Proximity: The 5th ‘P’ of Marketing

Proximity Targeting Maximizes Revenue
While broader outreach via programmatic advertising has proven effective, proximity targeting takes programmatic to the next level by pinpointing shoppers who are most likely and able to impulsively take action. Consumers can be targeted by "practical impulse factors" such as road logistics, historical shopper flow patterns, location of competitive stores, and distances shoppers will travel; or they can be targeted by "audience and contextual factors" such as rural vs. suburban, residential, commercial, and household demographics. Any real-time factor can be used to drive impulse shopper behavior.