Advertising works best when you get the right ad to the right person at the right time. While it’s possible to flood the market with ads to a broad audience, it’s cheaper and more effective to focus your marketing campaigns.
Geofencing is one option that helps companies target their ads. Rather than targeting large markets and demographics that are not interested in their product or brand, companies can use geofencing to target specific geographic locations during a specific time. You can target any person who is either actively at a determined location or has passed through the location in the past 30 days.
Radius targeting and polygon targeting are two ways to use geofencing as part of your next ad campaign. Learn more about what they are and how Agility can help you get the right ad to the right people at the right time.
What Is Radius Targeting?
Rather than choosing a broad location like a city or region, radius targeting lets you select a geographic location and the radius around it. While the campaign is running, any consumer in the selected radius becomes your potential audience.
Geofencing and Radius Targeting
Some people like to use the terms geofencing and radius targeting as if they are the same thing, but at Agility, we see things a bit different. Geofencing is the broad idea of targeting a specific area with advertisements, and there are different ways to do it. Each has its own strengths and weaknesses.
Radius targeting drops a pin in a specific location and allows you to target users in a radius around that point. It doesn’t always have to be a large radius—it can also be used for narrow targeting. The radius can be as small as a few hundred meters or can stretch out to miles away. Depending on your specific needs and the location you’re targeting, you can shrink or stretch the radius.
For example, a political campaign for a seat in a local city council could set a point at the center of their district and have the radius cover its entirety. Any person who enters or lives within that radius becomes part of the ad’s target audience.
Radius targeting tools are a great option for a restaurant that wants to gain brand awareness and drive foot traffic to their store. It could also be a good option for a hotel or hospitality company that wants to advertise around popular tourist attractions or airports.
While radius target is beneficial for broadening brand awareness and driving foot traffic, the downside to it is audience contamination (targeting the wrong people at the wrong time). If the same political campaign only uses radius targeting, there is the chance that visitors to the area or non-voters will see the ad. It’s also possible to pick up bots or fake information, which will further contaminate the potential audience and in turn lead to wasted ad revenue.
Radius vs. Polygon Targeting
Polygon targeting is another way to use geofencing. Rather than setting a singular point and selecting a radius around it, polygon targeting selects a specific shape and size for the ad to target.
If you think of geofencing as a physical fence, radius targeting is a circle around a set point. Polygon targeting is a square, rectangle, triangle, or any other shape made of straight lines.
If you wanted to target a shopping mall and you were using radius targeting, you would try to center the pin on the mall, and then select a radius that hopefully covers the entire mall. In most situations, there would be sections of the radius that extend past the mall and flood over to neighboring stores or neighborhoods. While that slight overhang might be small, it can be a waste of marketing dollars.
However, with polygon targeting, you can be more precise about the location you’re targeting. Instead of circling the mall, polygon targeting would match the building’s specific shape and dimensions, so your campaign would only target people who are in or have passed through the mall. With this specific targeting, you would have more control of the audience you are advertising to, which allows you to create a custom ad that speaks directly to them and their pain points. This, of course, will help improve your click-through and conversion rates.
Ways to Use Polygon Targeting
Polygon targeting is preferable over radius targeting when you’re looking for a very specific and narrow target and you want to avoid as much audience contamination as possible. Suppose you operate a golf course and want to advertise deals on tee times. In that case, your campaign will work better with polygon targeting rather than radius targeting because it will help reduce the target audience and remove some audience contamination. With a more focused audience, you will see better conversion rates.
Polygon targeting can also help you directly target the audience of your direct competitor. It’s possible to reduce your ad campaign to anyone who has visited your competitor’s store, such as a local golf store in town. While this is possible with radius targeting, the exact boundaries of a circular geofence are less precise, which means the ad will also be served to people who were close to the store but may or may not be their actual customers. Polygon targeting provides a tighter limitation to geofencing, which can lead to a more focused advertising campaign.
Companies should choose polygon targeting when they have a very specific location or audience they are looking to target. Radius targeting can work great for larger demographics and broad areas, but polygon targeting is able to pinpoint who and where you are going to target.
How Can Agility Help?
The biggest weakness of radius or polygon targeting is audience contamination. Your ad is not going to be as effective if it doesn’t hit the right target. Agility helps reduce audience contamination by quarantining the data for 36 hours. During this time, we make sure that bots or fake IDs are taken out, which helps you target ads to your true audience.
Agility’s geofencing platform offers four times better performance than our competitors. We even offer a full-funnel programmatic solution to make sure you are always reaching the right audience to ensure the best results. Find out how the Agility self-service geofencing platform puts you in complete control when creating geofencing advertisements at every step.