Proximity Targeting: The building blocks for ID-free campaign success

In this case study, we explain how Adsquare’s Proximity Targeting solution helped Matterkind achieve a highly effective drive-to-store campaign for its client, a Hong Kong-based toy manufacturer. 

Context

Headquartered in New York, Matterkind is an advertising and activation intelligence company that aims to drive better business outcomes for its customers. They offer activation solutions and advisory services to drive smarter results. Matterkind collaborated with their client – a global toy manufacturer – to reach highly relevant audiences and launch a more efficient campaign.

Challenge

The client was looking for a targeting solution for their campaign that would reach highly relevant audiences in the proximity of their stores to drive visits. However, achieving this without using ID-based targeting while also maintaining scale was crucial.

Solution

Adsquare, a pioneer of location-based targeting, owns pre-bid DSP integrations with all leading media-buying platforms. This feature allowed Matterkind to activate Adsquare’s first-class spatial data through The Trade Desk to drive more efficient campaigns. 

Adsquare’s Proximity Targeting solution was activated with different radius settings, depending on the creative and geographic area. Target groups were addressed on the basis of their geo-context in the moment of an ad impression. Further, Adsquare’s precise Audience Targeting works entirely without identifiers such as cookies or MAIDs and is therefore 100% privacy safe.

Results

The campaign results speak for themselves. Not only did the combination of Adsquare Data and premium advertising spaces (managed by The Trade Desk) lead to large reach, it also led to clear cost-effectiveness.

• 36% Incremental reach

• 49% Lower CPM

• 100% Privacy safe

Here is what Matterkind had to say about the experience of using Adsquare’s Proximity Targeting solution:

“Adsquare’s real-time and historical location targeting has helped us reach our clients’ consumers in an innovative, unique and privacy-compliant way. Adsquare’s targeting helped us deliver a successful campaign for our client, and due to a new integration with The Trade Desk it is now easier than ever to apply to campaigns.” 

– Alexis Wengraf, Director at Matterkind

Get in touch

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