In the realm of B2B advertising, location targeting has emerged as a powerful tool to connect with the right audience in the right place. Programmatic advertising offers a range of options to target B2B audiences based on their work locations, residential areas, and even specific addresses. This article will delve into the benefits and needs of targeting B2B audiences by location, highlighting the opportunities provided by programmatic advertising.
Geofencing: Geofencing is a remarkable strategy when you want to specifically target audience-rich locations that are unique to your campaigns, such as conferences, trade shows, or industry events where your target audience is gathering. By setting up virtual boundaries, known as geofences, around these locations, you can capture users who enter the geofenced areas. Not only can you serve ads to them when they visit other sites or apps on their mobile devices, but you can also continue to reach them for up to 30 days, even when they return home. Leveraging cross-device targeting, you can expand your reach to their laptops and connected TVs, ensuring a multi-channel presence.
Geofencing Business or Headquarters: Another effective approach is to geofence specific business premises or headquarters of companies that align with your target audience. By targeting the physical locations where your ideal customers operate, you can deliver highly relevant and personalized ads directly to the professionals within those organizations. This strategy allows for precision targeting and the opportunity to capture the attention of decision-makers and key stakeholders.
Address-Level Targeting: Programmatic advertising enables sophisticated address-level targeting based on firmographics and demographics. By leveraging detailed data, you can identify specific addresses that align with your ideal customer profile. This approach allows for precise targeting of individual businesses, reaching decision-makers and influencers within those organizations directly.
| Role + Industry Specific (CEOs in SaaS industry, etc) | # of Employees | Female Business Owners | White Collar Worker Job Titles |
| Company Net Worth | Owner’s Credit Tier | Occupation (Accountant, Builder, Retailer, Self Employed etc) | Blue Collar Worker (100+ industries) |
| Employment Title (Owner, Executive, President, Etc) | Sales Revenue Tier | Professional Certifications | Health Services(Paramedic, Optician, Therapist, etc) |
| Lease Credit | Years in Business | Exec/Upper Mgmt(C-Suite, VP, Politician, etc) | Middle Management Job Titles |
| Business Loan Utilization | Military | Credit: Likely has Corporate Credit Card | Location, State, Zip+4 |
The benefits of targeting B2B audiences by location are evident. It allows you to reach your target audience in relevant physical locations, enhancing the chances of engagement and conversion. Whether it’s through geofencing high-impact events, focusing on specific business premises, or leveraging address-level targeting, programmatic advertising provides the tools to fine-tune your location-based strategies.
In conclusion, incorporating location targeting into your programmatic advertising campaigns opens up a world of opportunities for B2B marketers. By leveraging geofencing, geofencing business locations, and address-level targeting, you can deliver highly relevant and targeted messages to the right audience at the right place. Embrace the power of location-based targeting in your programmatic advertising efforts and unlock the potential for increased engagement and business growth.