There are several “geo” terms in digitaladvertising, and it can be complicated to determine which option is best foryour campaign. With so many opportunities and choices it is important tounderstand the differences.
First let’s define our “Geo” terms:
Geo-Targeting (Geographic Targeting): all digitalads are geographically targeted meaning we serve ads to specific geographicareas like a city, zip codes, or large radius around a location (several miles),etc.
Geo-Fencing: serving ads to anyone possible, in a small, specific geographic area (i.e., a competitor’s location). We usually do this with our Mobile Conquesting product.
Geo-Retargeting: serving ads to peoplewho were in a geo-fenced area and following them after they leave thegeo-fence. This is done with our Mobile Conquesting product. (This is sometimescalled Geo-Farming by other providers)
Geo-Retargeting Lookalike: serving adsto people who were in a geo-fenced area and following them after they leave thegeo-fence AND targeting their neighborhood. This is done with our MobileConquesting product.
Geo-Framing: going back in time to an event and serving ads to people now who were at the previous event.
Sonow that we know more about the terms, how do we determine which strategy isthe best fit?
Geo-Targetingallows you to layer specific consumer targeting like demographics, behaviors,and interests in addition to where the person is located. So we are usinggroups of IP addresses to determine location, and then adding in additionaltargeting options. Go with Geo-Targeting if a client needs to reach specifics targets in a broader area, for example:“soccer moms who frequent Starbucks in zip code 90210.” This can be done with any of our digitalproducts such as Behavioral Targeting, Native Ads, Facebook and Instagram,Mobile Conquesting, etc.
Geo-Fencingis usually used when the geo is tighter, and you are okay with capturingeveryone within the fence regardless of their demographics or behaviors such aswhat coffee they like. Use this if aclient has a request such as: “I need a tight geo fence around the arts andcrafts festival located on 123 main street for 3 days this summer.”
Nowfor the other options and layers. Once you start with the Geo-Fence on our MobileConquesting platform, you can add options. Like, “Continue to follow everyonewho was at the arts and crafts festival until my impressions run out.” Thatadds the Geo-Retargeting piece. We are following people (on their mobiledevices) because they were inside that virtual fence.
Ifthe client also wants to reach the neighbors of people who were inside the Geo-Fence,go ahead and add “Geo-Retargeting lookalike.” A great example here would be cardealerships. They might Geo-Fence their dealership as well as competitivedealerships, so they have the potential to reach EVERYONE inside those fences.Now, hopefully someone drives home with a new car. We are still able to followthem AND their neighbors (who likely now have “new car envy”) with an ad forthe dealership. Not every client will need to add this piece, but when it makessense it can be very effective.
Geo Framing works completely different. In this case we go back in time to an event that was missed. Let’s go back to the Arts and Crafts festival. Perhaps you have a client that is offering an Arts Camp late summer and they didn’t Geo-Fence the event. We can go back in time, capture the mobile device ids of people who were at the event, and then we serve ads to their phones and at their households on any device through their wifi connection. If the event is at least two weeks past but not more than six months, this is a great option to recommend.
One final note, although I talk about Geo-Fencing mainly with Mobile Conquesting, it can be done with our display exchanges as well. The difference is the fence is not as tight or accurate, think one mile vs. 500 feet.
Ifyou need more help deciding which option is best for your campaign, reach outto your Vici Trainer for customized help!
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