New technology solves geotargeting problems in in-app advertising
Amsterdam, 8 June 2021 – MarTech specialist Adcombi today launches a new technology that solves long-standing geotargeting issues in mobile and in-app advertisements. The Polygon Targeting technology massively boosts the accuracy with which the advertisement area can be specified. Polygon Targeting also enables advertisers to combine local programmatic campaigns with offline advertisements. Media agency UM, part of the IPG Group, is one of the first partners to successfully implement Polygon Targeting.
Geotargeting is one of the most popular forms of advertising. Many marketing professionals use this type of targeting to focus advertising directly on users in a specific location or area. Before the launch of Polygon Targeting, mobile in-app geographical targeting involved the following: for an advertisement area, such as a neighbourhood or city, a large radius is determined within which the ads are to be displayed. However, geographical peculiarities within this circle are not taken into account, with potentially undesirable consequences. For a local retail campaign in Londen, for example, a large number of users were shown the ad in question, but about half of them were on the wrong side of the Thames.
A long-standing problem in in-app advertisements finally solved
Adcombi recognised that such a circle was too crude a measurement, and devised a solution to much more accurately determine the geographical division of an advertisement area. The MarTech specialist claims that the new technology achieves an impressive 95% coverage. Auke Boersma, CEO of Adcombi: ‘Our Polygon Targeting technology solves a long-standing problem with in-app advertisements. I am convinced that the technology will give the digital transition of (hyper)local advertising a massive boost. This is confirmed by the results of the first campaigns with German media agency UM. By using programmatic advertising to connect the right target groups to the closest (sales) locations, we can significantly increase sales for retailers’.
Inga Schlebusch, Managing Partner at UM: ‘Local and regional marketing is becoming increasingly important for our clients in the FMCG, automotive and retail sectors. I’m pleased that Adcombi’s smart solution now makes it much easier for us to plan and book the advertisement areas in programmatic in-ad campaigns. Building local campaigns and target groups has never been so efficient and effective’.
Adcombi provides brands and retailers with SaaS technology to launch ad campaigns across the country, while individual branches can use the self-service MarTech solution to simultaneously create hundreds of campaigns tailored to the local market, and launch these local communications programmatically. In the Benelux and DACH regions, brands including Unilever, Jumbo, Volkswagen, Heineken, Opel, Coca-Cola, Volksbank Raiffeisenbank and Rabobank use Adcombi’s technology. International agencies such as GroupM, Dentsu, Havas Media, IPG Mediabrands and OMG also work with Adcombi technology. For more information, please visit the website: https://www.adcombi.com.