Online ads usually aim to garner impressions and clicks, but a new collection of geo-targeted Honda ads focused on driving customers into showrooms rather than simply engaging online. At the core of this new ad campaign is geolocation-based technology. Utilizing offerings from GroundTruth, Honda targeted people most likely to buy a car using location-based data. This data was gathered from users' information from visits to areas that include multiple second-hand dealerships and competitor showrooms.
Geotargeting was also used in these Honda ads to clarify a person's actual intent to buy a vehicle. The ads will also use geotargeting to determine whether ad exposure actually drove customers to in-store visits and whether it would lead to incremental visits. This form of specific geotargeting is fairly new in the advertising space as it focuses more on individual customers rather than a multitude of buyers.
Image Credit: Honda