Location Marketing

How does Geo-Framing technology work?

Geo-Framing technology allow us to go back in time to previous events where we have captured people’s mobile Unique Device ID’s, map those Unique Device ID’s to their homes, and show those people ads now, across all devices.  It combines the best of aspects of Geo-Fencing and Household IP Targeting.

How does it work?

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If the event you are interested in targeting has already happened, but you still want to target those people, Geo-Framing comes to the rescue! As long as it is an event where Unique Device ID’s have been captured, it can be an event that happened up to 6 months ago! All you have to do is tell us the address where the event took place and the dates. We then let you know how many matches we have, and you can begin targeting those people.

How might a business use this type of technology? Maybe you want to target people who attended a home show, a sporting event, a fair, a concert, a convention – all of which took place months ago – no problem! Or maybe you want to target people who went to a shopping center on Black Friday and show them your ad – no problem!

How can we go back in time to target people from an event that already happened? We go through a four-step process to do Geo-Framing:

Who = Capturing unique device IDs. 

Where = Geographical coordinates (latitude & longitude) of that device.

When = A time stamp of when that device ID was captured.

Verify = Once verified and mapped to the household, your ad is shown on all devices – not just the mobile phone!

This is different from the other “geo” products so let’s review:

Geo-Fencing: Drawing a virtual fence around an area or location and showing your ad, to people inside that “fence.”

Geo-Retargeting:  Following people AFTER they leave the geo-fenced location and continuing to show them your ads.

Geo-Retargeting Lookalike:  Following people AFTER they leave the geo-fenced location and continuing to show them your ads as well as showing their neighbors your ads.

Geo-Framing:  To go back in time to previous events where we have captured people’s mobile Unique Device ID’s, map those Unique Device ID’s to their homes, and show those people ads now through the Household IP technology on all devices.

Location-Based Mobile Ads are Exploding

So what are location-based mobile ads?

We do location-based mobile targeting with our Mobile Conquesting product.  Mobile Conquesting is targeting people on their mobile devices using a combination of geo-fencing (where someone is at that moment) combined with demographic and behavioral targeting to reach specific consumers.

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The U.S. Local Advertising Forecast 2016, BIA/Kelsey projects location-targeted mobile ad spending to grow from $9.8 billion in 2015 to $29.5 billion in 2020, a 24.6% compound annual growth rate.

Who does this type of product make sense for?  Just about any business with a physical location:

• Retail Stores
• Automotive Dealers
• Restaurants
• Financial Services/Insurance
• Travel/Tourism
• Healthcare (hospitals, clinics, doctors’ offices)
• Attorneys
• Colleges and Universities
• Gas and Convenience Stores
• Clients who want to target around a convention or event

How does it work?

Mobile ads are placed across over 15,000 premium mobile apps and mobile websites all within your desired geo-fenced areas. We offer dynamically updated ads that show the user the distance they are from your location (or your closest location if you have multiple locations). We can do geo-conquesting down to .1 mile (500 feet) around your competitors’ locations, so that you can target their customers. We offer “expandable” mobile banner ad formats and in addition to geo-fencing, we can add layers of targeting categories matched to your customer profile.

Why is this so important and such a “hot topic” right now?     

“Several market factors are currently bearing down on the mobile ad marketplace—from Google’s moves to adapt to an app-based world, to the media consumption habits of millennials,” said Michael Boland, Chief Analyst and VP, Content, BIA/Kelsey. “These and other influences will require advertisers, publishers, agencies and ad tech players to rapidly innovate.”

Local businesses will absolutely want to have access to this type of digital adverting.  Using location based advertising allows local businesses to send highly personalized and very targeted messages to people in real time based on where they are. It allows businesses to speak to people in a way that is relevant to where they are and enables potential consumers to view relevant deals in the moment they are looking for them, and likely ready to purchase. It’s a win, win.

Facebook Local Awarness ad for local markeitng

In an effort to help local businesses connect with people in their area, Facebook launched Local Awareness mobile ads. Local Awareness ads are a great way to find new customers by showing ads to people who are around your business location. These ads are great for bringing customers through your door because of their call to action features. You can have people easily call your business, get directions to your location, or have them message you if they have a question, all with the click of a button from your mobile ad.

Your Call to Action button options include:

Get Directions: Help people find your store from their phone—ideal for driving foot traffic.

Call Now: Get calls in one tap from your ad and speak directly to potential customers.

Send Message: Get private messages directly from your ad—great for generating leads.

Learn More: Send people to any page on your website or blog for more information

 

So what are some creative ways to put these ads to use for your business?

Reach people at events:  Let’s say you want to advertise at a sporting event or game, but do not have a huge budget to make this happen by advertising inside the event venue. We can target the events location and target people when they are there and are scrolling through their Facebook feed and sharing pictures!

Highlight promotions:  Tell people about a promotion or an offer, such as a happy hour or sale. Give people an incentive to visit your business.  These ads are a great way to connect with people within a certain radius of a store location telling them about a local promotion.

Help stores meet their sales goals:  Some franchise groups, to make sure they are using their marketing budgets efficiently, track sales at each location and then run ads for the stores that haven’t yet met their monthly quota. Local Awareness ads can help boost sales for those underperforming locations.

New store locations: These ads are also work well at highlighting new stores and encourage people nearby to go to grand opening activities.

Find the right people to attend your event: If you are holding an in-store event or promotion and want to target people most likely to be interested in your product or service, Local Awareness ads are the right avenue to find people near your location that fit the profile of the ideal customer you are looking for.