Factual Rolls Out Place-Based Custom Audience Building Tool For ‘Smarter’ Ad Targeting
The Geopulse Audience Designer can, for example, allow a healthy snack brand to target moms who shop at Whole Foods or Trader Joe’s but do not visit fast food restaurants, says Factual CMO Brian Czarny.
Factual is continuing to refine its ad targeting tools that reflect brands’ demand for personalization based on what consumers’ location patterns say about their product interests.
With that in mind, Factual’s Geopulse Audience Designer is being released to advertisers with promise of a greater ability to accurately target based on precise real world behaviors –– “so they can reach the right consumers with the right message, every time,” says Factual CMO Brian Czarny.
One of the features of the Geopulse Audience Designer is “Smart Search,” which is “integrated directly into the Audience Designer for seamless targeting of over 130 million places, chains and points of interest across 475 categories.”
The targeting itself also allows placements to be based on days and times audiences visit points of interest throughout the week. Audiences can also be shaped by “place visit attributes” such as frequency, day-of-week and time-of-day, or limited to a specific date range.
The update comes a few months after Factual rolled out Geopulse Insights, which was intended to enhance demographic information about brands’ customers based on the place history they create. That was joined by Geopulse Measurement, which helps marketers understand the real world impact of their media investment by integrating in-store visitation data into campaign performance metrics.
GeoMarketing: How do you see the purpose and need behind Geopulse Audience Designer: is it to get more granular, personalized data for ad targeting and place-based analytics? Or do you see it more as compensating for the problems often associated with poor geo-data signals?
Brian Czarny: The Geopulse Audience Designer is a tool for marketers and advertisers to use Factual data to create targeted custom audience segments. The user-friendly interface makes it easy to select granular audience attributes and apply that audience to digital programmatic campaigns immediately.
That said, the designer addresses both of the needs you outline. It makes it easy for marketers to build granular and tailored audience segments for targeting, and it is powered by Factual’s high-quality location data (thereby avoiding problems commonly associated with low-quality data sources).
What kinds of use cases do you expect clients to employ Audience Designer for? And do those use cases extend beyond ad targeting to the kinds of work you’ve don’t for non-ad clients such as WeWork and Uber in terms of helping them understand specific locations better?
The Geopulse Audience Designer can be used for any digital campaign for which advertisers and marketers want to reach targeted audiences. It’s for advertising specifically, and can be used for any vertical — auto, CPG, entertainment, retail, you name it — and the designer can create a custom segment.
For example, a healthy snack brand may want to target moms who shop at Whole Foods or Trader Joe’s but do not visit fast food restaurants.
How do you perceive the value of “enhanced” Smart Search? Is this meant as a DIY dashboard tool for clients to use on their own?
Smart Search helps advertisers easily discover, design and build nuanced audiences with ease. Smart Search within the new Geopulse Audience designer automatically offers suggestions of chains and categories that might be relevant to the intended audience as designs are built.
Smart Search is just one of various features within Geopulse Audience that empowers users to design campaigns in an easy-to-use, self-serve environment. That said, all Geopulse Audience users gain access to premium services, such as personalized support and custom strategic recommendations, in addition to the self-serve experience.