Latest news with #geography
Forbes
18 hours ago
- Business
- Forbes
How Local Targeting Can Help Marketers In Stormy Economic Conditions
Rob Davis, President and CMO at Novus Media. At my company, we have a saying: Geography is destiny—in life and business. People of similar economic, demographic and cultural backgrounds tend to live near each other. And when people join communities and become part of something larger, it tends to influence how they feel and think and what resonates with them. Geography becomes particularly important during economic duress. For companies—and their agencies—this means you must work hard to find potential buyers without overspending on data and impressions that don't convert. Guideline, among other industry watchers, is predicting modest advertising spend increases, but at a slower rate than 2024 due to economic concerns. Therefore, there will be increased pressure to make those dollars count. So, what is the best way for companies to find the in-market buyers? Meeting them where they live, work and play alongside other similar people. I recommend using the humble ZIP code to leverage geolocation for targeted advertising. This goes beyond advertising and doesn't just affect pure-play retailers. From insurance to technology providers, if you have a target audience, you have several ZIP codes that will likely perform better than others. I believe geographic data should always be a core component of every business's strategy, but especially so when times are tough because it's often the best way to drive buyers to make a purchase. Here are some reasons why: You can supercharge prioritization. It's not uncommon for people who live together to develop bonds and speak the same dialect. If the town or city is known for certain industries, people who live next door to each other are probably more closely aligned in salary and worldview than they might be to someone in a similar job in another state. That's just the reality. Modern organizations develop one or a few ideal customer profiles (ICPs) with descriptors that identify the most likely or most lucrative customers. Oftentimes, you can find many people in these ICPs in the same area. You can then look at patterns in the data to identify the best prospects and opportunities for prioritization. For example, we had an enterprise software client that wanted to target the largest companies in the U.S. We identified 16 cities that housed high percentages of those ideal customers and digitally skewed our impressions in those cities while still running a national campaign. Those cities included the obvious—New York, Chicago and the Research Triangle in North Carolina—but also Minneapolis (which features Target, United Health and General Mills), Dallas (which includes AT&T and American Airlines) and St. Louis (which includes Anheuser-Busch, Centene and Edward Jones). As another example, a spirits client of ours wanted to reach casual non-beer drinkers who like to socialize in small groups. We were able to find and heavy up areas with the highest concentration of these groups. You can save on data costs while improving targeting. Many marketers too often think of targeting in pure psychographic or non-location-based demographic data, attributing half of their media spend to data and targeting costs instead of exploring potentially better or cheaper options. It's important to remember that not every localization strategy is alike. Advertisers that instead prioritize third-party audience data, which can add significant costs on a cost-per-mile basis, may struggle to maximize their value. Not only is the oft-forgotten ZIP code typically free in most digital media buying platforms, it's also more likely to drive purchase decisions in many scenarios. So, why doesn't everyone use ZIP codes for targeting? First of all, a ZIP code alone won't tell you much. You also need the historic data to unlock pertinent insights. Second, setting up a ZIP code strategy can take more effort. But once you get the mechanics down, in my experience, it's pure value. You can advertise nationally, but tailor locally. Research from Locality and The Harris Poll, published in AdAge (paywall), found more than 50% of individuals are more likely to purchase from a brand advertising locally compared to 13% nationally, highlighting the importance of a robust local strategy. Local advertising also gives companies the opportunity to frame messaging in terms that most resonate with that audience. For example, while planning a retail client's national buy, we tailored ads for different products to different neighborhoods (e.g., nasal spray to areas with high pollen counts or beauty products to neighborhoods that tended to have high concentrations of young women interested in low-cost makeup). We saw immediate gains. Advertisers that use local targeting can either affect national sales by targeting those areas most likely to buy or drive deeper local sales by tailoring messaging and placements to those most swayed by local advertising. In closing, audience targeting can be a powerful tool for marketers to reach buyers and prospects with improved precision. Whether you are conducting a national campaign or just advertising locally, the power of matching the right message to the densest market makes a ton of sense. Remember the common refrain: think global, act local, especially when it comes to advertising. Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Do I qualify?
The Guardian
6 days ago
- Sport
- The Guardian
Sports quiz of the week: England v Spain, Tour, Tests and transfer deals
He is a bowler who had never scored more than five runs in an innings before
News24
7 days ago
- General
- News24
Struggle, survival, growth: EFF celebrates 12th birthday in Cape Town
Per-Be among those who shape the future with knowledge. Uncover exclusive stories that captivate your mind and heart with our FREE 14-day subscription trial. Dive into a world of inspiration, learning, and empowerment. You can only trial once. Start your FREE trial now Show Comments ()
The Sun
22-07-2025
- Entertainment
- The Sun
Tenable contestant fails tricky geography question even though her own NAME is an answer – would you have got it?
