A crucial aspect of a digital advertising campaign is location targeting. Campaigns will differ, but many have specific targeting strategies where the location in which the ad is being served is vital for performance. You can use location targeting for many different strategies and creatively implement them for brand awareness.
Today we’ll be going through two of the most practiced strategies - geofencing and geoframing. These strategies use satellite technology and mobile device tracking to serve ads to people based on their current or past locations.Geoframing and geofencing offer great possibilities for marketers. Utilizing these strategies enables marketers and business owners to reach their target audience more precisely and wherever.
What is Geofencing?
Geofencing is a location-based targeting strategy that serves ads to people in real-time. This location targeting strategy is created using a set of radiuses around specific points of interest. These radiuses can be as large as a major city or as small as a neighborhood. Multiple radiuses of different sizes can be used on a single campaign for precision advertising.
Best Practices for Geofencing
In simple terms, geofencingis an ineffective digital advertising tactic that attempts to serve ads in real-time to devices in a specific geographicarea.Geofencing can be a very useful tool in advertising, there are many different ways an agency or company can take advantage of its capabilities. A common use for geofencing is drawing people into a brick and mortar store when they are in the area. A beach souvenir shop on a boardwalk could use a geofencing strategy to target mobile devices in a 2-mile radius to attract tourists and people who pass by.
Another way that geofencing could be used is to target people in a location where you believe your product would be relevant as opposed to other locations. For example, an auto-body parts website could serve ads to people who are currently inside of a competing auto-body store or in a repair shop waiting for their car to be fixed.
What is Geoframing?
Geoframing is a highly accurate audience building strategy using location analytics to pinpoint the mobile devices observed within a user-defined polygon during a particular window of time.Compared to geofencing, the biggest difference is that geoframing allows you to serve ads to people who have been in your set locations for up to a year in the past. Something that is specific of geoframing is that audiences who have been in a location up to a year in the past can be targeted despite the campaign being created a year later. This strategy is typically used to serve ads to people who have been in a location in the past. Geoframing accurately builds a large, targeted audience that an advertiser can reach wherever and whenever they are active.
Best Practices for Geoframing
When building Geoframes, the context of the location is very important to consider in order to ensure you are capturing the largest, most targeted audience. Here are some things to take into account when building audiences:
· “Mobile Friendly Location” – Choosing locations where people are likely to spend time and use their mobile device is key. If it is more of a transient location that people move through quickly or are engaged in an activity where they don’t use their phone, it may not be the best place to target.
· Population Density – Taking into consideration the population density can help to get better results. Ask yourself questions such as: Is the location in a populated or rural area? Are there busy roads or public transportation hubs nearby?
· Business Density / Surrounding Businesses – Understanding the setup of a business is crucial. Is the location a standalone structure or within a larger building like a strip mall or office park?
· Customer movements around the location – Something to note is the travel of customers to and from a specific location. Targeting a location that has dedicated parking is a bit different from one in which someone would have to park elsewhere and walk in order to reach the location.
If you spend time thinking through these items, it will help you capture the right devices and will enhance accuracy for audience creation, analytics, and attribution reporting.
Ready to utilize these strategies?
Our AdGorilla product has you covered. Drawing on data from over 500 million devices, our platform delivers a best-in-class tool to build audiences using Geoframes. Key differentiators of AdX’s AdGorilla platform:
Schedule a brief demo with a member of our team to learn more about how your business can utilize geoframing and geofencing to increase sales!