Geofencing and Geoframing

Geofencing and geoframing are two forms of geolocation targeting that enable marketers to target individuals based on specific and hyperlocal geolocation data.


Geofencing and geoframing is a part of Choozle's Supported Solutions and can be implemented with the help of our Client Experience team.

Guide:


What Is Geofencing

Geofencing enables marketers to target mobile devices based on their location and is well-suited for reaching individuals who have a large location or chain of locations where you do not already have first-party data on the individuals. Since geofencing operates off mobile device information, it is important to note that this tactic is only available on mobile and tablet in-app inventory only.


Powered through Factual's Geopulse Proximity, marketers can establish a "fence" around a specific location (radius around an address or destination, or a drawn frame) and Factual will provide an actionable audience who can be targeted from that location. Factual validates the accuracy of each ad's placement, by requesting the device location data before an impression is served. 


Geofences can be built by your Strategist from location names, types, postcodes, DMAs, and more. Your Strategist will build your geofence in Factual's system and make the geofence's data available as a targetable geolocation to be selected in your Campaign tool's ad group edit. 


Once applied to your ad group, the ad group will be charged an additional $1.50 CPM but only look for impressions of mobile devices available in that geofence.


At the end of your campaign, your strategist can provide a report of the geolocation targeting.

What Is Geoframing

Geoframing enables the creation of a custom audience based on mobile devices collected within a specific location and time. The creation of a geoframe, or the location and time frame of which mobile devices are being collected and aggregated into that actionable custom audience, allows marketers to target individuals from specific events or locations after they have left that geolocation. 


Use cases for creating geoframes includes attempting to attract repeat customers to a company, trying to attract foot traffic from a competitive business, or cross/up-sell customers from events.


Powered through Factual's GeoPulse Audience or OnSpot's Device ID Retargeting, providers utilize mobile service carrier and device ID data to create pools of users for custom audience targeting. OnSpot's Device ID Retargeting is only available in the United States.


After providing your Strategist the needed addresses, geoframes can be built by by drawing a perimeter around your targeted locations. Your Strategist can provide one hour of geoframe building services before billable hours apply, or you can build your geoframes in Factual/OnSpot's system. After the creation of the geoframe, the geoframing provider will begin aggregating the mobile IDs of the users seen in your location at your selected timeframe. 


The strategist will make the geoframe available as a partner segment that can be added to a custom audience in your Audiences Tool. Once applied to your ad group, the ad group will be charged an additional $2 or $3 CPM, for OnSpot and Factual targeting, respectively.

How to Pick Between Geofencing and Geoframing

Geofencing and geoframing are both forms of geolocation targeting that rely on hyper-specific location data from a mobile device to create an actionable target for your advertising campaign.


Geofencing is a tactic best-suited for campaigns looking to narrow the scope of their campaign's reach to someone within a geofence right at that moment. For example, your brand may have a product that is sold at Whole Foods locations. By leveraging geofencing, you can reach shoppers who are presently at Whole Foods locations and show them an ad for your product to drive sales.


Alternatively, geoframing is best for trying to collect a user pool based on their having been at a specific location, but that is used in the future for retargeting, cross-selling or up-selling. For example, your brand may wish to collect the device IDs of the individuals who come to their store to retarget them later to return for another purchase. Your brand may also want to target the devices who have entered the perimeter of a complementary or competitor's location and try to attract like-minded customers.


Please feel free to reach out to your account strategist for assistance in selecting which tactic is best for your location, timing and campaign objectives.

Why Use Geofencing or Geoframing

Choozle offers a number of geolocation targeting types in-platform, including nation, state, city, DMA and postal code targeting. That being said, certain circumstances warrant collecting user devices in a more granular location.


Geofencing affords marketers the chance to narrow the scope of their campaign's targeting to geolocations more narrow than the pre-built options available in our campaign setup. Geoframing allows marketers to collect users who have been to a location for retargeting at a later time. In both instances, mobile device data is collected and utilized to create a more niche audience than standard geolocation targets allow.

Geofencing and Geoframing Best Practices

  • It is recommended that you build the campaign's creative using mobile creative sizes (300x50, 320x50, 320x480) or sizes accepted across devices (300x250, 728x90) since geofencing and geoframing options target mobile devices.
  • When creating a geoframe or geofence the 'Targeting Code' is a description that will be visualized in the Choozle platform. The 'Targeting Code' naming convention can be the same as your 'Design Name' naming convention. 
  • Set your base and max CPMs at a rate higher than standard display tactics to ensures you win a large percentage of the limited inventory in hyper-local geolocation. 
  • Additionally, do not disable mobile devices from your campaign's accepted device types.
  • If you are applying a geofence or geoframe, it is not recommended to layer any additional targeting constraints (data targeting, contextual targeting, site targeting, etc.)
  • Standard and rich media display creative have more ad inventory on mobile devices than video creative, and MRAID video has more inventory than VAST inventory.
  • Due to the narrowed geolocation, do not set a frequency cap below 3 impressions per 24 hours.

Geofencing and Geoframing Walkthrough