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Geo-Targeting EU/UK

Guidelines and restrictions on geo-targeting users in the EU/UK

The introduction of the European Union General Data Protection Regulation (GDPR) introduces increased regulatory requirements for companies that are working with data generated by users within the European Union.

NZME does not offer any advertising options targeted to users located in the European Union, however there are options to target areas outside of the European Union. Some examples are as follows:

Examples of available country geo-targeting options:

  • NZ
  • International users except NZ (EU users must also be excluded from this target)
  • USA
  • Australia

Examples of areas that cannot be geo-targeted:

  • UK
  • London
  • Germany
  • Europe
  • Any other European Union member countries

Google Ad Manager Targeting capability

We are migrating ad servers from SAS IA to Google Ad Manager (GAM) and as part of this move there will be a few changes in how we geo target across the digital network. This doc outlines what these changes are, and FAQ’s around this form of targeting.

The internet has connected us more thoroughly than ever before. Local plumbers can’t provide their services all over the country, and Burger Fuel wouldn’t exactly hold up well in express shipping. Some businesses rely only on local customers. As a result, they’ll want their digital advertising to appear to users who are within a set geo location, and our users will receive more relevant advertising.

What can we target?

  1. Google defined NZ Region/City targeting

    This method relies on the user’s IP address value to determine their location, which is determined by their ISP (Internet Service Provider). GAM provides more granularity in some regions and better audience reach than our previous ad server.

    Platforms: Desktop, mobile web & apps

The following regions are available for targeting:

| Region          |
|----------------|
| Auckland       |
| Bay Of Plenty  |
| Canterbury     |
| Gisborne       |
| Hawke's Bay    |
| Manawatu-Wanganui |
| Marlborough    |
| Nelson         |
| Northland      |
| Otago          |
| Southland      |
| Taranaki       |
| Tasman         |
| Waikato        |
| Wellington     |
| West Coast     |
  1. Granular Geo-Targeting: Meshblocks and SA2’s

    Platforms: Desktop, mobile web & apps

    What is a meshblock?

    A meshblock is the smallest geographic unit for which statistical data is collected and processed by Stats NZ. A meshblock is defined by a geographic area, which can vary in size from part of a city block to a large area of rural land. Each meshblock borders on another to form a network covering all of New Zealand, including coasts and inlets. Meshblocks are added together to build up larger geographic areas such as statistical area 1 (SA1), statistical area 2 (SA2), and urban rural. The digital geographic boundaries are defined and maintained by Stats NZ.

    How is this different to geo targeting before?

    Previously we offered point and radius targeting on the NZH mobile apps. This method relies on the user to opt in to location services on their NZH app. Once enabled, the user’s latitude and longitude values can be utilised for targeted advertising. In the SAS IA ad server, the target area was defined as a circle where the campaign manager would set a central point and specify a radius around this point. This same granular coordinate data is utilised in GAM but it is automatically mapped to meshblocks and SA2’s. Additionally, the GAM ad server will also map this data for website users that opt in to location sharing.

    The SAS IA ad server was unable to log granular geo data which meant that we did not have accurate avails reports. GAM will provide us with far more accurate availability reporting across geo locations, which will enable us to sell more geo impressions and help avoid under deliveries. You can check availability via Media Manager by selecting the region you are wanting to target. Geo options are only available across certain products. If you are wanting avails for a location smaller than city/region or for country targeting then you will need to reach out to traffic.

    How do we target a specific suburb?

    You will need to liaise with the traffic team to determine which SA2 value you want to target. For example, say you wanted to target Ponsonby, Auckland. Ponsonby is divided into Ponsonby East (131200), and Ponsonby West (130400). The traffic team input each SA2 value into the ad server to a) target the ad, and b) provide available impressions.

    How do I find the correct SA2 to target?

    All SA2’s can be located from the following link, if in doubt please email traffic@nzme.co.nz

    https://datafinder.stats.govt.nz/layer/92212-statistical-area-2-2018-generalised/

    What if I need to target an area smaller than an SA2?

    If there is a use case to target an area smaller than an SA2, then it is possible to target specific collections of meshblocks. However, bear in mind that SA2’s are fairly small areas in themselves and any areas smaller than this are unlikely to be viable. If you have a use case to target an area smaller than SA2, then please contact the Digital Traffic Manager.

    Geo Targeting Tips

    When geo targeting a specific area or location, think about what else is in the area. Are there restaurants, malls, stadiums nearby? If the advertiser is a local gym advertise to people who are health-conscious and attending the farmer’s market nearby?

    Remember, you are targeting our readers when they are consuming our content, so think about where they are in a specific location. Are they at home, at work, shopping or at the gym?

    Available targeting options (excluding EU):

    • Country
    • Region
    • City
    • Granular suburb targeting using SA2’s or collections of Meshblocks

    How do I check avails?

    Regional avails can be checked for popular products directly from Mediamanager. For other areas, the digital traffic team can provide accurate avails for you. Please email all avails queries to traffic@nzme.co.nz

    Summary

    From July we will offer granular geo-targeting based on SA2’s and will no longer offer point and radius geo-targeting. Some of the benefits of the new targeting options:

    • More targetable inventory
    • More accurate avails reporting
    • More granular geo targeting technology now available across desktop, mobile web and apps
    • Superior reporting capabilities, we will now be able to accurately provide available impressions per SA2.
    • More accurate sell through reporting
    • Additional advertising opportunities e.g. big reveals, sponsored links, pre-rolls.