Factual introduced this morning that it’s increasing its Geopulse ad-targeting suite, with new merchandise designed to assist advertisers measure whether or not their campaigns drive in-store visits, and to present them extra steerage on general technique.
It’s possible you’ll do not forget that Factual was based a decade in the past by Gil Elbaz, with the goal of creating an open repository for knowledge. Over time, the corporate turned targeted on location knowledge, and on discovering methods to make use of that knowledge in promoting.
“We’ve all the time been laser-focused on the situation knowledge,” Elbaz stated. “Once we take into consideration new use circumstances for entrepreneurs, we take a look at it as, ‘How can they leverage our industry-leading location knowledge?’ ”
Geopulse already included Viewers (focusing on advertisements primarily based on location knowledge) and Proximity (geofencing). The primary of the brand new merchandise is Geopulse Insights, which Elbaz stated takes “the guesswork out of how one can translate the goal audiences that we catalog [and turn them] into actionable focusing on methods.”
Which means taking a look at knowledge concerning the viewers that an advertiser is making an attempt to succeed in and developing with suggestions on how one can goal and what the message must be. Elbaz instructed that as extra advertisers embrace dynamic inventive, the place completely different customers see completely different advertisements, Insights might assist manufacturers get smarter about that personalization.
The opposite addition is Geopulse Measurement, which helps manufacturers perceive whether or not their advertisements are literally convincing folks to go to their shops. This could embrace A/B testing completely different advertisements to see which of them are driving extra visits. The information is delivered in actual time, so campaigns will be persistently tweaked to enhance efficiency.
Just about each participant in digital media and promoting is making an attempt to measure in-store visits lately, however Elbaz stated Factual’s method stands out due to the accuracy and scale of its knowledge. Plus, it integrates with present advert platforms (equivalent to Viant).
“They’ll leverage [the data] together with lots of the companions and advertising clouds that they’re already utilizing,” Elbaz stated.
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