Relevancy is no longer just a boon to ad effectiveness –– it’s a necessity.
According to recent reports by GlobalWebIndex, 17% of Europeans (significantly more than in the United States) use mobile ad blockers, and frustration with irrelevant ads is the number one reason consumers go out of their way to block advertising.
Location based targeting helps advertisers achieve the relevancy that modern consumers expect. But in order to be truly relevant to the European market, location targeting must reflect the brands and businesses popular in each country.
To address this need, Factual has launched Geopulse Audiences for Europe –– a collection of over 450 ready-to-use localised audiences designed to target European consumers. Localised segments are built using data on visits to regional and global businesses that are popular in the United Kingdom, France, Germany, Spain, and Italy.
With Factual’s Geopulse Audiences for Europe, advertisers can target consumers based on specific places they visit, or select behavioural segments that describe who consumers are based on their place visitation and behavioural patterns over time.
Dozens of “Brand Shopper” segments can be used to target mobile device users who have visited specific, branded locations.
This collection also includes twenty behavioral segments, and over 250 “Place Category Visitor” segments––which describe mobile device users based on the types (or categories) of places they visit. For example, advertisers can target visitors to beauty salons, farmers markets, wine bars, golf courses, sushi restaurants, bookstores, pet stores, and many, many more. All segments are built using data on regional businesses and points of interest.
Geopulse Audiences are available on a self-service basis via leading DMPs, DSPs, and data platforms. Log in to your preferred data partner’s UI and navigate to the 3rd party audience data marketplace. There, you’ll find global Place Category Visitors segments as well as localised Brand Shopper and Behavioural segments.
As always, advertisers can also use Factual’s web-based Geopulse Audience designer tool to create highly-customised audience segments tailored to their unique campaign KPIs. Factual’s Places data currently spans 22 countries and over 45 million places in Europe. Factual’s Location Strategy team is always available to help plan and execute location targeted campaigns globally.
Contact us to learn more about Factual’s Geopulse Audiences for Europe or global custom targeting solutions.