A common misconception among marketers is that platforms like Google Ads or Facebook use six-digit postal codes for geographic targeting. This assumption leads many to believe they are achieving the highest level of geographic ad targeting precision when, in fact, they are not.
In reality, these platforms typically use Forward Sortation Areas (FSAs), which represent only the first three digits of a postal code.
This critical misunderstanding can significantly affect the granularity and effectiveness of campaign targeting. FSAs are over 500 times less granular than six-digit postal codes.
IntelligentVIEW steps in to bridge this gap, providing a sophisticated solution that leverages full six-digit postal codes, while also allowing marketers to target exactly the same audience across platforms.
FSAs Versus Six-Digit Postal Codes for Geographic Targeting
The Limitations of FSAs
FSAs encompass broad geographic areas—often multiple neighborhoods or sections of cities and towns—that can house diverse demographic groups with different consumer behaviours and needs. They lack the specificity required for highly targeted, local campaigns, often leading to inefficient ad spend and lower campaign effectiveness.
The Granularity of Six-Digit Postal Codes
Six-digit postal codes, on the other hand, provide a much more localized view, narrowing down to individual streets or even specific buildings. This level of detail allows for hyper-local targeting efforts that are not feasible with FSAs.
For instance, a six-digit postal code can differentiate consumer preferences and behaviours within a few city blocks, allowing for extremely targeted advertising that is directly relevant to a tightly defined audience segment.
How intelligentVIEW Enhances Targeting for Your Campaigns
Advanced Geographic Targeting
IntelligentVIEW leverages six-digit postal codes to deliver an unprecedented level of geographic precision in advertising campaigns. By utilizing these detailed geographic identifiers, intelligentVIEW enables marketers to conduct finely targeted campaigns customized to the specific characteristics of micro-locations.
Cross-Platform Consistency
intelligentVIEW integrates precision targeting across offline and digital media channels to deliver a truly omnichannel marketing approach. This includes offline media such as local radio, out-of-home advertising, and direct mail, where hyper-targeted audiences can be reached with exceptional accuracy.
intelligentVIEW seamlessly extends this targeting across leading digital advertising platforms, including Facebook, TikTok, The TradeDesk, and Google’s DV360. By ensuring the defined audience is consistently and precisely targeted across all platforms—online and offline—marketers can maximize reach, improve campaign efficiency, and deliver a unified message to their audience wherever they are.
Unlock Better Targeting with intelligentVIEW
IntelligentVIEW’s advanced targeting capabilities redefine what is possible for advertising campaigns, offering marketers a powerful tool to increase precision and maximize ROAS.
Are you ready to upgrade your campaigns with intelligentVIEW and unlock the full potential of six-digit postal code-based, omnichannel targeting?
Request a 30-minute tailored demo, and we’ll walk you through how our unique approach to audience-first targeting can elevate your advertising strategy.