The Wharton School’s associate professor of marketing, David Bell, argues that even Internet businesses, whose customers are potentially in unlimited locations, need to market their services at the local level.

What works in San Francisco may not work in Philadelphia. What’s relevant to residents in one designated marketing area (DMA) may not be relevant to residents in another.

That’s why, as comScore vice president, Brian Jurutka, points out, “locally targeted ads…represent a more efficient allocation of ad dollars.”

With the Mixpo platform, you can offer your advertisers the opportunity to allocate their ad dollars more efficiently by going local. The geotargeting process is straight-forward and cost effective.

1. Work with an advertiser to determine the target geographical unit. For example, will the advertiser deliver different content by DMA? Zip code? Area code?
2. Identify the location-specific content appropriate for each targeted unit.
3. Upload a TV spot and add overlays and other interactive elements to turn the passive spot into an active Xspot.
4. Embed one ad tag and dynamically deliver different content to viewers in hundreds of different geographic locations.

Overlays targeting distinct local audiences

This furniture store video used geotargeting to show viewers contact information for the closest retail location. Other geotargeting possibilities include:

• Promoting different offers to viewers in different cities, DMAs, zip codes, or area codes.
• Linking viewers to locally relevant websites, menus, and coupons.
• Delivering sales leads to the appropriate regional agent or representative.

Interested in learning more?

• Watch a geotargeted Xspot.
• Read a case study (in PDF format) about how a national insurance company used geotargeting to maintain brand consistency while generating local response.
• Learn more about how geotargeting works.