Digital Enhanced Program

What is Addressable Geofencing?

City Publications Metro DC’s Addressable Geofencing brings its Direct Mail Clients a powerful, efficient, and accurate new way to target specific households and businesses with digital advertising.

Addressable Geofencing can be used both as a stand-alone tactic and to improve the results of our direct mail campaigns by creating multiple impressions both before and after your direct mail piece arrives.

Once the addresses for our current direct mail campaign are uploaded to the platform, those street addresses are automatically converted into geofences that conform to the plat lines of each address. Then devices that are viewed within those plat lines are targeted with mobile, video and/or OTT/CTV ads.

Addressable Geofencing Benefits

Highly precise
Targeting is based on plat line data from property tax and public land surveying information to maximize precision of addresses being targeted.

Highly scalable
Up to 1 million physical addresses can be targeted per campaign.

Improved reach
Improved reach over IP-based solutions, which are being limited due to truncation of IP addresses in programmatic advertising.

Personalized creative
Personalize creative based on address level intelligence.

Improved performance
Improves performance of addressable TV, direct mail, and other campaigns that target specific households by extending their reach, improving their frequency, and providing attribution.

Granular reporting
Report and break down campaign performance by ZIP+4 level.

Cross device
Targets all individuals at the address on multiple devices.

Updates
Audiences are updated on a daily basis.

Physical addresses which an advertiser wants to target are uploaded to our platform.

The system then geofences each matched address to collect and target users specific only to that distinct address location. Mobile, desktop, laptop, and OTT/CTV devices are targeted with advertising message.

The addresses are then matched against plat line data to collect the exact physical location, size and shape of the individually matched addresses.

Audiences at every single address are updated on a daily basis.