Return to the glossary index

Affinity zones are a technique for selecting advertising locations in outdoor advertising. They refer to a geographic area where individuals exposed to an advertisement have a greater or lesser probability of visiting nearby retailers offering the advertised product or service in the short or long term. The delimitation of this zone is based on the availability of offers in the vicinity of the advertising displays and varies according to the nature and attractiveness of the offer. Geomarketing tools are used to determine these zones in order to optimize campaign effectiveness.

Return to the glossary index