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
What's Driving This Trend
- Geolocation-based Advertising
- Using geolocation data to target specific audiences and drive customers to physical locations presents disruptive innovation opportunities for the advertising industry.
- Intent-based Geotargeting
- Utilizing geotargeting to determine customers' intent to purchase a product or service opens up disruptive innovation opportunities for ad campaigns.
- Individualized Geotargeting
- Focusing on individual customers rather than a mass audience through geotargeted ads can create disruptive innovation opportunities in the advertising landscape.
Who This Affects Most
- Automotive Industry
- The automotive industry can capitalize on geolocation-based advertising to drive customers into showrooms and increase sales.
- Advertising Industry
- The advertising industry can leverage intent-based geotargeting to deliver more relevant and effective ad campaigns to potential customers.
- Data Analytics Industry
- The data analytics industry can benefit from individualized geotargeting by providing insights and tools to optimize geolocation-based advertising strategies.
