Smartphones have become an essential accessory to our lives. They give us directions, keep us on top of trends, pacify our misbehaving children, and even come through when we need a flashlight. Some people, get a load of this, even use them to exchange verbal dialogue with another human being. Wild! The data in each of these devices is as individual as their users and each one has its unique device ID. When this device ID is connected with the possibilities of geo-fencing, marketers can custom target an audience for amazingly efficient ad deliveries. Making use of all this data to deliver your ads to very specific audiences is what programmatic advertising is all about.
According to a 2018 study by the Pew Research Center, 77% of Americans own smartphones. When broken down demographically that number changes quite a bit. It leaps to 94% among ages 18-29, holds strong at 89% for the 30-49 set, cruises through the 50’s at 73%, and falls drastically after 65.
With the overwhelming reliability and usage of digital devices for communication and entertainment,a wealth of consumer data has emerged. Although anonymous, this data is gathered specifically for marketing purposes. As a result, this is an exciting time in digital marketing because we can target more effectively and efficiently than ever before.
If programmatic advertising isn’t at the forefront of your digital marketing plan, you are wasting precious marketing dollars on people who couldn’t care less about your products and services. One way to leverage programmatic advertising to market more effectively is device ID (D-ID) which utilizes geo-fencing.
Yes, I just used a lot of industry jargon. I’ll explain.
What is Device ID?
This technology doesn’t just apply to smartphones, but all digital devices. Laptops and tablets are just as, if not more, useful when it comes to obtaining digital data.
With 3 of every 4 people walking around with devices, how do you reach the people you truly value without going broke in the process? Well, you go where you know your people are…or at least where they were.
With device ID, we are able to literally draw a digital perimeter around a building on a map, and only target the specific devices that entered that area during any given period of time. You can make that area the size of Texas or a taco truck, depending on how you decide to target users.
At first glance, this just seems like a digital footprint, but it’s actually so much more.
How is D-ID used in advertising?
Geo-fencing paired with D-ID targeting allows you to designate events that occurred in the past and draw a perimeter around them in order to track individual devices that were there in attendance. The data goes back for years for a “fenced” location to show frequent visitors, give a larger data set for key demographics, and even reveal a general location where their most frequent customers reside. No DeLorean required.
Not only that, aggregate data can be analyzed to pick up trends, tendencies, and valuable demographic information on all attendees. With proper analysis, we can find the exact people you want to reach and serve them your ad next time they open their favorite gaming app. Some of the ways that we have been able to leverage device ID for our clients include:
- Visitor Targeting: Reach consumers who have visited target locations in the past, regardless of where they are now.
- Conquest Visitor Targeting: Reach consumers who have visited your competitor’s location.
- Home Address Identification and Reverse Append: Link device IDs to home address, and vice versa.
- Household Extension and Lookalike Targeting: Expanded audience segments that include other devices in the household and/or audience members with the same demographic and behavioral attributes.
Here’s a recent success story for a client campaign we ran here at ODDS Marketing.
- The names and locations have been changed to protect the (seemingly) innocent account managers who don’t want their strategies made public.
A guy walks into a bar – because he owns the bar. This is not a joke, stay focused. Where was I?
Our client owns a bar and he likes to plan a huge event around an annual Texas festival that has very particular fans and historically massive turnouts. Using D-ID we were able to geo-fence the festival and go back over years to target anyone who attended this festival.
Here’s the best part: By drawing a geo-fence around the bar on the night of the event we could not only give a report on the number of people the ad was served to, but we could also provide detailed information on anyone who saw the ad and physically attended the event. We could even tell the client how long they stayed inside the bar, and retain the data for future retargeting opportunities. This is as good as data gets!
There is so much relevant consumer data stored in each of our digital devices that the knowledge gained can even seem a little creepy.
Here’s why it’s NOT creepy
Let’s take the bull by the horns here.
Yes, there are many horror stories online about people abusing their access to global positioning information. An article from last year on NPR brought forth two separate instances where users were served ads after being targeted specifically because they had visited certain medical providers. One marketer was even banished from Massachusetts for using this tactic to address and denounce a very sensitive procedure.
Device ID data is thoroughly, aggressively anonymized. Those who were served ads in Massachusetts received them because of where they had been, not because of who they were. That didn’t stop the people who saw these ads from feeling personally targeted at a sensitive moment. Let’s be real, they had every right to feel that way.
It was truly a worst-case scenario.
As bad as it was, this is a great example for anyone hesitant to adopt a campaign that includes device ID.
One positive takeaway is that privacy laws were upheld and enforced. The proper consequences were dealt out. This useful technology of D-ID was abused, and the perpetrators were exposed and punished. Bad people who did terrible things got what they deserved. Moreover, the people who they promoted probably still have a bad reputation in the community.
There are no excuses for these practices, and we here at ODDS are just as bothered by them as you are. However, this shouldn’t sour you on employing an extremely useful and invaluable tool into your digital marketing strategy.
The goal of every marketing campaign is to have an open and honest conversation with a receptive audience about a product or business that you represent. Digital harassment isn’t just bad marketing, it’s just plain bad. Bad for business and bad for morality. It’s probably bad for your teeth too (something to do with acid reflux…maybe).
If you agree, great! We love to do business with righteous folks. This data is available and can be used in some very keen ways that are mutually beneficial for everyone. Our promise is to always use it ethically, and we hope you want to work with an ethical agency.
Your Digital Position
At ODDS Marketing, the “D” stands for digital. No, not that one…the other one. The green one.
Digital devices record and track an overwhelming amount of data, it’s what they’re designed to do. Certainly, there are a lot of questions surrounding how geo-fencing is utilized, but it all comes down to responsibility. At the end of the day, for people who use it properly, device ID is an extremely effective tool. A tool that can spare you from paying for impressions with a low conversion rate and get you directly in front of your ideal audience. Device ID is much more than a digital footprint, it’s digital DNA. Everything about your perfect prospect is locked in the code, you just need the right people to decipher it for you.
Even then, the data from D-ID is just one part of the digital spectrum that is programmatic advertising.
At ODDS we see amazing potential in the employment of D-ID, but even the most precise delivery is only as good as the message. That’s why we provide analysis, content, design, and all of the other services that we can tailor to your brand, with your voice, and deliver to your potential customers.
Get together with us at ODDS. We’d love to optimize your ability to make lasting connections and reach more clients right when they need you the most. That’s our thing, and we really love it.