Location-Based Audiences for Back-to-School, Fall Sports, & Seasonal Events
BIA Advisory Services expects location-targeted ad spend to top out in 2018 at $22 billion, and to continue growing to $38B by 2022. As more advertisers increase their use of geotargeting for ad campaigns, we’re launching a new series today to share ideas for reaching location-based audiences.
With school just around the corner, expect advertisers to begin back-to-school campaigns any moment. Total spend during this time is expected to be $27.6 billion dollars, according to Deloitte.
To find a good back-to-school audience, think about the locations that likely shoppers visit, and the products that they’ll be purchasing. Reaching a broad, yet relevant audience can be achieved by finding shoppers at malls or big box retail, such as Target and Costco. You can refine the audience by also looking back at the 2-3 week period in August 2017 before school started to build your audience from this data set.
One item frequently purchased before school begins is new shoes. The back-to-school shopping season represents a great opportunity to reach out to shoe retailers for campaigns targeting their locations, as well as their competitors.
Playing Fall Sports
A Utah State University study showed that the average family spends over $2,200 each year on youth sports, collectively representing a $15B industry in the United States. It’s no surprise that sporting goods retailers, those with retail stores or ecommerce sites or both, gear up for this time of year.
From this perspective, it makes sense to work with advertisers who have physical sporting goods store locations, as well as the brands that are on their shelves. Adidas, Nike, and Mizuno, as well as smaller brands, want to reach the audience that shops at Dick’s Sporting Goods, The Athlete’s Foot, and Under Armour locations.
Seasonal Fall Events – Haunted Houses / Renaissance Fairs
As the Fall season approaches, we start to see more campaigns around seasonal events such as halloween, haunted houses, renaissance fairs, and state fairs.
There are two primary ways to find audiences for these types of campaigns. The first is to think about the demographic most likely to visit, such as college students attending haunted houses. The second approach is to build audiences based upon last year’s attendees, and building look alike audiences from that group. However, building location-based audiences from these types of locations can be a challenge, as they’re not typical “points of interest” and not always easy to find in an audience builder. Our new DIY POI (the do-it-yourself point-of-interest) tool that launches soon will let our customers draw their own custom geofence around these locations, then find the audience that visited these locations the previous year.
To learn more about building location-based audiences and geotargeting, complete the form below.