How Media Planning Uses Geomarketing: Strategies, Tools and Practical Examples
Target group-specific delivery, as well as client involvement and transparency, have always been key requirements in campaign planning for media agencies. Here you will find an overview of how geomarketing is currently being used in media planning.
How does geomarketing support media planning?
Geomarketing uses geographic and demographic data to help media planning place advertising measures precisely where the desired target group can be reached. This increases the relevance of advertising while minimizing scatter losses and costs.
An Overview of the Key Points:
With geomarketing and WebGIS software, media planning achieves:
- Target group accuracy: advertising reaches the people most likely to be interested.
- Greater efficiency: resources are used optimally by avoiding unnecessary spending on ineffective advertising measures.
- Data-driven decisions: planning is based on real, up-to-date data rather than assumptions.
- Flexibility: campaigns can be quickly adapted to changing market conditions.
With geomarketing software, media planning not only identifies areas where the target group, in this case, the DINKS in Germany, is strongly represented, but also enables campaigns to be regionally optimized and planned across different advertising media.
Would you like to make your media planning even more accurate with geomarketing? We are happy to help you!
How does media planning work with geomarketing?
The goal of media planning is always to accurately reach target groups and avoid scatter losses. To do this you need:
- User-friendly GIS software (usually WebGIS)
- Data - demographics, purchasing power, interaction and purchasing behavior
- Efficient methods and workflows
WebGIS tools for media planning: location- and device-independent and cost-effective
Web-based geomarketing tools are state-of-the-art in media planning.
“Companies are now using web-based geomarketing tools. Because employees and customers can access a WebGIS from anywhere. The time-, location-, and device-independent use of analyses and plans is crucial in media planning.” Wolf Graf, Managing Director WIGeoGIS
The Best Data Is Granular and Includes Numerous Characteristics
ZIP Codes are a thing of the past. Today, media planning relies on the microgeographic level to reduce scatter losses and increase accuracy. For this purpose, media agencies access, for example, granular, geographical market data, such as GEOmarkets. These use 300 homogeneous households as the basis for analysis. In addition, geodata with numerous characteristics is indispensable for media planning. Sociodemographic data on age structure, purchasing power, etc. form the basis and are supplemented by characteristics that describe the consumer qualitatively (example: social). Frequency data is also integrated into geomarketing analyses. This data shows when, where, and how many people are on the move and which means of transport they use.
Customer Journey Darmstadt: Brick and mortar store shoppers interested in advertising can be found mainly in the eastern part of the city and in the city center
For Media Planners - Regional Customer Journey
An important geomarketing aspect in media planning is the visualization of the customer journey. Digital maps show consumer interaction and purchasing behavior. Message, timing, and media must be aligned with the habits and preferences of the consumer. Geomarketing analyses show which interaction and purchasing behaviors prevail in which regions and areas. This enables agencies to deliver advertising messages regionally and with content tailored to the target-group.
Interactive and Bundled Planning Processes
Media agency clients expect simple, fast, and transparent planning processes. At the same time, planning a campaign on multiple levels is difficult. This is because the planning process involves not only the media agency and the client, but also the suppliers, which requires considerably more coordination.
A WebGIS that enables interactive and collaborative planning simplifies and accelerates the processes by allowing, for example:
- Media planners to largely eliminate the time-consuming task of compiling status quo presentations.
- Customers to stay up to date using the web-based geomarketing tool and to contribute ideas directly.
- Coordination between media agencies and suppliers to take place on the same platform.
Would you like to optimize your media planning accuracy? We will show you how to achieve this with Geo-Tools!
How to do media planning with geomarketing?
Here are the areas with the highest purchasing power in Germany. Next step: Where are the gardens? Geomarketing helps
The key question of media planning: Target group, where are you?
Where can I find my potential customers? Every campaign planning starts with this question.
Example: A hardware store chain wants to advertise an expensive lawnmower. The target group is households
- in a one- or two-family house with a garden and
- with high purchasing power.
This leads directly to the next question: In which catchment areas of which branches am I most likely to find people in this target group? Because advertising for high-priced lawnmowers is only worthwhile in those areas. Geomarketing analyses using geodata provide the answer to this key question.
How big is the catchment area? 30 minutes by car or 500 meters by foot? This decision defines the advertising area.
Where do I advertise? The regional selection.
“Time- and distance-dependent catchment areas of locations can be easily analyzed in WebGIS software. Using small-scale geographic geometries, the tool examines the areas for relevant target group characteristics and filters out those in which the target group is strongly represented.
The WebGIS visualizes these areas on the map. This makes it clear to the media department or the media agency which areas are most likely to be successful for an advertising campaign", explains Uwe Hain, WIGeoGIS.
Consumer interaction behavior varies regionally, so the decision regarding the advertising channel is influenced by the region.
Which advertising channels should I choose?
For our lawnmower example, the question arises as to the right advertising channels. It is important to find the optimal channel mix for the advertisement to be delivered as precisely as possible.
“Consumers get their information from different media. Therefore, the branch surroundings should also be assessed based on the channel affinity. The goal of a campaign should always be to present potential advertising to the potential customer at the right time in the appropriate channel.” Peter Kothe, AZ Direct
Regional Differentiation of Cross-Media Campaigns
Although campaigns may be cross-media, the target communication is differentiated according to the appropriate channels.
Geomarketing analyses provide the foundation for data-driven decisions. The results show where the target group is strongly represented and which media and channels are most effective there. Booking out-of-home media only makes sense in areas and locations that the target group frequents regularly.