A RED-FACED contestant on Tenable was left kicking herself after fluffing a geography brainteaser. Viewers were stunned when she failed to name a capital city that shared her first name… but would you have clocked it? 3 3 Host Warwick Davis asked the team to name 10 seven-letter countries beginning with the letters G to L. But things quickly went downhill when Georgia, the contestant, missed a very obvious one. Despite her name literally being one of the answers, she failed to clock the connection and guessed another country instead. The glaring blunder left viewers shouting at their screens. Fans flooded social media in disbelief, with one saying: "What was on her mind..." Another wrote: "Her name is literally a 7-letter country starting with G😂😂" Meanwhile, Warwick has begged TV bosses to bring back his gameshow, after ITV cancelled it earlier this year in a move that shocked fans. The 54-year-old is mostly known for his roles in major blockbuster films, including the Harry Potter and Star Wars franchises. Bosses originally chose him to front the knowledge show in 2016 until its axing in August. Beloved ITV game show with celebrity host 'set to be shelved' after seven series on air The movie star was left absolutely devastated by the decision as he loved hosting the programme. He now thinks there might be scope for a potential revival, after seeing how upset the fans were over the decision. Warwick told The Daily Star: "Presenting Tenable was one of my favourite things to do. "I loved the show. People tell me they still watch old episodes now and enjoy it. Hardest Quiz Show Questions Would you know the answers to some of quizzing TV's hardest questions Who Wants To Be A Millionaire - Earlier this year, fans were left outraged after what they described as the "worst" question in the show's history. Host Jeremy Clarkson asked: 'From the 2000 awards ceremony onwards, the Best Actress Oscar has never been won by a woman whose surname begins with which one of these letters?' The multiple choice answers were between G, K, M and W. In the end, and with the £32,000 safe, player Glen had to make a guess and went for G. It turned out to be correct as Nicole Kidman, Frances McDormand and Kate Winslet are among the stars who have won the Best Actress gong since 2000. The 1% Club - Viewers of Lee Mack's popular ITV show were left dumbfounded by a question that also left the players perplexed. The query went as follows: "Edna's birthday is on the 6th of April and Jen's birthday falls on the 15th of October, therefore Amir's birthday must be the 'X' of January." It turns out the conundrum links the numbers with its position in the sentence, so 6th is the sixth word and 15th is the fifteenth word. Therefore, Amir's birthday is January 24th, corresponding to the 24th word in the sentence. The Chase - The ITV daytime favourite left fans scratching their heads when it threw up one of the most bizarre questions to ever grace the programme. One of the questions asked the player: "Someone with a nightshade intolerance should avoid eating what?" The options were - sweetcorn, potatoes, carrots - with Steve selecting sweetcorn but the correct answer was potatoes. "I feel like I should video people on my phone when they say, 'We miss Tenable' and then send them to ITV!" Warwick knows that he would need to make the commercial case to the higher ups at the channel. He admits that a potential revival would hinge on getting high ratings and bringing in a large profit. The actor added: "The landscape of television has changed immensely with all the streaming services now. "Unless you can pull in the advertisers, you can't get a show on. "One day it may become apparent that Tenable is viable once again. Maybe we could even do a Tenable film one day!" 3
Yahoo
20-07-2025
- Entertainment
- Yahoo
40 People Who Were So Wrong But So Confident When They Posted Something On The Internet
person who didn't know where Spain was: person who attempted to sell their dryer: person who was proud of their flowers: person who tried to correct the Merriam-Webster dictionary: person who couldn't do elementary school math: Related: person who misunderstood some important geography: person who tried to make an argument that the earth is flat: person who misspelled a word and doubled down with an explanation: person who was trying to get to know someone: person who had a message for baristas: person who didn't understand what "theory" meant: person who didn't know how time worked: person who wanted people to remember their worth: Related: parent who needed to get back to school themself: person's answer to a Hinge prompt: person explaining a game: person who realized what "news" meant: person trying to find their son's glasses: person opening up about their insecurities: person who told someone what they were having for breakfast: Related: person who was trying to be sexy: person who didn't know what the sun was: person who didn't understand simple fractions: person who stan'ed Big Dairy: person who left a review about how fresh a restaurant's food was: person who shared their goal for graduating: person whose grammar rules made no sense: person's message about actors: person who corrected someone and still made a mistake: person's passionate rant about cats' diets: Related: person who just needed to sort out their stomach issues: person who found Washington very scenic: person who was protecting their food: person who thought someone misspelled a word: person who insisted that space was fake: person who planned to travel outside of the US based on the election outcome: person who said blood was blue: person who had a hot take about certain wings: person who was describing someone's boyfriend: finally, thisi person who gave financial advice: Want more funny, weird, wholesome, or just plain interesting internet content like what you just read? Subscribe to the Only Good Internet newsletter to get all of the scrolling with none of the doom. No politics, no celeb drama, just Good Content. Also in Internet Finds: Also in Internet Finds: Also in Internet Finds:
