Mumbai: Location-based targeting, or geo-targeting, has increasingly become an essential tool in marketers’ toolkits, delivering the right message to the right audience at the right time. While television enables mass communication and is a key medium for national brands trying to achieve goals such as brand awareness, prominence and top recall, geo-targeting allows advertisers to communicate with brand-relevant audiences.
Many new-age advertisers want to be on TV. However, target audiences may be limited to specific geographic areas, and effective media planning is designed to minimize or not waste marketing budgets, something that cannot be achieved with TV’s prayer-and-spray approach.
Brands have limited options to target specific markets in a way that offers TV scale and digital positioning flexibility. This required gap is addressed through geo-targeted advertising solutions provided by DTH platforms such as Tata Play, which allow brands to target specific geographic areas through TV.
“Location-targeted marketing campaigns are very effective when testing marketing in a specific region or expanding the reach of a brand’s high-priority markets. The primary marketing goal of a geo-targeting campaign is locality with minimal cost and zero leakage to non-branded markets. Of course, geo-targeting plays an important role in the overall media mix, as it enhances brand and reach by targeting core markets without spillovers, thereby facilitating prudent optimization of investments,” said Initiative’s senior vice president of business President Dhirendra Singh said.
The geo-targeted advertising solutions offered by the DTH platform offer great potential for brands that are looking for advertising options that are cost-effective and provide relevant reach. Tata Play’s geolocation solution, Search and Scan (S&S), banners display the brand’s advertisements on the TV screen whenever the channel switches. This solution allows brands to target specific geographic locations, for example, Brand X may only want to target Uttar Pradesh. It also allows the brand to show different versions of the same ad in different regions, enabling contextual advertising. For example, Brand X displays the Tamil version in Tamil Nadu and the Hindi version in Uttar Pradesh.
“Geo-targeted advertising gives advertisers much-needed hyper-local reach, especially if one has a creative for that market insight. Geo-targeting is mostly used for hyper-local campaigns and should gain momentum because now we see Big brands have more localized campaigns,” said Taranjeet Kaur, head of media, digital and PR, Tata Consumer Goods.
The solution attracted brands from different categories, including food delivery, retailers, consumer goods and mattress brands. Several brands including Swiggy, Sleepwell and Ikea have invested in Tata Play’s advertising solutions.
A leading brand utilizing Tata Play’s geo-targeted advertising solution noted that it helped the brand stand out during the festive season, which is often cluttered with many brand campaigns.
It explained: “As a local and national brand, geo-based advertising is essential to planning our advertising campaigns. While newspapers and billboards are very effective, DTH ensures that we are unmissable among our target groups.”
Home furnishing and accessories retailer IKEA is also using Tata Play’s platform for geolocation campaigns. “Geo-targeted DTH ads give us the flexibility to run short and long creative editorial mixes to reach the majority of our TV audience. Geo-targeting allows us to use the platform (Tata Play) in the markets we operate in. Overall , DTH has helped us overcome the limited coverage of regional TV channels, especially in Mumbai, and increase coverage,” said Anna Ohlin, Country Marketing Manager, IKEA India.
“Ikea is present in seven cities (four states) in India so far, and nationwide targeting or advertising is not an option as it would create unnecessary spillover and lead to the current failure to meet consumer expectations,” she added. “Through geo-targeted media planning, we can reach consumers in our markets through offline or online stores.”
The DTH platform’s geo-targeted advertising solutions may be leveraged by brands looking to reach consumers in specific geographic areas or to focus their advertising on locations where their products are available. This allows brands to allocate marketing budgets more efficiently.
“Location-targeted campaigns can benefit any brand. However, the brand’s life stage and footprint play an important role when leveraging such platforms,” noted Initiative’s Singh. “Digital media also offers geo-targeted events, but from a TV perspective, there are currently very few opportunities, so there is a huge opportunity to expand this space with newer avenues that will strengthen media and marketing community engagement.”