    • About Us
      Learn more about AcuityAds and our mission to help light the way to a better path forward
    • Careers
      Join the most talented group of people in advertising technology, today
    • Investors
      Find stock information, financial documents, investor presentations and meet the leadership team
  • Schedule a demo
Contact Us

The Top Uses of Geo Reporting You Might Not Have Thought About

April 04, 2018

Geo reporting or geographic reporting is not to be confused with location based targeting. Where location targeting allows you to segment your campaign spending within specific regions, geo reporting allows you to visualize performance of your campaign by region.

A programmatic platform that gives you a geo report (like ours) is providing you with campaign data across a number of Key Performance Indicators (KPI’s), depending on the region in which your target demographic is segmented. Acuity’s geo-reporting feature has extremely powerful use cases.

In particular, today we are going to discuss the top uses of this report. They are:

  • Understanding geographic segment campaign performance, and
  • Identifying high performance and potentially new markets of interest

Only Fish Where The Fish Are

Geo reports can help you to significantly increase the efficiency of your ad spending. When looking at performance data based on your KPI’s you can see where performance is coming from and make decisions regarding areas to focus on and, perhaps, areas to avoid. Just because you’re interested in a specific geographic region, doesn’t mean that region is interested in you. Advertisers can shut off areas they notice are underperforming to gain efficiency in spending.

Example. Imagine you are running a nationally-targeted campaign and – using geo-reporting – you find out that your conversion rate in New York is excellent, but you don’t see results from Florida.  This information allows you to pump up your New York spend and cut back or eliminate ad spend in Florida.

Geo Reporting helps you identify markets to focus your digital ad spending on.

Identify High Performance and New Areas of Opportunity

When analyzing a geo report based on campaign performance, you can see whether your campaign is resonating in locations you may not have expected. If you noticed this, you could make an immediate decision to better understand the high performance region and identify the reason your campaign seems to be popular there. Perhaps, there is an untapped market you never expected somewhere tucked in the map!

Example. Your designer shoe campaign went live with a wide net cast across the U.S. Results came back in the geo report and you expected to see the best performance in the 5 biggest cities, i.e. New York, Los Angeles, you know – where the fashionista’s are. But then you saw significantly higher performance in a small city in southern Texas – turns out a local star wore your shoes at a performance and everyone is seeking to buy them. You create a subsequent campaign featuring the Texan star!

Survey Says…

By carefully examining your geographic reporting, you can find the most efficient places to serve your ads and tailor creative to match potential customers in those local areas.

According to Google, a third of all searches are local. Local searches on mobile are growing 50% faster rate than searches on desktop devices. The more you can tailor a message that resonates with local tastes, the more likely it will be successful. BIA/Kelsey estimates location-targeted mobile ads will account for $20.7 billion worth of ad spend in 2018 and grow to $32.4 billion by 2021 – accounting for 45% of all mobile advertising spending.

In summary, we know that location targeting is a critically important tactic for digital advertising and will only continue to grow. As such, it will be critical for advertisers to work with advertising technology platforms that enable geographic reporting so that they can gain an understanding regarding whether or not these dollars are actually going to good use or not or how they could be better attributing their spend.


Share this post!


Categories

Digital Advertising Geo Targeting Geo Reporting

Sign up to our newsletter

Acuity Insights is a monthly newsletter that provides informative, educational articles on everything connected with digital marketing and advertising today.

Subscribe

Categories

  • Uncategorized
  • Algorithm
  • Digital Advertising
  • Ad Exchange
  • Demand Side Platform (DSP)
  • Social Data
  • Geo Targeting
  • Geo Reporting
  • True Reach
  • Attention Advertising
  • Supply Side Platform (SSP)
  • Programmatic Audio
  • Decision Science
  • Cannabis Advertising
  • Direct To Consumer
  • Culture Advertising
  • Most Viewed Video Ads
  • CTV
  • Español
  • Walled Gardens
  • Webinar
  • Company News
  • eCommerce
  • illumin
  • Consumer Journey
  • Advertising Automation
  • Journey Automation

Archive

B2B marketing zone

B2B Marketing Zone
Marketing Help Business Content Customer More >>

acuity logo
  • Contact Us
  • Opt-out
  • Corporate Privacy Policy
  • Technology Privacy Policy
  • Terms & Conditions
  • AODA
  • Cookie Policy

© 2021 AcuityAds. All Rights Reserved.