Geo-Targeting: Managing an Effective Advertising Campaign
An effective online advertising campaign must be defined by the targeting of its audience; geo-targeting delivers ads and content specific to the exact location of the user.
Online advertising has become ever more sophisticated over the last decade, allowing marketing campaigns to target specific groups of customers through innovations such as contextual targeting and site-specific advertising. With the development of geo-targeting, online advertisers are now also able to target users in a particular country or region, and adjust the content viewed by users of their websites depending on their geographical location.
This advance in advertising technology is hugely significant both for multi-national online advertisers and for local businesses trying to develop an online presence. For the business owner, geo-targeting enables them to reach an audience within the local geographical area only, making the advertising campaign much more relevant and cost-effective. For the multi-national, it allows the display of adverts specific to the user’s location and can point them to local outlets, or give region-specific information. An effective online advertising campaign must be defined by the targeting of its audience; geo-targeting delivers ads and content specific to the exact location of the user.
The technology behind geo-targeting is relatively simple. The user’s IP address is cross-referenced against an IP database to pinpoint their geographical location; when they view a website the advertising space and the geo-specified IP address are sent to real-time bidding exchanges where advertisers have placed orders against specific geographical areas. The process ensures the right adverts are displayed in the right locations.
This makes it essential for advertisers to have the ability to monitor and control the appearance of their adverts across all websites and domains.
Geo-targeting is integral to the next generation of online marketing, and as advertising campaigns become more detailed and complex, the need for verification grows ever more important. An online advertising campaign may use a variety of different techniques, which may have to conform to a variety of different policies across countries and organisations. It is also vital that content appears accurately and correctly by location for the campaign to be effective. This makes it essential for advertisers to have the ability to monitor and control the appearance of their adverts across all websites and domains.
To run an effective marketing campaign, online advertisers require a reliable proxy service which allows them to research market potential, to view their campaign as it appears in each geographical location, and to verify performance and compliance.