For example, WIGeoGIS provides data at the microgeographical level in the form of Geomarkets and the AZ Germany-Raster.
Would you like to use geomarketing for your media planning? We are happy to help you!
A Practical Example
Geomarketing can be used in almost every area of media planning:
- Outdoor advertising / Out-of-home media
- Direct marketing
- Campaigns for traditional, regional media
The following examples show how media planning with geomarketing works in different areas.
Efficient processes in campaign planning, optimal customer service
Geomarketing for Out-Of-Home
Providers of Out-Of-Home advertising need to optimally place and present their advertising media in order to convince customers to book their services. The location, surroundings and type of media must be appropriate for the product and campaign.
A web-based geomarketing tool makes a realistic and dynamic presentation possible. Furthermore, such a tool simplifies the planning process for the customer. This simple, direct communication with the customer provides competitive advantages. Providers benefit in the following areas:
- Simple campaign planning for specific target groups
- Optimal presentation of advertising media and improved customer service
- Simplification of work processes
Direct Marketing
The biggest challenge for distributers of direct household advertising is avoiding wastage. This is only possible through complex geographic and target group-specific analyses. With geomarketing tools like WIGeoWeb, direct marketing providers can often perform such complex analyses in a few simple steps to accurately target their audience.
In addition, a geomarketing tool helps simplify work processes and improve customer service. Geomarketing and an appropriate tool are therefore critical elements in modern direct marketing.
Geomarketing tools particularly benefit direct marketing providers in the following areas:
- Simplifying the complex analysis of geographical and specific target group data
- Dynamic display of distribution plans and distribution areas on maps
- Simplification of work processes and optimization of the logistics chain
How does direct marketing work with WebGIS software? See the example postgeo!
This video explains PostGeo, the simple WebGIS for distribution planning at Austrian Post. PostGeo is based on WIGeoWeb.
Regional Media
Media planning for regional media is detailed. Each available advertising medium has to be researched, planned, and booked individually. Web-based geomarketing tools simplify and accelerate the planning process for regional cross-media campaigns. That is because WebGIS can bundle all the regional advertising media (Out-Of-Home media, regional radio and television stations, cinemas, distribution areas of advertising papers and daily newspapers) into a single solution. You are able to perform the research, planning, and booking processes with a single tool.
“Media agencies are currently increasingly looking for solutions to bundle regional advertising media and corresponding data in a geomarketing platform. This greatly simplifies and accelerates the planning process for media planners. A web-based geomarketing tool like WebGIS makes it remarkably easy to input all the data on regional advertising media and suppliers. The prerequisite is that suppliers allow the integration of their distribution areas and locations into the media platform of the agency,” explains Uwe Hain. He has been supporting clients with media planning at WIGeoGIS for several years now.
Having trouble finding your target audience? We will help you find them!
Outlook: Data visualization will become even more important for media planning in the future
The diversification of the channels will continue to increase. Which target groups primarily obtain information from which social media? Which target groups use ChatGPT, Perplexity, Gemini, and other AI tools for their product research and can no longer be reached through traditional media?
Using budgets effectively remains a challenge for media planning. In order to cope with this, more data will be necessary and, above all, tools that can intelligently analyze and intuitively visualize that data.
Geomarketing and WebGIS do just that. Thus, in the future only with geomarketing will the high-priced lawnmower be able to find its family with a garden as budget-efficiently as possible.
These Products Will Optimize Your Media Planning
WIGeoWeb: WebGIS for Geomarketing
WIGeoWeb is your online GIS for business analysis. Interactive maps. Visualize data. Simple. Intuitive. The WebGIS for your company.
Demographic Data You Need
The range of Demographics available is large and varied. We have an overview and will help you make the right selection. To make sure you get the best, and at the best price.
Customer Journey Data Germany
The data provides insights into the interaction and purchasing behavior of German consumers. Most importantly, it tells you WHERE and how can you reach your target groups.
These Customers Successfully Use Geomarketing for Media Planning
Austrian Post: Distribution Planning for Advertising Mailings
Distribution planning for advertising mailings: The WIGeoWeb software helps Austrian Post reach their precise target groups.
Gewista GIS - Planning and Visualization of Outdoor Advertising
Austria’s leading out of home provider relies on a custom WebGIS for media planning.
CROSSMEDIA - Precisely target your target audience
Media campaign can be optimally planned both spatially and to a given target group.
prospega counts on WIGeoGIS solutions
prospega GmbH, an innovative direct marketing agency focusing on direct advertising optimised by target group geomarketing across Germany.
Geomarketing for Media Planning: Request a free initial consultation
- FREE initial consultation on geomarketing for media planning
- Non-binding, without further obligations
- By telephone or video call
Do you want to know more about geomarketing for media planning? I will gladly support you. Please contact me!
FAQ
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Which geomarketing tool is best suited for media planning?
The WebGIS WIGeoWeb is an ideal tool for media planning, as it can be customized to the needs of the media department or agency. This includes analyses, data, and the rights-roles concept. Try WIGeoWeb for free with no obligation.
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Which geodata is particularly suitable for media planners?
Market data, purchasing power data, and small-scale geodata with many characteristics, e.g., geomarkets and AZ Direct, are particularly suitable for media planning.
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What role does geomarketing play in the selection of advertising channels?
Geomarketing data shows which advertising channels target groups prefer (online advertising, social media, print, etc.). This allows you to specifically determine the optimal channel mix for each region and target group.
Would you like to optimize your media planning with geomarketing and make it even more accurate? We will show you how – Your personal expert!