GeoFraming™: A Comprehensive Guide

In the world of digital marketing, seeing where people go online is a valuable tool to understand their behavior and what products they might be interested in. But what if you could use people's real world behavior to gauge what goods or services they might be interested in buying? More importantly, what if you could gauge things like purchase intent? Read on to find out.

The Basics: Geotargeting

To understand GeoFramingTM it is important to understand geotargeting. Geotargeting is simply engaging your targets with advertisements based on their location. By understanding where your audience is located, you can tailor your messages to be more relevant and personalized, increasing the likelihood of engagement and conversion. This allows your business to deliver highly targeted and localized campaigns, optimizing your marketing efforts and maximizing return on investment.

geoframing guide

What is GeoFramingTM?

GeoFraming is a proprietary service by which El Toro is able to draw GeoFramesTM around a location of interest, collect the mobile advertising device IDs (MAIDs) of the devices seen there, match those back to a home address, and then target the all of the devices in that home. GeoFraming uses latitude and longitude data to inventory MAIDs at the square meter level. GeoFrames are virtual shapes on a map that surround an area of interest. (See below.)

Geoframing frames
An example of a GeoFramedTM location in our portal.

So, for example, if you are a small business owner selling garden supplies, and you want to expand your target audience but you aren't sure how to do so, you could create a virtual frame around major garden centers. This GeoFrame would give you unparalleled insight into footfall traffic at those major garden centers in real time and up to 6 months in the past.  The MAIDs of the customers seen there can then be matched back to home addresses that can be targeted with your ads.

GeoFramingTM vs. Geofencing

Geofencing is a popular term and well-established marketing tool that has been in use since the 1990s, and it is often confused with El Toro’s GeoFraming technology and services. So what is the difference?

Geofencing involves creating virtual boundaries that trigger certain actions or messages when individuals enter those boundaries. Geofencing uses cell towers to triangulate the approximate location of prospects, serving ads to them in real time. Since geofencing can only be used in real time, its overall use is limited, as you can only reach potential customers in the geofenced area when they are there. Also, since the location is based on cell tower data, you may end up targeting people outside of your desired location.

GeoFraming refers to the process of capturing historical location data within a specified area and saving the information to engage them at a later date. To improve accuracy, GeoFraming gathers data based on longitude and latitude down to the square-meter level as well as observed human behavior. You can use GeoFraming in real time, or target MAIDs that were inventoried at the location up to 6 months ago. You can identify and target MAIDs once they travel elsewhere.

GeoFramingTM Engages Clients After Their Visit

GeoFraming saves MAIDs to engage later, while geofencing allows you to target in real time.  Which is better for business? To better understand this comparison let's use another example. You are a marketing representative for a soda brand looking to drive sales using geotargeting. Your company sells in multiple supermarkets in a city, half of these locations have a geofence around them, while the other half are GeoFramed.

With geofencing, you can reach your target with soda ads using cell tower triangulation in real time. While they are in the supermarket, you can send soda ads to their device to push them to make that purchase. Unfortunately, this system relies on one thing, your target customer being on their device while they are in your geofence. Going further, because your prospect needs to access an app that can receive ads while they are in your geofence, you won't be able to reach them if they are in a shopping list or notes app.

Using GeoFraming, you are collecting the MAIDs of customers as they go through the store. You can then send soda ads to their house the day before they most frequently shop, keeping your brand top of mind. GeoFraming allows your brand a much wider window to target prospects because it engages them in their homes or on their mobile devices months after their original visit. While geofencing can only reach them in the short window they are on their device in the supermarket.

Understanding Intent with GeoframingTM

When it comes to online advertising, a key metric that is often exaggerated is purchase intent. Browsing a website might show purchase intent, but it's not a guarantee. How many times have you browsed realty websites for fun, or maybe looked at new models on a car dealer's website? You are on the site, but with no intent to purchase anything.

On the other hand, you would not visit homes for sale for fun in your spare time, or go to the showroom and test drive a car that you have no intention of buying. Those activities require too much effort to not indicate some level of purchase intent. That's where GeoFraming comes in. By inventorying MAIDs seen at those locations, you can be confident that the devices you are sending ads will resonate with the prospective customer.

geoframing advertising frames
An example of a GeoFramedTM housing development. IP addresses seen here might indicate a higher purchase intent for a realtor.

GeoFramingTM and Auto Dealers

A major auto dealer wanted to identify more in-market consumers shopping at their competition. Using real-time location data, this dealership wanted to build brand awareness by identifying competitors' customers and directly targeting them.

Using El Toro's GeoFraming technology, MAIDs seen at competitor dealerships were matched to physical home addresses. This data was then combined with dealer management systems, consumer files, and garage data to identify prospects in the market for a new vehicle. El Toro then served banner ads to the highest-potential prospects without using cookies.

The result? This dealership experienced the largest sales increase of any dealership in this major American car brand’s network of dealerships. This monumental increase in sales was the result of spending $193 per vehicle sold on advertising. For context, dealerships are currently spending more on digital marketing than ever with dealerships routinely spending $630 on average for each mass-market vehicle sold.

geoframing being used with auto dealers

GeoFramingTM and Quick-Service Restaurants

During the Great Resignation in 2021, where 78% of quick-service restaurants (QSR) said they didn't have enough employees to meet consumer demand, several franchisees of a popular QSR contacted El Toro about using our Venue Replay and GeoFraming technology to identify, reach, and recruit employees for their restaurants.

Using our GeoFraming technology, El Toro identified the MAIDs seen at competitor QSR restaurants and mapped them back to physical home addresses through corresponding IP addresses. Taking this strategy beyond our normal Venue Replay, we then applied a custom time-seen logic to the audience, filtering out customers so we could focus our client’s ad budget on industry employees.

Why GeoFramingTM is Right for You

GeoFraming revolutionizes digital marketing by providing unprecedented access to consumer behavior and real-world location data for highly targeted advertising. Unlike traditional geofencing, GeoFraming captures both real-time and historical location data, allowing businesses to craft personalized marketing strategies that drive sales growth and operational efficiency. With its advanced targeting capabilities, GeoFraming empowers businesses to gain a competitive edge and achieve long-term success in the ever-evolving digital advertising landscape. If you are interested in running with the bull, contact us here.


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