Location-based Targeting

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

What’s Location-based Targeting?

Location-based targeting tactics include geofencing, geoframing, and geolocation targeting.

Geofencing allows you to draw a virtual fence around a location and serve ads to mobile device users inside that geo-fenced area.

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

Geolocation targeting allows you to target countries, cities, neighborhoods, or regions by postal code.

How It Works

Geofencing

Geofencing works by establishing a virtual fence around a specific location. As an added layer of accuracy, geofencing providers validate the exactness of each ad’s placement by requesting the device location data before an impression is served. Geofences can be built from location names, types, postcodes, designated market areas, businesses, and more. In Digimatiq, a Strategist will build your geofence in our partner’s system and make the geofence’s data available to be selected for use in your ad group.

Geolocation Targeting

A geolocation is set for every campaign run in the Digimatiq platform. At the ad group level of the campaign setup, you can enter or exclude multiple countries, states, provinces, regions, cities, or designated market areas. For more granular targeting, you can also create and upload a list of postal codes for any country that has a uniform postal code system.

When to Choose Geofencing or Geoframing

Geofencing

Serves ads to mobile device users in real-time
Targets anyone visiting a specific store, venue, or service
Good for promoting products or services while a user is at the location

Geoframing

Serves ads to mobile device users after they’ve left a location
Captures data from anyone visiting a specific store, venue, or service
Good for leveraging historical data

Notes & Best Practices

Geofencing and geoframing are part of Digimatiq’s Supported Solutions and available with minimum spend requirement. These tactics can be implemented with the help of our account management team. Reach out to us to learn more.
When using geofencing, we recommend creating a geofence, or multiple geofences, that can target at least 100,000 mobile devices.
We recommend using standard mobile ad sizes (300×50, 320×50, 320×480) or sizes accepted across devices (300×250, 728×90).
Set your base and max CPMs at a rate higher than standard display tactics to ensure you win a larger percentage of the already limited inventory in hyperlocal geolocation.
Combining geofencing and geoframing with other targeting tactics can make your target audience too narrow.
Due to the narrowed targeting, the frequency cap should not dip below three impressions every 24 hours.
Geo-fenced areas need to be drawn within the set geolocation.