• by P.J. Bednarski  @pjbtweet, January 14, 2015

Eyeview, which found a niche helping brands localize advertising, today announced a new solution that recognizes that some definitions of “local” are wider, or narrower, than others.

Its new Dynamic Geo-Fencing defines trade areas based on the population density of an area, so an advertiser trying to reach customers in a suburban area would have its customized ads seen over a wider area, while an urban advertiser’s localized spots might just be seen within an area measured in blocks, not miles. A retail advertiser in a center city likely would be wasting ads on a consumer located in a faraway suburb, but could feast on consumers living within several blocks from the store. Conversely, some kinds of retail wants to cast its net wider.

Eyeview says the technology maximizes an ad’s relevance and measurable engagement. Retailers using the Eyeview platform--which already features a function that monitors local weather conditions to increase or decrease the delivery of messages-- can pair the geo-fencing tool with Eyeview’s V-Circular feature.

V-Circular combines product data from brands with its storehouse of anonymized consumer data to serve up ads and electronic couponing based on a user’s buying history and interest. The advertising tech firm’s clients include P&G, Marriott, Lowe’s and Land Rover and other major packaged goods, automotive, travel and retail companies.