Unlocking Programmatic Growth: Geofencing, ABM, and CTV | Webinar Recap & Key Takeaways

3/19/25

Digital advertising is constantly evolving, and programmatic strategies have become essential for brands looking to maximize their ad spend while reaching the right audience at the right time. In our recent webinar, “Programmatic Growth Unlocked: Geofencing, ABM, and CTV”, we explored three cutting-edge strategies that are transforming how businesses target and engage with their customers.

If you missed the live session, don’t worry, Granular has you covered! Below is a recap of the key insights we shared, along with a recording of the webinar so you can dive deeper into the details.

🔍 Key Topics Covered in the Webinar

1. Geofencing – Precision Targeting in Action

Geofencing allows advertisers to create virtual boundaries around specific locations and serve targeted ads to users within those areas. This strategy enhances message relevance, engagement, and conversion rates, while also providing valuable insights through foot traffic tracking.

Case Study: Higher Education Recruitment

A regional university leveraged hyper-targeted geofencing across two designated market areas (DMAs) to reach students considering competitors. By aligning geofencing with their existing paid search and social efforts, the institution saw:

✅ +178% increase in traffic from targeted locations
✅ 59 incremental student applications attributed directly to the campaign

Takeaway: Geofencing is a powerful tool for reaching the right audience at the right time—whether for lead generation, foot traffic, or conquesting competitors.

2. Account-Based Marketing (ABM) – Winning Over Key Accounts

For B2B brands, ABM takes personalization to the next level by focusing marketing efforts on high-value accounts rather than broad demographics.

Case Study: B2B eCommerce Success

A specialized B2B eCommerce company serving electricians and contractors struggled with high customer acquisition costs and brand awareness. Through geo-holdout testing and precise audience targeting, they achieved:

✅ +65% increase in engaged sessions in targeted markets
✅ +12% increase in transactions within the target DMA

Takeaway: ABM drives high-intent engagement and conversions by delivering tailored messaging to decision-makers in key industries.

3. CTV/OTT – The Future of Video Advertising

With traditional advertising methods losing their impact, Connected TV (CTV) and Over-the-Top (OTT) advertising are becoming essential for brands looking to scale their reach in a digital-first world.

Case Study: DTC eCommerce Brand

A leading direct-to-consumer (DTC) brand diversified beyond Meta Ads by adopting CTV/OTT advertising. Running targeted video ads on platforms like YouTube TV, Hulu, and Disney+, they achieved:

✅ +21% increase in order volume YoY
✅ 641 new customer orders from first-time buyers

Takeaway: CTV/OTT advertising allows brands to engage new audiences and drive measurable growth while reducing reliance on traditional paid social channels.

🔎 How Granular Helps Brands Succeed

At Granular, we specialize in precision-targeted programmatic campaigns that drive measurable business impact. Whether you’re looking to improve geofencing strategies, implement ABM, or unlock the power of CTV/OTT advertising, our team has the expertise to help you succeed.

Want to learn more? Contact us today!

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