San Francisco DMA vs Zip Codes

San Francisco DMA vs Zip Codes

DMAs Defined

Nielsen Media Research defines a Designated Market Area (DMA) as, “an exclusive geographic area of counties in which the home market television stations hold a dominance of total hours viewed.” DMAs do not overlap, and every county in the United States belongs to only one DMA. Marketers use DMAs to plan and buy media for their marketing campaigns.

Getting Perspective

Understanding some of the characteristics of DMAs is very useful in understanding how to best use them. Getting some perspective is helpful in understanding the relative size of DMAs. Most people have a feel for how big their home zip code is, so let’s compare DMAs with zip codes to get a handle on their size. There are 210 DMAs, but there are over 30,000 zip codes in the Unites States. The average population of a zip code is about 9,436,while the average population of a DMA is 1.5 million. That makes DMAs 150 times larger than zip codes, on average. If you want to target people in a local area zip codes provide better targeting than DMAs.

Beyond zip codes are what is known as zip+4 codes. Zip+4 codes are even more targeted and can be as specific as a city block, a group of apartment buildings or even a single mail recipient that gets a large volume of mail on a regular basis.

Online Local Targeting

What the addition of the zip+4 did for direct mail marketing, geo-targeting does for internet marketing. Geo-targeting allows for extremely targeted marketing, which is especially useful for local marketing. If you are running a marketing campaign and you want to reach people within a specific distance of your offline local business, there is no better way to target your customers than with geo-targeting. By combining geo-targeting with demographic information you can create very targeted and effective marketing campaigns that reach the right people with the right message. This gives small and medium sized businesses the tools to compete aggressively with larger competitors who have bigger budgets.

Customized Campaigns

Every business is different and has its own unique voice and a unique ideal customer. At Vantage Local we specialize in helping our clients develop online advertising campaigns that are customized take advantage of geo-targeting to maximize your marketing budget for your local business. Give us a call and speak with one of our team to find out how we can help you get started driving more customers to your business.

 

References:

http://en.wikipedia.org/wiki/Designated_Market_Area

http://www.surveyofbuyingpower.com/sbponline//media-markets/rankings/ranking-report.jsp?r=100&&o=1&b=rank&t=Total+Population&y=2009&g=DMA+Current+Year+Estimate&

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