Enriching your audiences: The power of geo-behavioural insights

The marketer’s playbook has long started with demographics—age, gender, and income. While valuable, these traditional proxies often lack the real-world context needed to reveal true consumer intent.

Relying solely on demographic profiles can lack nuance. For example, an audience comprised of the 35-year-old demographic, located in London could be parents, marathon runners, tech enthusiasts, or an amalgamation of all three. To truly connect with audiences, marketers should not look at just who audiences are and start understanding what audiences do in the real world.

This is what geo-behavioural insights deliver. It’s the powerful shift from a static profile to a dynamic, real-world understanding of consumer intent and lifestyle. By analysing what audiences do in the physical world, a richer data currency reveals an unparalleled view of interests, habits, passions, and most critically, intent.

The data layer that unlocks true intent

Demographics and basic online behaviours, like browsing history, paint an incomplete picture. Without real-world context, marketers are left to make assumptions, leading to generic messaging and inefficient ad spend.

Geo-behavioural data provides the rich layer needed to move beyond these limitations. By leveraging privacy-consented location signals, marketers can observe real-world consumer actions and build a much more comprehensive understanding of their intent.

This allows for the designing of audiences based on observed physical behaviours and affinities to be created, such as:

• High-intent buyers: Targeting individuals who have visited multiple car dealerships, furniture showrooms, or home improvement stores, indicating they are actively considering a major purchase.
• Back-to-school: Reaching consumers who visit stationery stores, electronics retailers, or clothing shops in late summer, revealing they are in the market to purchase school-related supplies.
• Health & wellness: Identifying individuals who regularly visit gyms, health food shops, or outdoor activity centres, showing their commitment to a healthy lifestyle.

From insights to actionable strategy

Geo-behavioural insights don’t just provide a deeper understanding—they enable a more impactful, personalised advertising strategy. By transforming raw data into meaningful context, these insights become a strategic advantage.

• Personalisation at scale: Knowing where  consumers go enables marketers to deliver messages that are highly relevant to their interests. An ad for a new line of premium dog food can be shown to audiences that regularly visit pet shops or dog parks, creating a seamless connection between their affinity for pets and the product.
• A privacy-first methodology: The collection of this valuable data is rooted in a privacy-by-design approach. Using consented, anonymised location signals ensures compliance in a cookieless world. This robust methodology provides the trustworthy foundation for all insights and targeting.
• Omnichannel cohesion: The power of these insights isn’t limited to a single channel. The same geo-behavioural segments can be activated across an omnichannel strategy—from mobile and social media to programmatic DOOH and Connected TV (CTV)—ensuring a consistent and relevant message across every consumer touchpoint.

The true advantage: Building meaningful connections

The future of marketing lies in a deeper, more empathetic understanding of the consumer journey. By enriching demographic profiles to embrace the power of geo-behavioural insights, marketers can unlock unprecedented precision and relevance. This shift is not just about smarter targeting; it’s about building meaningful connections with audiences based on who they truly are and what they genuinely care about.