Geofencing – Off-Campus Housing

Mobile Marketing is a perfect fit for companies that own off-campus housing properties. College students are a great demographic for geofencing. The expansion of mobile capabilities and tracking have allowed mobile marketing companies to be creative in their approach to client’s needs.

Off-Campus Housing properties need to fill beds. The competition is fierce. There seems to an insatiable appetite for newer and better. But if there was an ability to meet the short term goals of filling units and create a consist pool of would-be renters that would be an interesting model.

Mobile Marketing can deliver that model. Here are some key aspects that mobile marketing uses to create a campaign for off campus housing properties.

Video Ads – The rise of video ads continues. The price has dropped and video ads are more effective than banner ads.  Another important aspect is that they tell a story. Marketing is all about telling a story.  By delivering your commercial to the tagged smartphones you can bring your property to them before they visit you.

The first week can be an introduction video commercial the second week could be commercial inviting device users to an event at your property and so on. After the device owner clicks on the video they are brought to your landing page to see the conclusion of the presentation. Copley Advertising is offering a video commercial in each tagged smartphone on campus. All user data (engaged IDs) is stored for future retargeting.

Geo-Conquesting – Your best demographic is students living in other off-campus housing. Even if the property is not in the targeted demographic the results we have seen is that the click rate is still between 2x to 6x higher than the average campaign.  Plus delivering those impressions that engaged to the retargeting pool is key.

Data – Many mobile platforms ignore the data. Copley Advertising helps clients see that each target location has subtle differences. Drilling down to operation systems (Android or iOS), app placement (which apps are overperforming and which apps are underperforming) and creative A/B testing. This information changes from college to college.  It’s extremely important that the information from the data guide the campaign.  This will increase effectiveness and efficiency.

Mobile marketing is not about just geofencing. Copley Advertising has the tools and experience to put together a complete marketing program that will reach off-campus housing’s short term and long term needs.

Questions? info@copleyadvertising or (617) 651-2249.

Top 5 features of Facebook’s mobile advertising platform

Gary Vee is in front of a crowd and again says.  “Facebook is one of the best B to B tools out there. If you are not doing Facebook dark posts then you are losing out.”

He’s right.

Right now Facebook is an incredible value.  $6 CPM is a steal based on the platform’s capabilities.  Every month Facebook rolls out new features and updates.  It’s an embarrassment of riches.  Here are the top five features that make Facebook’s Mobile DSP Platform a great fit for B to B mobile advertising.

Self-Optimizing – I am a big fan of granular reporting.  Most of the time I like to get my hands dirty and pick which apps are performing, tracking operating system click rate, creative A/B testing and many other benchmarks.  Facebook’s self-optimization will choose which demographic features (age, sex, placement) is working and move your impressions to ensure a lower cost per click.  And Facebook does a very good job.  They will even notify you if they think a change in targeting is needed to further optimize your program.

Video Ads – You can upload your video ads to the Facebook platform in seconds and begin your video campaign.  I use my YouTube videos and never had an issue.  When the campaign starts Facebook will log in views, how long the views are and the price per view which is usually pennies.  Why is Facebook doing this?  YouTube.  Facebook wants YouTube out and is replacing it with its own video platform.  The engagement rate using video ads is huge.   Video ads are taking over mobile.  It’s another differentiator from other advertising.  The fact that Facebook recognizes this and makes life easy is huge.

Dark Posts – One of my favorite phrases in media…Facebook Dark Posts.  In reality, it’s easy to do.  The point of dark posts is that the ad is not posted to your “page” when published. An example is my business page is Copley Advertising.  I use my platform to post ads for clients all the time.  I don’t want every client’s ad on my newsfeed.  Dark Posts helps solves the problem.  Plus it seems the click rate is very good on average.

Targeting – Facebook has great targeting.  You can target by street address, hobbies, last time you traveled, what newspaper your demo likes,  job title, company employed by, Facebook groups, pages you follow, income and on and on.  Pretty impressive.  Plus setting up different Ad Sets for each test is easy.  With Split Testing you can increase your optimization and Facebook will reward you with a cheaper CPM.

