Multi-screening is driving a greater need for fast and reliable connectivity, leading many users to choose Wi-Fi over their mobile network data. Dynamic advertising platform, Crimtan is deploying an advanced IP geolocation solution from Digital Element to provide its clients with granular audience insights across devices
Scenario
To execute an effective advertising campaign and optimise budget allocation, the ability to target the most receptive and relevant audience is crucial. As a specialist in data-driven marketing and campaign planning, Crimtan recognised the need to provide its advertising clients with the most accurate and detailed audience data. An increase in Wi-Fi usage presented an opportunity for Crimtan to provide more precise geographic location insights that would enhance campaign performance.
The company wanted to take its targeting capabilities to a new level, going beyond targeting postcode areas to identify and engage individuals in specific locations, as well as expanding its reach on mobile. With clients across the UK, Central Eastern Europe, Russia, The Middle East, and Australia, Crimtan understood the importance of utilising new connections to help its clients capture the appropriate global audiences. By providing more in-depth insights, the company hoped to significantly increase the appeal of its offering.
Success
For Crimtan’s digital advertising clients, the data provided by Digital Element’s NetAcuity PulseTM solution facilitates unrivalled geographic targeting precision across a range of devices. Advertisers can deliver localised campaigns that always reach the right users, at the right time.
The solution has already enabled three Crimtan clients to improve advertising efficiency:
Tourism website
Crimtan’s analytical tool, Architect™, utilised Digital Element’s geolocation technology to evaluate visitors to a local tourism website. While visitor figures indicated significant user activity in Scotland, Tyneside, and the North West, the dual analysis of Digital Element and Crimtan’s data sets allowed the company to pinpoint the location of those showing the most interest. The tourism website was able condense its marketing efforts to focus on visitors to within 80 miles of Oxford, reducing costs, improving efficiency and providing a stronger ROI.
Holiday parks
Crimtan used Digital Element’s technology to conduct an exploration of potential visitors for the owner of seven holiday parks situated in the South West of England. The results showed that users most likely to visit the company’s site were located South West of a line drawn from Chester to Canterbury, excluding greater London, as well as in Mid Wales and North Wales. 
This new insight empowered the holiday parks to understand and target the specific areas that would benefit from local advertising, leading to greater efficiency and improved ROI.
Railway services
Using an Architect™ analytics pixel on a southern railway service website, Digital Element and Crimtan were able to discover the location of users interested in using the service for their journeys. The process enabled the company to define and target prospective customers using their postcode, improving the accuracy and relevance of its advertising activities.
How it was done
Crimtan launched its partnership with Digital Element in 2013, deploying the geolocation provider’s NetAcuity EdgeTM solution to provide greater geographic targeting for its clients. Upgrading to NetAcuity PulseTM in 2015 was therefore an obvious choice for Crimtan to increase reach, accuracy, and targeting within postcodes around the world.
Integrating NetAcuity PulseTM into its advertising platform, RAMP360™, enables Crimtan to target both connected and mobile traffic more effectively. By leveraging a network of IP location information, derived from Wi-Fi connected mobile traffic, billions of on-device-location transactions and internet infrastructure analysis, the solution generates unprecedented audience insights.
Precise yet respectful of user privacy, the NetAcuity PulseTM method is based on where an individual is located at specific moment in time, regardless of device. This provides Crimtan with a comprehensive view of valuable details, such as the type of hotspot in use, the geographic location of users in real-time, and whether or not a connection is made through a Wi-Fi network.
Through advanced Wi-Fi targeting, Crimtan now helps its clients to achieve higher revenues, better ROI and stronger consumer engagement, as well as significantly reducing wastage.
About Digital Element
Since 1999, Digital Element has been providing global geolocation solutions that bring anytime, anywhere relevance and context to online initiatives ― from desktops to mobile devices. The company’s patented technology has been certified and accredited to deliver real-time access to accurate and reliable location intelligence without invading Internet users’ privacy. For more than a decade, many of the world’s largest websites, brands, ad networks, social media platforms and mobile publishers have trusted Digital Element’s technology to target advertising, localise content, enhance analytics, and manage content rights as well as detect and prevent fraud.
Follow them on LinkedIn and Twitter @DigitalElement and like them on Facebook. Headquartered in Atlanta and London, Digital Element is a division of Digital Envoy Inc.
About Crimtan
Crimtan is the home of dynamic marketing, with proprietary digital marketing technology that turns consumer data into actions that enable businesses to increase brand awareness, find new customers and maintain customer relationships. Its expert team helps clients to achieve competitive advantage through multi-device digital campaign strategies with unique insights – making the difficult easy for digital marketers. Crimtan has offices in the UK, Ireland, across Central Eastern Europe, Russia, The Middle East and Australia.