Anytime, Anywhere! : Geofencing and Geoframing Capabilities
When it comes to online advertising one of the most crucial parts of the campaign set up phase is location targeting. Some campaigns are boundless on their geographical reach, 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. The two most practiced strategies are geofencing and geoframing. These strategies use satellite technology and mobile device tracking to serve ads to people based on their current or past locations.
What is geofencing and geoframing?
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.
Geoframing is actually pretty similar to geofencing when it comes to setting up radiuses and choosing locations. The biggest difference and one that many consider mind blowing 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. One of the even crazier parts 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. And for selective date ranges if desired, to boot!
Best Practices for geofencing
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 in to 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 passer byers.
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.
These are some examples of how real-time location-based advertising can be beneficial and used creatively by marketers.
Best practices for geoframing
Geoframing is a more specialized strategy that has many unique uses for marketers. This strategy is typically used to serve ads to people who have been in a location in the past.
A simple example of this strategy in use would be a building supply store that targets everyone who has been in their competitor’s store in the past six months. This strategy is ideal as opposed to geo fencing because these people are being served ads not while they are in the store and would consider it for the future. Another example of geoframing is, someone running a car show is using geoframing technology to serve ads to people who were at the location of four different car shows around the state on the exact date of those shows. This marketer is showing his ads solely to people who have attended past events nearby. Finally, a unique use of geoframing is, using the capabilities of geoframing to serve ads to haven’t been in a location. Along with a data audience, this strategy can effectively serve ads to people who have never been in a location.
These two geolocation strategies offer great possibilities for marketers. Utilizing these strategies enables marketers and business owners to reach their target audience more precisely and wherever. Those who have yet to take advantage of these services will quickly fall behind and for the many marketers who already use this technology, even more creative applications will be developed and used.
OnScreen Media specializes in fully-managed advertising services designed to help you with the heavy lifting, reduce overhead costs, and enhance productivity with the latest enterprise advertising technology on the market today. Contact us today!