Ease of Use – Facebook has made the platform very easy to set up with little or no knowledge of code.  The ad manager is great for the majority and the Power Editor allows the user to take a deeper look at the campaign and offers more tools to play with. There is no reason why you can’t have your first Facebook ad up in minutes.

So why is Facebook doing this?  Easy.  Money.  They are proving that they are a serious B to B DSP mobile platform.  They are looking to attract big companies and agencies to hop on the program.  Facebook is a great mobile platform for B to B advertising.  Use it now because late 2017 it is going to cost you a lot more.

Geofencing: Trade Shows

Excitement bubbles through your veins. You’ve spent months perfecting your product. Now, it’s time to present it to some of the leading retailers and angel investors at a trade show. Reality hits. Thousands of other startups are also trying to grab the attention of these instrumental people.  You have to find a way to lure them in…a way to stand out and get them to pay attention. Geofencing is your answer. The following tips can help you leverage the power of geofencing at your next trade show.

Have a Clear Call to Action

Location based advertising feeds impulsive decisions.  Your geofencing ads should, therefore, have a clear call to action. Someone who enters your chosen geofence and sees your ad should, for instance, be prompted to utilize a discount coupon at your booth. It’s about getting the user to make a clear decision related to your brand in the moment.

Don’t Bombard Users

Geofencing is location based. However, avoiding the temptation to bombard potential customers with redundant messages is crucial. For instance, someone who has already entered the geofenced area shouldn’t constantly receive the same message every time he or she reenters the area.  Using routing algorithms to help people who have seen your ad find the fastest route to your booth is your safest bet.

Use the Data

A myriad of consumer behaviors is captured by geofencing. Some of this data includes: where consumers spend the most time at the trade show, the aspects of your booth that generate the most interest, and the amount of foot traffic you’re actually getting.  Using this data wisely helps you make informed decisions.

Trade shows are often expensive investments. Geofencing is one strategy that you can use to maximize your ROI at trade shows. Having a clear call to action, avoiding redundancy, and using the data you receive wisely can help you make the best use of your geofencing campaign. Copley Advertising has a team of geofencing experts who can help you create the best geofencing campaign for your next trade show appearance. Email us at info@copleyadvertising.com

It’s The Data Stupid

In the bad old days (yesterday) the client would receive a weekly report regarding their mobile campaign. It was four lines showing the number of impressions along with clicks. That was it. If you wanted to dig deeper into the numbers you would have to beg your sales rep to go to some special backroom where the engineers compiled such information and eventually be told no because they just didn’t give out this information. #sad.

Now life is better. Granular data reporting shows the client a wide range of trackable parameters. Why is granular reporting so important?

Optimization – granular data will the show the DSP the areas where the bid amount or even blacklisting can dramatically increase click rate. As of late Copley Advertising has seen Android outperforming iOS click rate. If there’s a 20% differential between the Android and iOS click rate (after a significant amount of traffic) Copley Advertising will clone the original campaign and start an Android only campaign. If the Android only campaign is outperforming the original campaign we would start lowering the impressions per day restriction on the original campaign. You can do this with creative, network (Smaato, Mopub, Rubicon, and others), placement and other trackable breakouts. Not only can the campaign be optimized (higher click rate with lower cost) but you are now sitting on a ton of valuable data. Besides optimizing the campaign, tweaking the art and setting up clone campaigns what are you going to do with all that data?

Offline Marketing – You share it with the client! First clients love the data. I have not had a client yet not love to listen to me talk about interpreting the data from their campaign. Granular data is a great value add to the campaign. Second, it’s information that you can help the client decide on where to spend their offline marketing. Help them spend advertising money somewhere else? Yes. If you are running campaigns in Tampa, Miami and Orlando and Tampa is getting twice the click rate it’s a good bet that your client should be spending more of their offline budget in Tampa. This type of information makes the mobile geofencing campaign a great tool for targeting key demographics in a set time and place but also works as a guide to help the client decide where to spend their marketing dollars.

A campaign with a client needs to be a partnership. It’s your job to have your client’s back. Do whatever you can to make them look good. Once the client knows that you are a partner and not just a vendor your relationship will deepen and it will beneficial for both of you.

But….back to the point. In summary, it’s the data stupid…..collect it, interpret it and share it. It will separate you from the pack.