Propellant Media is a digital advertising and geofencing marketing firm, and Justin Croxton serves as the Chief Executive Officer of the business. He has worked in marketing for over ten years and has a profound grasp of digital marketing methods. Repellent media began as an agency with one employee six years ago and has since developed into a firm with eight figures in annual revenue.
Justin became aware of the need for programmatic display and geofencing and began providing these services to an increasing number of customers. If you are a car dealership and you want to target customers who are currently in the market wanting to purchase a vehicle, geofencing is the ideal method to achieve so. The use of geofencing is to generate engagement and awareness as a solution to the problem that it solves, which is targeting someone based on their physical location, and the places that they go.
Geofencing needs to be part of your marketing plan, it can be its own penicillin from a marketing perspective. Pushing people from multiple different places to be retargeted, increases the effectiveness of your overall marketing plan. The possibilities for applications are almost endless and many different applications can be used. They do stray away from e-commerce stores or SAS because geofencing is the top middle of funnel awareness, building engagement and not generating leads. They do event targeting for B2B. Brands that are presenting at conferences, car dealerships, or brick-and-mortar retail locations. You want to be able to measure the people who click on your ads from the geofencing locations and come back to your store.
You should look for the audience that has the greatest, most specific goal, and then figure out how to reach them in a variety of various settings. According to Justin, they are able to restrict particular mobile applications and websites and even direct consumers to Facebook and Instagram after they have seen an advertisement on their own site. Monitoring the number of people who see the advertisements, click on those advertisements, and then visited their actual locations.
If you think in terms of the top, the middle, or the bottom of the funnel, bottom funnels will typically be your Google Ads, maybe Facebook site retargeting. Geofencing may be some Google display keyword, or contextual search targeting in the middle of the funnel. The top of the funnel might be tv, radio, or print. Programmatic display is at the top of the funnel where you just want to let people know within your target audience that you exist. Put most of your money towards the lower funnel and layer what’s going to continue to feed people down that funnel. Try to find that audience with the highest intent hit them in multiple different arenas, and that’s what they’re there to accomplish.
The fact that advertising is concerned with inventory, finances, and communications makes it one of the most intriguing fields. The true talent of advertising creatives lies in their ability to tie it all together to create a cohesive message. Elevate your consciousness in marketing, geofencing, and OTT advertising and gain value for your business.
In this episode:
[02:26] When Justin started to focus on one area of geofencing advertising and realized there aren’t a lot of people playing in the space
- The type of execution that they had to do for themselves
- How easy it is to get into the digital marketing space
[05:49] Having experience in a particular area and getting many clients in that space
- Grow an agency relatively quickly and offer a lot of different services
- Being the solution to the problem that it solves and targeting someone based on their physical location
[10:05] Being able to measure the people who click on your ads from geofencing locations
- Providing a level of attribution modeling within your media planning infrastructure
- Pushing people from multiple different places to be retargeted
[13:19] Looking at media planning basics in terms of the funnel
- Thinking in terms of the top, the middle or the bottom of the funnel
- Put most of your money towards the lower funnel and layer what’s going to continue to feed people down that funnel
[17:47] Discussing the space that Geofencing and OTT advertising is fantastic for
- Targeting people on streaming apps like Roku, Amazon, Fire, and websites to leverage the geofencing
- Dealing with competitor developments by building virtual fences around locations