How Geotargeting Enhances OTT Advertising Effectiveness

How Geotargeting Enhances OTT Advertising Effectiveness With this strategy, you deliver specific ads to viewers based on geographic location.

6 Ways Geotargeting Strategies Create More Effective OTT Advertising Campaigns

1. Get Granular

From a broad perspective, you can target users in different states or countries with content made just for them. If you have a local business, you can pinpoint viewer segments even further with granular targeting. Segment your users by city or ZIP code to attract prospects from your own community.

Capture a neighborhood or expand your reach to a region. This strategy ensures you're giving your audience relevant, valuable information, which boosts engagement and leads to conversions. For example, users click on local ads about 20% more frequently than they do on national ads.

2. Harness GPS Data

A geotargeting strategy known as geofencing tracks users based on their device's GPS signal. You can encourage them to visit your location with OTT ads automatically delivered when they enter your "geofence." To gain a competitive edge, you can also push ads to audience members when they're near your competitors.

For example, you may want to target users within 10 miles of your retail store. GPS targeting even allows you to send personalized ads based on factors such as weather data, which can be helpful if your business holds outdoor events.

3. Add Location and Call Extensions

Boost the efficacy of geotagged ads by making it easy for customers to connect with you. You can add a call extension to the call to action so they can reach someone from your brand at the push of a button. A location extension links them with a map to your address for seamless navigation. In a McKinsey & Company report, 75% of respondents said they're more likely to buy from a brand for the first time when the company makes it easy to navigate to their location.

4. Perfect Your Timing

Geotagging gives your users relevant messages at exactly the right time, dramatically enhancing their experience with your business. These factors increase engagement and build each prospect's recognition of and connection with your brand.

5. Refine Your Approach With Data

Collecting and analyzing the robust user data derived from geotagged ads gives a deeper insight into your customer base. As a result, you can further refine your targeting strategy based on their actions and preferences when interacting with your brand.

6. Optimize Your Resources

OTT ads can potentially reach a massive audience. For maximum efficacy, ensure you're not spending money to reach out to users outside your target marketing segments. When you want to focus on people in a specific geographic area, geotagging limits your message to the intended group.

Explore the impact of a comprehensive OTT geotagging strategy on business growth and other objectives. According to a report by the University of South Carolina, 95% of Americans have a smartphone or internet-connected device, and about 70% of those users grant permission to share location data with businesses. Contact Lightcast today to schedule a consultation with one of our knowledgeable over-the-top media specialists.