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      Geofencing and Geoframing

      Geofencing and geoframing are two forms of geolocation targeting that allow marketers to reach individuals based on specific, hyperlocal location data. These features are part of Choozle's Supported Solutions and can be implemented with the help of our Client Support team. Please also reference our Geofencing & Geoframing Overview Document! 

      Guide:


      Overview

      Geofencing uses a real-time virtual boundary to target consumers with ads while they are currently inside or entering a specific, hyper-local area like a store or event. Geoframing, conversely, captures the device IDs of people who have been to a location in the past, allowing marketers to build a custom audience and retarget them later across various channels.

      What Is Geofencing?

      Geofencing enables marketers to target mobile devices based on their real-time location. This tactic is well-suited for reaching individuals at a large location or chain of locations where advertisers do not already possess 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.

      Marketers can establish a "fence" around a specific location (radius around an address or a drawn frame) to create an actionable, real-time audience.

      • Radius Targeting (The Trade Desk - TTD): We primarily use The Trade Desk (TTD) for simple radius-based geofencing. This method allows you to target users in real-time based on their proximity to a list of latitude/longitude coordinates and is offered with no additional CPM cost. TTD validates the accuracy of the ad's placement by requesting the device location data before an impression is served.

      • Polygon Targeting (Foursquare): For campaigns requiring polygon targeting (custom-drawn, complex shapes that precisely match a building or venue), we leverage Foursquare. This method is more complex and involves an additional $1.50 CPM on top of media spend, which is factored into the overall media cost.

      Geofences can be built from broad identifiers like location names, types, postcodes, DMAs, and more. However, for The Trade Desk (TTD) radius geofences, these identifiers must first be converted into precise latitude/longitude coordinates for the file upload. A Choozle Strategist will build your geofence in the chosen system and make the data available as a targetable geolocation to be applied on the back end. Once applied to your Ad Group, the group will only look for impressions of mobile devices available in that geofence if you apply multiple geolocations at the Ad Group level. 

      What Is Geoframing?

      Geoframing enables the creation of a custom audience based on mobile devices that were present within a specific location and time window in the past. By defining a geoframe (the location and historical time frame where devices are collected and aggregated into an actionable audience), marketers can target individuals from specific events or locations after they have left that area. Common use cases include attracting repeat customers, drawing foot traffic from a competitor, or cross-selling and upselling to customers who attended certain events.

      Powered through Foursquare Audience, this tactic uses mobile device ID data derived from historical visitation patterns to create targeted pools of users for custom audience targeting. This is only available in the United States. A Choozle Strategist can draw your geoframe perimeter around your targeted locations, or you can build your own geoframe in the Foursquare Audience platform using a self-service login that a Choozle Strategist can provide. Just reach out to our team to get access.

      Once the geoframe is created, the provider will begin aggregating the mobile IDs of users seen in your selected locations during the specified time frame. A Choozle Strategist will then make the geoframe available as a partner segment that can be added to a custom audience in your Audiences Tool. After it is applied to your ad group, the ad group will incur an additional CPM of $3 for Factual targeting.

      How to Pick Between Geofencing and Geoframing

      Geofencing and geoframing are both forms of geolocation targeting that rely on precise location data from mobile devices to create actionable audiences for your advertising campaigns.

      Geofencing is best suited for campaigns that want to reach people while they are physically inside a defined location in real time. For example, if your product is sold at Whole Foods, you can use geofencing to reach shoppers who are currently at Whole Foods locations and show them an ad to help drive immediate sales.

      Geoframing, on the other hand, is better for building an audience based on where users have been in the past, so you can retarget, cross-sell, or upsell them later. For example, your brand may want to collect device IDs for people who visited your store so you can encourage them to return for another purchase. You may also want to target devices that were seen at a complementary or competitor location and try to attract those like-minded customers.

      If you are unsure which tactic is the best fit for your goals, please reach out to your Account Manager or the Support Center for help selecting the right approach based on your location, timing, and campaign objectives.

      Key Benefits

      Location-based targeting tactics like geofencing, geoframing, and geolocation targeting enable you to reach your audience based on where they are. By leveraging these tactics, you can increase brand visibility, compete with larger brands, and capture attention at the right place and at the right time.

      Choozle offers a number of geolocation targeting options in platform, including nation, state, city, DMA, and postal code targeting. However, certain strategies require collecting user devices from a more granular location.

      Geofencing gives marketers the ability to narrow their campaign targeting to locations that are more precise than the standard options available in campaign setup. Geoframing allows marketers to collect users who have been to a specific location so they can be retargeted at a later time. In both cases, mobile device data is collected and used to create a more niche audience than standard geolocation targeting can provide.

      Geofencing and Geoframing Best Practices

      • It is recommended for geofencing that you build the campaign's creative using mobile creative sizes (300x50, 320x50, 320x480) or sizes accepted across devices (300x250, 728x90) since geofencing 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 ensure 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 for geofencing campaigns.
      • 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.

      How to Get Started

      Geofencing and geoframing are part of Choozle's Supported Solutions. To unlock and leverage this powerful location-based targeting, please contact your Account Manager or our Client Support team for assistance and more information.

      As a result of recent privacy legislation in Virginia, Connecticut, and Washington, our ability to execute historical location targeting tactics like geoframing or offline attribution within these states has been restricted. While real-time geofencing remains a viable option, functionalities such as targeting with a lookback window (geoframing) and tracking offline visit feeds (attribution) are no longer viable in these regions, as they involve the restricted use of sensitive historical location data.

      Geofencing and Geoframing Walkthrough