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For Taptica’s Lead Gen Strategy, Local Focus Works Best, Even For National Efforts

Location often trumps age and gender when targeting certain demos, says Taptica's Sigal Bareket.

Taptica's Sigal Bareket
Taptica’s Sigal Bareket

A blind review of three Taptica mobile campaigns aimed at SMS, gaming, and travel app users  showed how different campaigns across three marketing categories resonated well in the following three U.S. cities: Anacortes, WA, Jacksonville, FL, and Washington, DC.

All the campaigns by the mobile lead gen company were national in scope. But the central element that made the difference in driving engagement were messages that tapped into some local flavor or connection, says Taptica co-founder and GM Sigal Bareket.

“Marketers need to realize that age and gender are not the only demographics which they need to take into account when planning a marketing strategy,” says Bareket. “Even with nationwide services that, theoretically, should not be affected by the location of the target audience, we should expect the behavior to change not only per age group and gender, but also per city or geographic location.”

In other words, Bareket says that addressing people with an ad tailored to where they live can improve the effectiveness of their campaign — even if the business purpose is not necessarily local in nature.

Like many companies operating in the programmatic space, Taptica functions as both a data management platform and a demand-side platform, though its generally geared for mobile-based efforts. Although it doesn’t consider itself to be a hyperlocal ad tech company, San Francisco-based Taptica’s process is formed by mapping city-specific marketing performance.

By basing a campaign’s performance on city, Taptica’s advertisers can readjust their creative, bid, and future targeting for better results, Bareket says.

“City-specific user targeting is one of the big new trends happening in mobile marketing, increasing the overall effectiveness of ad campaigns,” she says.

In the case of ads on social media messaging platforms, these kinds of apps are usually looking for 45 percent registration within the first week. According to Taptica’s review, Anacortes, WA, San Diego, CA, and Cleveland, Ohio all reported engagement levels between 46- and 55 percent.

Campaigns that ran in those areas tended to come with a locally-tied message, while Chicago, Los Angeles, Oklahoma City, which are relatively outward looking compared to their smaller environs, saw engagement rates between 30- and 27 percent.

About The Author
David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of GeoMarketing.com. A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.