Hyperlocal marketing is serious business. It might take pinpoint-accurate targeting, highly specific creative, and careful choice in channels to get right, but when it works, it WORKS. Hyperlocal marketing can be the difference in success and failure for a new storefront or restaurant. It can mean creating pockets of brand fanatics in critical locations, which yields the most powerful marketing of all: positive word of mouth.
It’s also notoriously difficult to get right. A small error in targeting means wasted impressions and budget. The wrong channels can mean missing your limited audience where they actually spend time. You need the right tools to keep your budget focused, your targeting accurate, and your channels aligned with your audience’s real-world behaviors.
GroundTruth Ads Manager has every channel and targeting tool you need for hyperlocal marketing, and then some. And we have the case studies to prove it.
Hyper-Targeted Location Targeting for Hyperlocal Marketing
The first step to a winning hyperlocal marketing strategy is nailing down the right targeting. Unsurprisingly, targeting for hyperlocal marketing needs to be incredibly precise. Here are a few targeting methods you can use in GroundTruth Ads Manager to highly specific local audiences.
Proximity Targeting and On-Premise Targeting
With GroundTruth, you can reach people who are physically located in or near target locations with On-Premise and Proximity targeting. That means if they’re shopping in the same area as your store, you can us Proximity targeting to deliver ads with coupons or directions to your store directly to their phones. If they’re shopping or dining in a nearby competitor’s location, you can reach them using On-Premise targeting, reaching them in real-time when they’re in designated area.
In the context of a hyperlocal marketing strategy, these two targeting tools allow you to reach key audiences when they are physically located nearest to your business, or while they shop in similar places, both foundational audiences to localized campaigns.
The Power of Proximity
The Mint Museum, an art museum in Charlotte, North Carolina, used proximity targeting to reach people when they were nearby, driving nearly 1,000 visits at a cost of just $1 per visit.
Neighborhoods
While most location targeting ad platforms only offer radius-based location targeting, GroundTruth also offers our Neighborhood targeting tool, which enables marketers to target people in areas that demonstrate high visitation frequency to a specific store or location. That means targeting location-based audiences built on where they actually spend their time.
For hyperlocal marketing, Neighborhood targeting is an incredibly powerful tool, because you can build brand awareness, develop brand affinity, and drive sales in the geographic areas containing the people most likely to visit your location.
Neighborhood Targeting in Action
As part of their high-performing omnichannel campaign, belVita utilized GroundTruth’s Neighborhood targeting to reach people located nearby Target stores with high visitation rates, ultimately driving 221k in-store visits across the US for a total of $476k carted dollars.
Ad Channels that Work for Hyperlocal Marketing
When you’re building a hyperlocal campaign, picking the right channels is as important as getting the targeting right. At the end of the day, you want your brand to be a part of your customers’ day-to-day lives, and the best way to do that is by using the channels that are part of their day-to-day lives.
CTV
The average consumer spends 20.2% of their media time with CTV. With GroundTruth Ads Manager, you can deliver CTV ads to location-targeted audiences, driving awareness and foot traffic in key cities, zip codes, and more. That’s how Honey Dew Donuts tripled their store visitors over benchmark.
Digital Out-of-Home
Digital Out-of-Home (DOOH) is an excellent first step on the customer journey, driving powerful brand awareness in specific locations. With GroundTruth, you can target high-value areas with DOOH ads, as belVita did in their omnichannel campaign.
Digital Audio
If you’re trying to expand your brand’s presence in a new market, Digital Audio is a strong choice. Simply hearing the name of your business or product repeated can increase brand recall 4x, and with GroundTruth you can target audio ads from State level all the way down to DMAs or ZIP codes. And it works. When Gary’s QuickSteak fired up Digital Audio ads, they saw Sales Lift climb from 20% to 30%.
Mobile
When you want to reach your audience while they’re out-and-about, Mobile can’t be beat. With GroundTruth, you can reach people based on their real-time locations, delivering ads for your brand at just the right moment. Jackson Spalding, a top marketing agency, did just that, using GroundTruth’s Mobile ads in tandem with our Blueprint technology to create and retarget an audience of repeat visitors
Combining Tactics to Take Your Brand Omnichannel
Of course, the best way to drive hyperlocal success isn’t in any one channel or targeting method. It’s in combining the right channels and targeting for your brand and audience. With GroundTruth, your audience could pass your messaging on the street in a DOOH ad, then be retargeted with a CTV ad in their home, hear your Digital Audio ad while they listen to their favorite podcast, then finally, see your brand on a Mobile ad while they’re out shopping near your store. When you can reach your audience anywhere and on every channel, you can build an ecosystem that encourages any result, like in-store visits, sales, online conversion, or simple brand awareness.
Create your GroundTruth Ads Manager account today, and start exploring our platform (no minimum spend required). And, if you have any questions, don’t hesitate to contact us.
