Google's custom targeting features lets marketers move beyond traditional geographic segmentation by defining complex targeting by longitude and latitude - a strategy that is part of a larger micro-targeting trend that allows marketers to zero in on online consumers most likely to visit a particular bricks and mortar store.

This more focused method of geo-targeting can include such factors as overall drive time or other obstacles such as traffic, according to Michael Kahn, SVP of marketing at Performics (via DM News).

Then, even more finely-refined strategies such as discrimination in bid strategies, versioned paid search ad copy and linked landing pages can capture additional consumer groups, he said.

Using Google, "marketers are starting to leverage these tightly defined areas to serve different offers based on the likelihood to visit a bricks-and -mortar location. This concept beats radius targeting, because it factors in overall drive time, taking into consideration obstacles like lakes, mountains traffic and more."

Forging a Stronger Link

Increasingly analytics vendors are able to connect the dots between online ads and offline behavior. Two applications came to market this month - by VideoEgg and [x+1] - that purport to be able target consumers most likely to respond to online ads.

VideoEgg ROI connects online ad exposure and its impact on retail purchases by delving into consumer responses to ad units. [x+1]'s CPGconnect targets consumers most likely to respond to an online advertisement based on their actual purchase behavior.