balihoo local display advertising - a field guide for multi-location brands

ADVERTISINGA FIELD GUIDE FOR MULTI -LOCATION BRANDS

L O C A L D I S P L A Y

National brands leverage display advertising to effectively push highly-visual and engaging

messages across 90% of internet users worldwide. Adding micro relevance takes it to the next level.

A location-based ad is a digital ad that is served through geo-targeting and whose message is customized for that user, at that moment, in that place. These ads are triggered by the search behavior, a website visit (remarketing) or the characteristics and affinities of the individual.

02 LOCAL DISPLAY ADVERTISING A FIELD GUIDE FOR MULTI-LOCATION BRANDS

WHAT IS A LOCATION-BASED AD?

Display Ads, also known as Banner Ads, are graphical advertisements on websites. They typically include both text and images, but can also include video, audio, and interactive components.


WHAT ARE DISPLAY ADS?

728x90

160x600

EXAMPLE AD HERE

336x280

WALLED GARDEN NETWORKSAd networks that offer inventory on a curated set of web properties. These types of networks typically offer performance data and analytics tools within their buying interface.

POPULAR OPTIONS: » Google Display Network » Facebook

REAL-TIME BIDDINGA means by which ad inventory is bought and sold on a per-impression basis, by multiple ad networks that place bids simultaneously, for the same impression. After winning an impression, the winning ad network then serves up a display ad from one of its many advertisers.

POPULAR DEMAND-SIDE OPTIONS: » AppNexus » The Trade Desk


WHERE CAN I ADVERTISE WITH DISPLAY ADS?

» 91% of retail sales occur offline2

» Consumers want ads customized to their location1

» Micro-relevant messaging grabs attention » Using a location drives an increase in conversions » Geotargeting creates easier online-to-offline attribution


WHY LOCALIZE NATIONAL ADVERTISING?

BUSINESSES WILL SPEND $15 BILLION PER YEAR ON MOBILE, LOCATION-BASED

ADVERTISING BY 2018.

Ads that are personalized and relevant to the consumer in the exact moment in time are powerful. Here are some best practices for reaching relevancy:


THE FOUR PILLARS OF LOCATION BASED ADVERTISING

CUSTOM AD EXPERIENCES

Geo-modify the creative - always make sure to include your location address, general area, or local logo

Text/images should reflect actual surroundings - include elements that feel familiar to target consumers

Time of day is key - for most calls to action, only display ads during open times

A

C

D

B

Utilize data to pull in market attributes (such as weather, neighborhood, landmarks, street names)

Many data points are available for targeting and customizing ad experiences. All of these data points, when working together, create Micro-Relevance in advertising messages.

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Combinations of data, such as remarketing data and location, are incredibly powerful.

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Consumers are becoming more comfortable with sharing data online and allowing online properties to use this data behind the scenes. There has never been more knowledge about individual consumers online than there is today - use it to your advantage!

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AUDIENCEDATA

TIME OFDAY

AGE WEATHER

LBA LOCATIONGENDER


ROBUST AUDIENCE DATA


Get down to zip codes - only targeting those that will realistically visit your brick and mortar location rather than a competitor’s.

Target searches in the vicinity, not about the vicinity, and maximize your bids - these will be small but mighty campaigns!


STRICT GEO-TARGETING


Connect online to offline! How are the ads influencing in-store purchases?

Look at the ad serving window and sales generation soon after.

Insert promo and coupon codes.

Ask your customers via survey. Survey urls can be added to receipts or emailed to customers using POS data.

Optimize your campaigns based on conversions!


ATTRIBUTION

LAYER TARGETING FOR INCREASED RELEVANCY

Demographics - use age, gender, and parental status if applicable to your best customer segments.

Market - Use zip-code level data to find the micro-markets that convert. Analyze frequently and adjust.

Remarketing - Many networks offer the ability to advertise to previous visitors to your site - always utilize this feature! Combine remarketing with location targeting for incredible results.

Daypart - Only run ads for all locations at the same time IF they all exist in the same time zone. Using a sub-account for each location is the best way to manage campaigns across multiple time zones. Also, spend time optimizing towards peak hours and open hours for each location.

Interests and Keywords - The availability of detailed audience segments in networks such as Facebook and GDN are astounding. These are compiled using search and browsing behavior, alongside audience attributes and affinities.


KEY CONCEPT #1

DYNAMIC CREATIVE IMPROVES RESULTS

When programmatic buying strategy and visual marketing work together as a pair, magical things happen. Localized display ads see 315% higher click-through rates, when compared to national display ads.3


KEY CONCEPT #2

Think about using the same data-rich signals that inform your campaign setup directly in your display ad. Start with address and city of the location, then consider folding in location-level promotions, inventory levels, and hours of operation.

