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Nov 04
Geoframing: What it is & how to use it during the stay-at-home era

Geoframing: What it is & how to use it during the stay-at-home era

Most marketers use at least one form of location-based targeting in their digital advertising campaigns. Geoframing, which allows you to target individuals from locations or events, takes hyper-specific location data from mobile devices to create an actionable target for your digital advertising campaign.

Read on to see what the hype’s all about around the hyperlocal targeting tactic, geoframing, and how you can use it today during the stay-at-home era.

Jump to:

What is geoframing?

How does it work?

How can you use geoframing during the stay-at-home era?

Geoframing best practices

What is geoframing?

Geoframing collects mobile device IDs from users who have entered a predefined location at a specific time and allows you to target them later on after they’ve left.

source: choozle.com

It’s similar to location-based targeting tactic geofencing, only geoframing takes it a step further and captures the mobile device IDs from users at a location for targeting later on after they’ve left.

Read: The real advantage geoframing holds over geofencing is that you don’t have to count on users to glance down at their phones to see your ad while they’re physically at the location, inside of a virtual “fence.” Instead, with geoframing, you can target them after-the-fact and on more than one occasion, thereby increasing the chance of brand exposure.

The technology that geoframing uses also collects this data within a particular timeframe. After the mobile device IDs are collected, it can then be aggregated and used to create actionable custom audiences.

Main benefits:

  • Doesn’t rely solely on cookies
  • Good for tapping into historical data
  • Allows you to target customers later on after they’ve left a location
  • Extends your reach to target a broader swath of potential customers
  • More accurate and advanced than other forms of geolocation targeting
  • Works well for retargeting, cross-selling, and upselling strategies

How does geoframing work?

As said above, geoframing technology pulls data from mobile devices at a specific time and place–but how exactly?

Geoframing taps into latitude-longitude data to hone in on a specific area, right down to the metered square, at a selected time and date range. It doesn’t require cell towers to pinpoint a location, and users don’t have to opt-in in order to see your ad (and if they do, it’s usually a much softer opt-in).

In Choozle, you can build a geoframe yourself in our providers’ systems or with the help of a Choozle Strategist. After the creation of your geoframe, one of our providers–Factual or OnSpot, depending on your targeting needs–will start aggregating the mobile device IDs seen at your chosen location and timeframe.

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How can you use geoframing during the stay-at-home era?

Your next question might be how can you use this targeting tactic when consumers are going out less and staying at home more.

That’s the beauty of geoframing.

Remember earlier when we said it’s also useful for tapping into historical data? With geoframing, we can go back in time–as far back as twelve months–and obtain a snapshot of the mobile device IDs belonging to users who were at a location, and create actionable target audiences based on that data.

Here are just a few examples of how geoframing can be applied today:

  • 2020 holiday shopping – Retail brands looking to drive online sales can use geoframing to gather data on people who have shopped at brick-and-mortar stores (malls, big-box stores, etc.) and then target them online.
  • Food brands – Food brands can use geoframing to target customers who shop (or have shopped) at specific grocery stores like Whole Foods. Niche food brands going after health-conscious consumers can get also get clever by, for example, targeting people who visit particular yoga studios.
  • Online education – Education brands can look back at the data for high schools, campuses, conferences, office buildings, or competitor colleges.

Geoframing best practices

  • For geoframing campaigns, we highly suggest using standard mobile ad sizes (300×50, 320×50, 320×480) or sizes accepted across all devices (300×250, 728×90).
  • Ad inventory for geoframing is limited and, therefore, competitive. We recommend setting your base and max CPMs at a rate higher than you would for standard display to ensure you secure a larger share of the inventory.
  • Layering on additional targeting tactics can make your target audience too narrow.
  • Because targeting tends to be more narrow, the frequency cap shouldn’t dip below three impressions every 24 hours.

Get started with geoframing today

While you might not think to use geoframing in the post-Covid world, it’s worth trying if you’re striving to reach people who’ve visited, shopped, or worked at certain places– in the past year or now.

Ready to give geoframing a go? Chat with us today to get started.

Note: Geoframing is part of Choozle’s Supported Solutions and can be implemented with the help of our Client Experience team.

 

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About The Author

Hannah Middleton is the Content Manager at Choozle, where she writes about how to get the most out of self-serve programmatic advertising tools. She’s on Team Oxford Comma.