#WeBuildWednesdays Episode 24: Programmatic, Geofencing, & Display Ads

What is Geofencing & How Should I Use Display/Programmatic Ads?

What’s up, guys? Happy Wednesday! Mike Norris here with Youtech. Today, I’m going to talk to you a little bit about geofencing: what it is, when to use it, etc.

Display Advertising

There are a couple forms of geofencing but the one that we primarily talk about here is in terms of display advertising. Let’s say you wanted to use Google to run display ads at a particular location and, on Google, the smallest geographical location you’re able to get down to is a zip code. What we do is we will run these ads programmatically through a DSP (Demand-Side Platform) and we will run ads that are geofenced around a particular building. It could be a building, it could be an area, it could be a park, it could be a one-mile radius around your location. Through the DSP, outside of Google, we can do anything. We can geofence this room that I’m in right now if we wanted to with ads, so we can get pretty granular.

Branding Purposes

One of the best benefits of geofencing and really the primary reason to use it is for branding purposes. You’re not usually going to see a great ROI with geofencing right out the gate. That’s one of those things where if you’re looking to get some kind of new initiative started, it’s perfect for branding, perfect for building awareness, so you start showing these ads to people who enter into that location at any given time. What you’re able to do beyond that is extend the window that those people will see ads for 30 days, 60 days, 90 days, up to 120 days, so anyone who walks into your location, opens up their phone—let’s say they open up their Facebook app or their Google Chrome browser and start hitting some places on the internet, they watch some videos on YouTube, whatever it is—we capture them in our audience as someone who was in our target area in that particular time period and they’ll see our ads for the next 30, 60, 90, 120 days. So that’s really great if you’re looking to target people in a specific location.

B2B Marketing

Some really good uses for this are B2B. Oftentimes, with account-based marketing, you might be looking at a particular building that you want to focus on or all the locations of IBM, let’s say, if you’re targeting IBM. You could need to draw locations around all the different IBMs around the United States if we wanted to and run our ads like that. It’s really nice when you do things like this because your ad creative can get really customized. You can say, “Hey, do you work at IBM? Are you interested in some marketing solutions?” or something like that. When they see it, they’ll think, “Oh, how do these people know I work at IBM?” They might start thinking that their phone is listening to them when they talk, all that kind of stuff. This is how you do it. You do it with geofencing.

That’s the video for today. Have a good one, guys, and happy Wednesday! Thank you.

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