Yocto (Programmatic DSP) Revealed|Part 2: User Targeting – Geo Targeting

In the first part of this series, we described the seven key features of Yocto. Part 2 will expand on one of the features (Advanced Targeting) and explain how it is cleverly used in conjunction with the User Targeting tab. We will also show you how you can use it to benefit your campaign(s). Our User Targeting tab has four different targeting methods: “Geo Targeting”, “Device Targeting”, “Attribute Targeting” and “Day Parting” (more on the rest later in the series); each with a special method of targeting the right person in the right area at the right time.

We’ll be focusing on Geo-Targeting in this section and how the advertiser’s campaign can benefit the most by targeting their audience to a very precise level.

What’s So Special About Geo-Targeting?

John Wanamaker, a “pioneer in marketing” said: “I know that half of my advertising dollars are wasted. I just don’t know which half”. We understand that the purpose of programmatic media buying is to have ads target specific audience as best as possible and using geo-fencing is a great way to start. Since Yocto is a self-serve DSP platform, advertisers now have the ability to pick and choose which area or region they want to specifically target as well as filter out – from a whole country to the zip/postal code and down to a single street in a neighbourhood.

Here you will learn Yocto’s flexibility of Geo Targeting and how advertisers can target specific areas by using one or all of Yocto’s geo-fencing features: Add Target, or Hyperlocal Targeting (Circle Target, Shape (Polygon) Target or Square Target).

How Yocto’s Geo-Targeting Works

Ad Target’ Feature:

Not only are you able to select the country and state to target, Yocto also allows you to target by city, down to the zip code.

After you turn “ON” geo-targeting, start typing in the country, state, city or zip code you want your ad to appear in. Unlike other DSP platforms out there, Yocto allows the targeting of any global zip or postal code. For example, if an advertiser wants to target people in the “90210” zip code area in Beverly Hills, they can simply enter ‘90210’ in the search field, click “+Add Target” and a green location stamp will appear in the area (Figure 1). This allows for more precise targeting as opposed to selecting the whole state of California when the advertiser only wants to target people with the 90210 zip code.

Figure 1: Green location stamp is targeting all of the 90210 zip code area

Same thing applies to if you want to target a city. Simply type in the city you want to target (Figure 1.2) and your ad will be served to everyone in that city. But it doesn’t stop there! It gets better…

Figure 1.2: Green location stamp is targeting all of the city of Beverly Hills

Advertisers can feel comfortable and know that their money is being used in the most effective way possible by using the functions on the right of the map. You can easily use three colours (green, red, grey) to determine where your ads will be served. For example, if you want to serve your ad only in 90210 and Beverly Hills but not anywhere else in California or the U.S., click the small vertical bar on the left of the location to make 90210 and Beverly Hills “green”. Click the bar until it turns “red”. This means that your ad will only serve those within the 90210 and Beverly Hills area and the will never pop up in other areas except the ones you’ve set to green [Figure 1.3]. If you set a location to “grey”, it means that the area is ignored and ads may or may not be served there [Figure 1.4].

By doing this, you will get the best return on your investment and save money that could have been spent in areas that are not relevant to your ad.

Figure 1.3: Select “Green” to turn on targeting in the area

Figure 1.4: Select “Red” to not target and “Grey” to ignore targeting

Benefits of Geo-Targeting

If you want your targeting to be even more specific than the above, the Hyperlocal tools will come in handy [Figure 2]. These can help you target and narrow down people in a certain area of the zip code, a specific store or intersection.

Figure 2: Three drawing tools to choose from (Polygon, Circle, Square)

There are three ways you can target your audience using these drawing tools:

2) Hyperlocal Circle Drawing Tool:

How to use it
Draw a circle to cover the radius you want your ad to be served in or type in the exact coordinates of the area [Figure 2.1]. Advertisers can now type in the exact distance or radius around their storefront or business.

Figure 2.1: Click on the radius and type in the radius

You can also enlarge the circle by clicking on any of the white mini circles in the middle or border of the large circle and expand it with your mouse. In case you place the circle in the wrong area, click the undo button and it will move back to its original spot.

Small and large businesses like to use this tool because their ad can pop up on a customer’s phone when they step inside the radius. For example, if Starbucks in Beverly Hills wanted to bring in more foot traffic, they would use the Hyperlocal Circle tool to draw or type in the coordinates of the radius around the store. Starbucks can expand the target radius to as far as they want depending who they want to target. Therefore, whoever steps inside the circle will receive a Starbucks ad.

2) Hyperlocal Polygon Drawing Tool:

How to use it
If you don’t want to draw a radius, the Polygon Drawing Tool will give you more freedom as to where you want to target. Simply drag the lines to create any shape you want around the targeted area.  Just like the Circle Tool, you can create multiple targeted areas and re-name them to make things easier (see Figure 3).

Figure 3: Target specific neighbourhoods nearby

For example, restaurants that have food delivery services like to use this to serve their ads in neighbourhoods or areas that are closely grouped together. For example, Domino’s Pizza near the neighbourhoods or business districts shown in Figure 3 may want to draw a shape around the targeted area for their ad to be served during lunch or dinner time. People will see this ad and might call Domino’s Pizza to deliver right to their doorstep.

This tool can also come in handy for political parties who want to advertise in their own electoral districts. For example, if south of Richmond Hill is more Liberal, then the Liberal party would use the Polygon Tool to target people in neighbourhoods south of Richmond Hill. The Liberal party can therefore have their ads about their platform served to supporters in that designated area only. Or, they can strategically place it in neighbourhoods that are not very Liberal and try to convert them.

3) Square Drawing Tool:

We also offer a tool that creates a perfect square. This can apply to anyone and anywhere.

Yocto’s geo-targeting mechanisms makes sure that by being as specific as what is shown above, users can target the exact spot they want their campaign to be served in. From a geographical standpoint, it’s about showing the right ad to the right user at the right place. We go beyond only allowing advertisers to only target a city, state or country . Instead, they can get down to the postal code and to the exact location of the store, building, neighbourhood, etc. This is how advertisers can get the most amount of return for their ad spend.

As Yocto strives to live up to its name, and target (and measure) to the smallest unit – we also attempt to alleviate John Wanamaker’s 100 year old problem and truly eliminate the wasted half of his ad spend.

Come back Tuesday for Part 3 in this Yocto (Programmatic DSP) Revealed series where you will learn how to target your audience based on the type of device they’re using; whether it be a phone, computer, tablet, or even smart television or gaming system.

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