Geo Targeting

Sizmek's geo targeting feature (based on an end-user's IP address) allows for targeting users in different geographical locations with different sets of ads. Geo targeting in Sizmek can be set up for each user's geographic location, whether by country, state/region, city, Nielsen Designated Market Area (DMA), telephone area code, postal code, and ISP.

Geo targeting can be used, for example, to serve ads for Chicago-based flights to Chicago-based users, and ads for Miami-based flights for users in south Florida. This process can then be recreated for every target audience an advertiser wants to create.

Use Case

You are the Digital Marketing Manager of Flier Airlines, an international airline company. Flier Airlines wants users in different geographical locations to only view ads that are relevant to them. To accomplish this, you will create different ads for flights that are available from the different locations (for example, New York and Washington).

You will create different ads for flights that are available from each region (New York and Washington), and include each set in a separate delivery group. For example, an ad for flights from New York to Las Vegas, 2) from New York to Orlando, and 3) from New York to Toronto. These three ads will be included in the same delivery group.

You will set up your target audiences based on geographical location in Sizmek (in this case, one for New York and one for Washington), and then select the appropriate target audience for each delivery group.

Note: These audiences can later be used in multiple campaigns, and for different advertisers.

Use Case

You want to target Chicago users with a specific type of creative ad, and then serve another type of creative ad to the national (U.S.) audience.

To do this, you will have to set up two delivery groups: one delivery group for the general audience that has no target audience assigned, and then another delivery group for Chicago that has a target audience assigned.

Both delivery groups will then be assigned to your placement.

To add a new target audience using geo targeting:

1. After entering the account and audience name for your target audience (from Manage > Target Audiences), select Geo Targeting.
2. Select the tab that describes the resolution of your target audience (for example, if your target audience is San Diego, select Cities).

Geo Targeting Options

Countries	Select the country/countries according to which you wish to target. Multiple countries can be selected.
States/Regions	Select the state(s)/region(s) according to which you wish to target. This option is available for 56 countries. To automatically create multiple target audiences, select the Auto create target audience for each selected state/region above checkbox. Each target audience will correlate to each selected state/region under the associated country. When creating multiple audiences, each one of the multiple created target audiences will have the same capabilities as a single created audience (for example, combining geo targeting with site keywords and retargeting). Once created, you can also remove unattached multiple target audiences from the target audience list (Manage > Target Audiences). Note: Sizmek only supports one set of target audience auto creation. So, for example, you will not be able to set mass creation of cities together with mass creation of states/regions.
Cities	Select the city/cities according to which you wish to target. A country and state (if applicable) must be selected before you can select a city. To automatically create multiple target audiences, select the Auto create target audience for each selected city above checkbox. Each target audience will correlate to each selected city under the associated state/region and country. When creating multiple audiences, each one of the multiple created target audiences will have the same capabilities as a single created audience (for example, combining geo targeting with site keywords and retargeting). Once created, you can also remove unattached multiple target audiences from the target audience list (Manage > Target Audiences). Select the Auto create target audiences for all cities under a selected country checkbox to automatically create a target audience for each city under the selected country. The target audience name will be in the format of TAPrefix_StateRegionProvinceName _CityName. Note: Sizmek only supports one set of target audience auto creation. So, for example, you will not be able to set mass creation of cities together with mass creation of states/regions.
Nielsen DMA	Select a Nielsen Designated Market Area (DMA) according to which you wish to target. DMAs are used by Nielsen Media Research to identify TV stations that best reach an area and attract the most viewers. There are 210 Nielsen DMAs in the United States. A country and state must be selected before you can select a DMA. Note that DMAs are available for France, the U.S., and the U.K. only. Select the Auto create target audiences for all DMAs under a selected country checkbox to automatically create a target audience for each DMA under the selected country. The target audience name will be in the format of TAPrefix_StateRegionProvinceName _DMAName. Select the Auto create target audience for each selected DMA above checkbox to automatically generate multiple target audiences. Each target audience will correlate to each selected DMA under the associated state/region and country.
Area Codes	Select a telephone area code (currently available for the U.S. only), according to which you wish to target. A country and state must be selected before you can select an area code. Multiple area codes can be selected.
Postal Codes (Zip)	Enter a postal/zip code according to which you wish to target. A country must be selected before you can enter a zip code. Note that postal/zip codes are available for the U.S., Canada, UK, and Germany only. A wild card (*) can be used to enter multiple zip codes. Commas and spaces can be used as separators between values; however, spaces cannot be used within values. Spaces will be removed by the system, regardless of where they are positioned. To automatically create multiple target audiences, select the Auto create target audience for each postal code listed above checkbox. Each target audience will correlate to each selected postal code under the associated country. When creating multiple audiences, each one of the multiple created target audiences will have the same capabilities as a single created audience (for example, combining geo targeting with site keywords and retargeting). Once created, you can also remove unattached multiple target audiences from the target audience list (Manage > Target Audiences). Notes: - This field is limited to 4,000 characters, including commas and spaces. Note that using wild cards can help shorten the number of characters needed to enter, in the case of multiple zip codes. - When using wild cards, entering, for example, 200* will serve the ad to all postal codes of any digit length that begin with 200. For UK-based postal codes with more granularity (for example, 941 AD3F), you should enter 941*. - Sizmek only supports one set of target audience auto creation. So, for example, you will not be able to set mass creation of cities together with mass creation of states/regions.
ISP	Select an Internet Service Provider (ISP). Users can be targeted based on their affiliation with the ISP. A country must be selected before you can select the ISP. Coverage for this option is available for 240 countries. Multiple ISPs can be selected.

1. Select the country (not needed if targeting according to country), and state, if applicable.
2. Move the required region from the left box to the one on the right, using the left and right arrows.

Note: The targeting audience options that you selected will appear in the Selected Audience box on the right. You can click the symbol in the right-hand corner to remove the content of this box. Doing so will clear all data in the corresponding section of the left-hand side.

1. Click Save and New to save your changes and create a new target audience, or Save to save your changes.

Notes:
- Each delivery group can have only one target audience.
- If a target audience is associated with one or more delivery groups, then editing the target audience will affect the delivery group.
- If a target audience is associated with a delivery group that has started serving, it cannot be edited.
- There is no limit to the number of values that can be added to the same audience.
- You can use any combination of Sizmek targeting types together (geo targeting, retargeting, site keywords, etc.). When you do, the relationship will be set up as an AND condition between them (indicated by an AND notification on the right-side screen in the Selected Audience window).