More than ever, advertisers want to target the right demographic in the right place at the right time.

Frost Prioleau

Fort Worth-based Simpli.fi has been pioneering geolocation-based advertising since 2010 and has experienced rapid growth and awards while also adding clients.

The programmatic advertising agency, which has 250 employees, just got named one of Dallas Business Journal’s Best Places to Work and has announced plans to relocate its headquarters to a new 77,000-square-foot office in the revitalized Horse and Mule Barns in the Fort Worth Stockyards in 2019.

Rendering of the Horse and Mule Barns on Mule Alley in the rejuvenation of the iconic Fort Worth Stockyards [Courtesy of JLL]

“Being part of the Stockyards allows us to embrace our heritage as a Fort Worth business while also having a collaborative open work place that helps us innovate quickly and deliver the most advanced solutions to our customers,” said Frost Prioleau, co-founder and CEO of Simpli.fi.

Simpli.fi has seen a 75 percent increase in geofencing campaigns with more than 48,000 campaigns launched in the second quarter of 2018.

Comparing this year to last year, Simpli.fi has seen a 75 percent increase in geofencing campaigns with more than 48,000 campaigns launched in the second quarter of 2018.

Simpli.fi doesn’t create the ads—it’s the engine that makes them appear in the right geo-fenced areas to have maximum impact. An example could be a high-end restaurant advertising within a three-mile radius of its location or within an affluent neighborhood where it draws customers. Simpli.fi is working on mobile ads, over-the-top ads (video ads that run on streaming services), and web ads.

“It’s being able to target advertiser audiences more precisely,” Prioleau said. “Because the advertisement is more targeted, they can charge more for the ad space.”

Conversions and click-through rates also are critical to make sure ad dollars are being spent effectively. Simpli.fi tracks all that data. When mobile users download an app, the terms they agree to include collecting data in exchange for using the app.

“With that opted-in data, we can leverage that to target them,” Prioleau said.

CAR DEALERSHIPS, RESTAURANTS & INSURANCE AGENCIES AMONG STARTUP’S CLIENTS

Simpli.fi works with some of the biggest advertising agencies with clients that include car dealerships, restaurant franchises, and insurance agencies. It’s working with 8,000 different automobile dealers alone, Prioleau said.

When a user pulls up a webpage, there’s a platform running behind the scenes that auctions off that ad space in a tenth of a second. Simpli.fi uses its artificial intelligence program to bid on that website if it’s a good fit for one of their clients based on the locations and demographics of the user.

“We bid on those auctions; we see about 4 millions auctions every second,” Prioleau said. “The ongoing optimization occurs where the system learns which characteristics for ad placement work best for a particular campaign.”

“Attracting and retaining the best team in our industry has been a critical part of Simpli.fi success and will continue to be key as we go forward.” 

Frost Prioleau

It’s able to track the results and show when people are converted into customers.

Even if a franchise has hundreds of restaurant locations, Simpli.fi can target a specific one that’s closest to the user based on geolocation.

The geo-fencing technology can target people who attended a specific event and customers who have frequented a business or a competitor within a certain time frame. The location also can target a custom audience.

The DBJ recognized Simpli.fi for fostering a work culture that encourages collaboration, innovation, and creativity.

“We’re honored to be named as a Best Place to Work by the DBJ,” Prioleau said. “Attracting and retaining the best team in our industry has been a critical part of Simpli.fi success and will continue to be key as we go forward.”