With shifting consumer behaviors and highly nuanced preferences, a one-size-fits-all approach to audience targeting is no longer an effective way to maximize advertising campaigns. As marketers aim to bring more precision to their media strategies, understanding who and where their target audiences are has never been more important. At Locala, we recognize the pivotal role that accurate audience insights play in pinpointing the right consumers, with the right messaging, in the right locations. Let’s delve deeper into some pivotal axes of audience discovery powered by our insights and planning solutions.
Discovering Audience Potential Based on Socio-Demographic Profiles
Locala’s Audience Explorer feature allows advertisers to delve into consumer potential based on specific socio-demographic criteria. By leveraging location-based, socio-demographic insights, brands can identify areas where their target audience is most highly concentrated, ultimately pinpointing locations that are primed for engagement.
Taking things a step further, advertisers can then start to refine their main personas at the local level. With these insights in hand, marketers can craft tailored creative messaging designed to resonate with specific groups of consumers. This enables brands to address their core markets with efficient marketing strategies designed to increase engagement and deliver return on investment.
Discovering Audience Potential Based on Brand Affinity
Dynamic Commerce Areas (DCA) is a cornerstone of our audience capabilities, going beyond traditional demographics to identify the business potential for a given brand in any market. Our DCA insights analysis serves as a potent tool for discovering audience potential based on brand affinity.
By interpreting affinity metrics within DCA, advertisers gain unprecedented insights into the preferences and loyalties of consumers towards specific brands at the hyperlocal level. These granular insights allow advertisers to identify pockets of consumers with a heightened affinity for particular brands within specific geographic areas.
For instance, imagine pinpointing consumers with a strong affinity for McDonald’s across 9 zip codes, reaching a staggering 459K potential customers. Conversely, to support conquesting efforts, brands can identify and target consumers who have high affinities towards their competitors. This allows marketers to eliminate wasteful spending by connecting with their most qualified audiences with messaging tailored to the consumer.
Audience Precision: The Path to Campaign Success
By unlocking consumer insights surrounding socio-demographics and affinity, advertisers gain a comprehensive understanding of their target audiences at a hyperlocal level. Armed with this knowledge, advertisers can plan more precise and effective ad campaigns that resonate with consumers on a personal level, driving meaningful interactions and ultimately, conversions.
As more and more marketers are tasked with bringing precision to their media strategies, understanding the intricacies of their target audiences’ demographics, behaviors, and brand affinities is key. At Locala, we recognize the pivotal role that accurate audience insights play in this process, and using advanced, location-based data, we’ve been able to help marketers unlock new advertising opportunities and deliver return on investment for their brands.
Want to learn more about Locala’s audience discovery capabilities? Contact us now.