If you’ve ever read anything about digital advertising, you’ve probably more than once heard the term Geofencing, and if your team is digital savvy, you’re currently using it within your strategy today. Geofencing was first to the scene until 2017 when someone decided to put Geofencing on steroids to create Geoframing. Both are advanced mobile advertising tools based on someone’s physical location, but Geoframing took the functionality to a different level. Let’s look at them both.
What is Geofencing?
- Geofencing works in real-time by using GPS or RFIDs (radio frequency IDs) to create a virtual boundary around a location, such as your competitor’s dealership, that sets off a trigger once a mobile device crosses either in our out of that defined area.
- The triggers are in real-time and use cell towers to determine the broad location, meaning, you can create a fence around the dealership but it still may capture part of the mall next door with 15 year olds shopping that you would never want to target.
- Geofencing requires the mobile user to:
- have their location services turned on
- have an active or hard opt-in to receive ads
- Geofencing will only send ads to that person while they’re within the set frame.
If your goal is to simply serve up an ad to people right now while in your competitor’s showroom, Geofencing will suffice.
What About Geoframing?
We at Toolkit prefer Geo-framing. We like shiny new objects and the latest and greatest that allows Marketers to do much more with data and targeting. Geoframing has capabilities that Geofencing doesn’t.
- Geoframing also works in real-time, but it’s based on latitude/longitude vs cell towers when determining the location you want to frame. This gives you a much more targeted approach. Imagine outlining the perimeter of a competitive dealership, campground, marina, down to an actual room within a convention center show.
- The mobile user doesn’t have to opt-in. As long as they have apps on their phone such as news, social media, games, or shopping and they’ve received ads prior, they’re in.
One of the absolute BEST things about Geoframing is TIMING! Even though Geoframing is done in real-time as consumers cross in and out of a frame, Geoframing captures the device ID and allows you to go back up to six months to capture the data. Say you didn’t go to an Auto or RV Show and want to know who is in the market for your product. We can frame that area, plug in the dates of those shows, and download the data for targeting.
I lied when I said the timing was the best thing, there is actually another great feature of Geoframing. Of those people you capture within the frame that we can serve mobile ads to….once that mobile user is back home, we can determine the IP address that will then allow us to use IP targeting to their home AND possibly capture their actual physical address to send them direct mail! Imagine the consumer experience….they go into your competitor’s showroom and immediately receive an email from you, then start seeing your ads on Facebook, Instagram, Display Ads online, even while playing Words With Friends! THEN, they’re home on their PC and start seeing your ads because we have the IP address, and then wait for it…their mailbox! Could it get any more creepy?
Don’t Forget Custom Audiences!
Using the captured data enables you to create custom audiences on Google and Facebook.
Imagine showing people who were recently in a campground near your dealership ads on Facebook, Instagram, or one of 350+ Networks and Publishers. Or being a marine dealer and having the ability to target people who had been out on the lake that we geoframed. OR you have second chance financing and you targeted the Buy Here Pay Here lots! The possibilities are endless!
As Marketers, we live for these types of impressions and targeting opportunities to help our partners stay in front of the right people that want to buy what you’re selling. You should always know what your current strategy is and have an open dialog with your current agency about the competition, out of the box ideas and goals to acquire more opportunities.
We’re big fans of Geoframing and hope you become one too!