Geolink 2019 Holiday Planning

Own the Holiday Season with Geolink

With the lucrative holiday season right around the corner, inMarket and Geolink are offering our valued partners a special holiday gift: 10% bonus impressions on all Geolink campaigns over $2k from now until Dec. 31st!

Use this bonus to bolster your clients’ holiday campaigns, and fully activate winning strategies based on inMarket’s insights on shopping trends for the upcoming Holiday season – all designed to help YOU own the holidays!

Below, is our Own the Holidays guide to help you learn about our analysis of Holiday Shopping Traffic, key strategies for reaching various specific types of Holiday Shoppers, and details on inMarket proprietary solutions you can use NOW to bolster your location-based advertising solutions for your clients and win their ever-important holiday season marketing budgets.

Holiday Shopping Traffic

At inMarket, we’re constantly analyzing the retail visitation and purchase patterns of our 50MM Comscore verified SDK integrated U.S. consumers. This accurate and actionable data provides powerful digital advertising capabilities for our partners, while also revealing macro trends about purchase behavior at scale. Through the lens of our massive historical data sets, we’ve identified the most important shopping dates based on the heaviest foot traffic in each retail category.

We’re sharing this info with our valued Geolink partners to help you get a leg up on the competition as you approach your clients about their holiday marketing plans.

Black Friday

The first and largest shopping day of the season is almost mythical in its importance — at $12.5 billion in predicted sales¹, the opportunity for marketers lives up to the hype. According to inMarket’s data, November sees a build up in foot traffic with each weekend greater than the last. Cyber Monday’s dip in foot traffic is not necessarily an occasion to drop advertising budgets, but rather pivot messaging to competing with online deals. This is the best period to reach holiday party enthusiasts, conquest competitors, and target heavy shoppers, gift researchers, and out-and-about shoppers.

Holiday Ramp Up

For those who missed the window to advertise
on Black Friday, there’s another opportunity: The three weeks leading up to the end of December is a high foot traffic period for consumers of all types. 43% of customers won’t make their first holiday purchase until after Cyber Monday — this group will be split amongst those who heavily research each and every gift and those who will rush to stores at the last possible moment (indicated by the largest spike post-Black Friday on December 23rd). These three weeks will be a critical time to conquest from your competition and direct heavy seasonal shoppers towards action.

Reach Holiday Party Enthusiasts

Holiday Party Enthusiasts

We all know at least one: the consummate party planner. This user is typically not just the center of the party, but the planner as well. Leveraging the Geolink suite of products, advertisers can reach holiday party planners prior to, during, and after their party supply runs. Historic location activity can be leveraged in hand with GeoRetargeting to reach those who have made similar trips before, while targeting the right GeoAudience allows you to reach entire block groups that over index for ----------. And of course GeoFencing the proper hot spots around town allows you to capitalize on those consumers already actively engaged, reminding them to visit your client’s location next!

Conquest Competitors

Conquest Competitors A perennial strategy, targeting the areas around your competitors’ store locations is no longer limited to mere GeoFencing. GeoRetargeting & Preceptivity can be used in tandem to reach those who have previously been to competitive storefronts as well as preempted user’s journeys to competitors by strategic pre-visit messaging. Purchase behaviors and propensities are also usable as targeting criteria with Audiences. Finally, with Moments, marketers are able to launch digital takeovers of entire screens within store locations to maximize your hold on consumers’ attention and cut through the clutter of massive holiday messaging efforts.

Active Shopper Acquisition

The holiday season raises demand for consumers’ attention dramatically. From holiday downtime at home, where consumers can be targeted based on anything from demographics to affinities, Geolink allows you to utilize increasingly tactical and local methods for reaching your ideal customer. A customer reached through GeoAudience targeting at home can then pass through a wide geographically targeted area and then a custom GeoFence radius around the store location. Finally, the add-on premium inStore Moments with all-new messaging can be served to the user upon entering the store location itself.

Gift Researcher Targeting

Many approach holiday gift giving with an analytical zeal unmatched by some of the savviest researchers. Owning this real estate is of the utmost importance to increasing your awareness, engagement, and purchase propensity. Use GeoAudience as well as GeoRetargeting to reach these consumers prior to their journey to purchase gifts they have researched. inPath Moments can be used further influence users with value-based messaging that is important to this group.

Key Geolink Strategies

GeoFence – Target your desired audience based on Where They Are in the moment, ensuring timely exposure to relevant messaging. Let active shoppers know about a sale when they’re within 3 miles of the store location, or entice them away from a competitor with a special offer.

GeoRetargeting – Target people based on Where They’ve Been in the recent past, up to 90 days ago, easily identifying key consumers of your client’s store and similar locations. Increase the likelihood of a deeper dive into an offer, knowing that your client’s ads are being seen not just while out and about, but also at home and during down time.

GeoAudience – Reach your audience as Who They Are by targeting their home block group, choosing from thousands of census-based demographic traits or purchase behavior indices. Great for reaching your targeted audience at home based on the types of products they purchase, brands they prefer, household income, family size and the like.

Winning inMarket Product Additions

Moments – Fully own the path to purchase, from the research phase to walking out of the store with your product in hand, with Moments. Using inMarket’s proprietary SDK data and exclusive ad inventory, push notifications activate full screen engagement with consumers during the moments that matter. Inspire shoppers when it matters most – as they enter the store, ready to make purchase decisions.

Desktop Display Inventory – Maximize your clients’ cross-screen initiatives by adding Desktop Display to your mobile campaigns! Long desired by many of our Geolink clients, the inMarket acquisition now makes this standby of digital advertising efforts available from the location company you trust. Reach consumers on every device in their digital world with virtually endless scale and enable a wider range of creative options to build awareness and engage users of every stripe.

*Terms and Conditions Apply