What is Geofencing, What is Pre-Roll, What's Geofencing Pre-Roll?

As you may already know, digital advertising is the mass delivery and display of ads on websites, mobile apps and connected TV apps. It’s primarily used to drive website traffic, generate leads/sales and/or build brand awareness. It exists on an auction system where the price is derived in real-time from supply & demand. The results are data driven, including views, clicks, impression, visits, purchases and downloads. Lastly, the targeting depends heavily on the ad format, goals and products being used. The products we’ll be exploring here are Geofencing, Video Pre-Roll and Addressable Geofencing.

Geofencing

Geofencing is a type of targeting where mobile app users are identified and served ads as a result of their physical location. For example, a bicycle store may identify locations/addresses where potential customers may frequent such as competitor stores or trail start/end points to compile a list. This list of locations is then used to build a customer list of people who visited said locations, based on mobile phone data. Post visit, these people are eligible to see the bicycle shops digital ads for up to 30 days, for example. When/if these people choose to visit the advertiser’s bicycle shop, they are considered a “conversion”.

Video Pre-Roll

Pre-roll is a type of video advertising where a short video is played before the video clip a person has selected. Pre-roll ads are :15 or :30 seconds and displayed on desktops, tablets and smartphones. The :30 ads are skippable after :05 seconds. Since pre-roll ads are videos, they’re known to stimulate higher brand recall and provide higher engagement than other ad types, such as display ads. For example, 64% of users are more likely to buy something after watching a video of it and viewers retain 95% of a message when they watch it in video. In addition to video views, users can “click” and be taken to your website, webstore or mobile app download to take further action. There are many targeting options available with pre-roll ads including affinity, in-market, remarketing, and more. 

Addressable Geofencing

Addressable geofencing is a unique product that brings together aspects of both traditional display geofencing and video pre-roll. Like with pre-roll, the ads are videos. However, they’re eligible to be served on smart TVs as either pre or mid-roll. Like with geofencing, targeting is based on physical addresses. However, the address in question are home addresses (or neighborhoods, zip codes, etc.). Any device within the household accessing web content or TV programming via the internet, live streaming, or on demand entertainment can be served the ads. Additionally, demographics, such as age, gender and educational level can be layers on the geographic targeting.

The Costs

Like with all digital advertising, the cost depends on the ad type (search, digital, video) and how detailed the targeting is. In the case of geofencing, pre-roll, and addressable geofencing, the cost is calculated as CPM or cost per thousand impressions meaning you pay for ad views. In our experience, the average CPMs are $8 geofencing, $24 pre-roll, and $30 addressable geofencing.

In Closing

Whether you’re choosing between these products or many of the others digital advertising options available to you, it’s difficult to make the right decision. Your goals, ad content and budget all impact which products will be the most successful for you meaning it’s best to trust the experts. If you’re looking to harness the power of digital ads, Trifecta Marketing Services has the experience and expertise to make this happen. To learn more about our custom marketing packages, visit www.trifectamarketingservices.com.