How PaperBoy Ads Can Now Follow A Retailer’s Store Footprint
Posted on 7 April 2009 by Patrick FlanaganNo Comments
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Loading ...Via the ever deepening rich media platform that Pointroll rich media ads are built on top of (AdPortal + AdControl) is a new and exciting feature that many a retailer that has used PaperBoy ads have asked about.
Custom geographical based display ad targeting and reporting
Although this example is a simple break down of the US by states, custom geo regions for PaperBoy can be made up of multiple ZIP codes that form custom market groupings of stores
Retailers can finally define exactly how they want to break apart the US market for the purposes of targeting and/or reporting. This is a big deal to retailers as nearly all of them do what is called ‘versioning’ In other words, most retailers carve up the USA into many unique little segments of geography.
Some retailers stay pretty high level with this concept and lump the US into 5-10 geo sections. Others get really carried away with the concept and draw 100 – 200 unique lines on a US map. In either case, these versions (or sometimes called store groups) represent how a retailer views the world. Some of these versions are in very competitive regions. Others are geographical clusters of stores. Other still maybe setup around print zones / regional printers. It doesn’t really matter how the groups are defined in this case, but that these retailer specific geographic zones or regions do in fact exist at nearly every retailer.
Until now, all targeting and reporting was always done on standard generic geo regions like City, DMA or State. Retailers always had a really hard time relating (or translating) this generic information to their unique custom way of viewing geography. Basically, it was too difficult to massage the generic reporting data into custom retailer centric areas, that in prat ice very few every tried and fewer yet succeeded. Finally there is an easy way, that requires NO additional setup or inputs from the retailer, to offer this capability of custom geographical based targeting and reporting (which I suspect will be the bigger short-term application for retailers).
Current features contained within this exclusive Pointroll PaperBoy release include:
- Setting up unique placement level geography based delivery (eg targeting) rules which allow for a very specific ad creative to ONLY be displayed within the given custom geographical area defined.
- Detailed reporting by customer geographical region which allows any available dimension(s) to be rolled up by the various custom defined geo segments
- These custom geo groups can be made up of ZIP codes, DMAs or States. For most retailers, this would be best accomplished by taking the print versioning information given to ShopLocal and for ShopLocal to covert this information to a list of ZIP codes that would apply to each unique print version of the circular ad(s)
- No limit to the number of custom versions (or geo groups) that can be created per retailer
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