Use dynamic images to further customize local advertising. Use photos of local landmarks, or a photo of the actual location or manager to build relevance with local consumers. Brands with independent distributors will often dynamically insert the local logo, to boost recognition.

Rely on an automation platform, like Balihoo, to create localized display ads at scale and update them daily based on daily conditions such as weather or inventory levels.

BUILD YOUR AUDIENCE, RETARGET, REPEAT.

Retargeting (Def): When online advertising is targeted to consumers based on their previous Internet actions, specifically, visiting an advertiser’s website. Every time a new visitor comes to your site they are in essence “remembered”. Later, when that visitor is browsing the web, your retargeting provider knows to serve your ads to the visitor.

Retargeting works well because your ads are shown only to people who have shown interest in your products in the recent past. Retargeting ads can also be highly customized based on what you know about that user – which products they viewed, for example. This unique insight makes retargeting programs very powerful, and an important part of a healthy strategy.

DON’T HAVE A RETARGETING LIST? BUILD ONE!It can take as little as 4 weeks to build a strong, qualified retargeting list that

can be used for keeping interested consumers coming back to your website for consideration.

Get retargeting codes (aka pixels) in place on your website. You may want to use pixels from more than one ad network, such as Facebook Ads and Google AdWords.

Design localized, dynamic ads for each market with a call to action such as “Learn More!”, encouraging click-through.

Carefully select your display campaign audience using principles of hypertargeting and location-based advertising.

Launch, and begin building your list! It won’t take long until your list of purchase-ready consumers is ready to retarget.


KEY CONCEPT #3

STEP 01

STEP 02

STEP 03

STEP 04


WHO IS USING LOCAL DISPLAY ADVERTISING

Optometry Retailer Objective is to sell more sunglasses during summer in sunny locations. Serve ads only when UV Index (a measurement of the sun’s UV rays) is high in each market.

Home Supply Retailer Objective is to sell power generators in the days leading up heavy storms. Launch weather-notifying campaigns during storm warnings, near store locations with generators currently in stock. Shift daily budgets away from out-of-stock stores as inventory declines.

Retailer Co-op Objective is to sell branded GPS units in local markets at big box stores at a higher rate. Serve ads in micro-markets for products that are currently in stock.

Beer Brand and MLB Partnership Launch display campaigns for 48 hours prior to MLB home games in priority cities with low ticket sales. Include ticket discount code and beverage coupon.

When you can no longer optimize display campaigns for EACH location as if it was your ONLY location, you’ve gone too long without an automation strategy.


WHY AUTOMATION IS CRITICAL

Efficient - Marketing managers save 90% of campaign setup and maintenance time when switching to automation.

Real-Time - Automation platforms such as Balihoo can pull 3rd party data from almost any source and use it to trigger campaigns, adjust targeting, and update creative.

Optimized - by allowing automation to create, maintain, and end all of your campaigns across all of your locations, you’re conserving all of your time for strategy, analysis, and other high-value functions.

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BALIHOO IS DIFFERENTFor every campaign you run, Balihoo builds hundreds or thousands of customized, geo-specific versions of your professionally developed display ads. This means you receive the benefit of increased performance that a local strategy affords, while avoiding the headache of generating individual campaigns and assets.

And, since we integrate with AdWords, Bing, Facebook, Instagram, and RTB, you know your campaigns are achieving the broadest reach, using the most precise targeting technologies in the market.

WITH BALIHOO, LOCAL DISPLAY ADVERTISING BECOMES NOT ONLY POSSIBLE, BUT INCREDIBLY EFFICIENT AND EFFECTIVE.


Creative tools already exist to build dynamic ads, but the

problem is that very few of those tools are built alongside a media

trading operation with a direct tie to a programmatic engine. A

programmatic engine relies on data to improve targeting efficiency. Without ties to a programmatic engine, brands may be reaching

the right consumer — but the messaging might be irrelevant to

that specific person.

— Jim Caruso, MediaPost

BALIHOO DISPLAY ADVERTISING

ABOUT BALIHOO

Balihoo is the premier provider of digital advertising technology for national brands that need to market hyper-locally at scale. By improving the relevance of search, social, and display ads

over other ad technologies, Balihoo is proven to increase click-through-rates and decrease average cost-per-click, while removing manual tasks and setup time for campaign managers.

1. https://searchenginewatch.com/2016/11/11/why-local-matters-even-for-national-advertisers/

2. https://ycharts.com/indicators/ecommerce_sales_as_percent_retail_sales

3. Ipsos MediaCT sponsored by Google, 2014 Ad/Doubleclick for comScore