Jeff Swartz, Dave Erickson and Botond Seres
Dave Erickson 0:03
Can Geofencing and Geofenced advertising and marketing really explode your business with growth? We're gonna dig under the fence to find out how Geofencing works and how you can use it to drive sales and growth in this month's ScreamingBox podcast. Please like our podcast and subscribe to our channel to get notified when next month's podcast is released.
What is Geofencing and Geofenced advertising and marketing? And how can you use it to explode your business growth? Welcome to the ScreamingBox technology and business rundown podcast. For this month I, Dave Erickson and my co-host Botond Seres are going to try to figure out what side of the Geofence we're on by talking with Jeff Schwartz, CEO of Ethic Advertising. What side of the geofence Are you on? Did you know that Geofencing can actually help your business grow? In this podcast, we're going to find out about one of the newest advertising and marketing technologies: Geofencing. Jeff has almost two decades of experience in advertising and entrepreneurship. He is the founder of ethics advertising agency and agency that specializes in hyper targeted digital advertising and Creative Services. He is also the author of the ebook nine reasons advertising doesn't work. Recently, Jeff and his team have just released their first and only self-serve Geofencing advertising platform built for small businesses called Qujam. So Jeff, anything you want to add?
Jeff Swartz 2:00
That sounds great, Dave, thanks for having thanks for having me on.
Botond Seres 2:03
So this was explained to me. Geofencing is basically location tracking on steroids. Well, you may want to add or detract from the statement, but I think it's a good intro to our first topic, which is, Jeff, what is Geofencing technology? And how does it work in the context of advertising and marketing?
Jeff Swartz 2:29
Yeah, it's a term that actually gets utilized for a couple of different things. So as it relates to the, the kind of advertising that we're doing it, it is an interesting kind of topic that, that gets into some of the privacy stuff, which I'm sure we'll talk about touched on and everything. But essentially what it does, it uses GPS tracking. So it's the same satellites that are helping you get from your house to McDonald's on your map, or any time you open up an app or website that says, hey, we'd like to use your location. So we can identify which Home Depot we should send your stuff to. It uses that same form of technology to identify when a person or more accurately a device has been at a very specific location. So let's say I'm a foreign company that wants to target people who are in the flooring section of Home Depot, you can actually trace a quote unquote geofence around that specific location and then when people enter that, if they have GPS turned on in the back of their phones, which in America, about 90% of phones have it turned on in the background, then the system can actually identify, hey, this device actually was at this location. And then it kind of puts it into I kind of picture it as a basket. So that device goes into a basket that when it goes on to an app or that has banner ads, we can serve them banner ads, or if they go and they on to like Roku or Pluto TV and watch their favorite show, then we can serve an ad there. Or if they go on to a website and like okay, how to lay my own flooring, and they see a commercial before that five minute video, we can serve those kinds of ads for the next 30 days, which is really cool. And the other neat thing is it's not just the capture device that was at that location, which is usually a cell phone. So if that cell phone or smartphone is actually connected to like a smart TV, a computer or a tablet, another mobile device, then we can actually identify that and start serving ads across all of those devices, which is really neat when it comes to the video stuff because someone could maybe go shopping at Home Depot for flooring and then see your local flooring company pop up on their big screen TV, you know the next day or so.
Botond Seres 4:49
All right. So is it as simple as I got the device ID and then I get the Google account of whoever is logged on into the device?
Jeff Swartz 5:02
Yeah, so there. So because this is using people's physical locations, there's a lot of privacy parameters that are put into place. So it's really only tracking that device ID and connected devices to that. There's no personal data that's on there. It's all encrypted, there's no saying, hey, you know, Botond was at this location, or anything like that. It's a, this device was there, but it doesn't even tell you really kind of like those device IDs, because it's all all kind of hidden with that, and everything. So it's also built on what we do, used to do Google exchange. But we also use over 50 other exchanges, which means that on a publisher basis, or like the different apps and websites and streaming services that we can use, we have access to hundreds of 1000s of them. So it's really identifying who the right people are, that have been to a very specific location, and then being able to have a massive network of websites and apps and streaming services that we can then advertise on. So it really doesn't matter if somebody is going on, you know, one of the Google partners or they're going on a different exchange or anything like that, we should be able to bid on that inventory to get our banner ad OTT ad or video pre roll ad in front of them.
Botond Seres 6:19
I know you just said that you can be the source of the inventory of available marketing or advertising space. And me as someone who has never been in contact with that space, I do wonder like, is it like, I want to advertise on let's say, tech websites, or that you know Best Time YouTube channel? Or maybe some big screens in a department store?
Jeff Swartz 6:50
Yeah, so that's actually a really great question. So there's a couple of things, the product that we just launched, called Qujam, allows small businesses to do it themselves. And part of that technology being,being used, and so it's really the first of of our time that any small business can actually go on do it themselves and manage themselves. So admittedly doesn't have every bell and whistle. But some of those targeted, like limitations on maybe like, I don't want to be on these types of websites, or I don't want to be on these types of devices and everything. Some of those capabilities are there, but that's more of like, the software that we use for this primarily is called Simplify. So when we have access to all the different levers, we can do that in house. So that's going to be still a managed kind of service that's out there. So it depends on the platforms that you have, those are the two that we utilize, and we offer. So through Epic advertising agency, we have the option to manage it for you, which gives us a lot more resources, or on the Qujam product side of things, people can just go and do it all themselves. There's some other GeoFence advertising companies that are out there that have a different take on it, that you can add some of those layers of limitations and targeting with that. However, there's certain things that you can't do, like we're not layering on. If you set up a geofence, around, you know, a restaurant or anything, we're not layering on third party data, onto that, because that's, that's kind of a breach of privacy in a way. Or, but we also are often encouraging our clients to not put up those parameters. Because if you think about it, if you know where your audience is, and you really want to reach them, A- that's gonna be a small population compared to reach in the entire market, like with TV or radio or anything like that. But B- if they experience your ad watch on, you know, on a website about sports, and they experience it again, on news or something that's more topical, or whatever it is, it really doesn't matter what content they're digesting, because it's more important about what those individual, who those individuals are, that there's an indication that they're a specific location, maybe your competitors are doing something that they're interested in what you have gone on. So we actually encourage unless there's a very viable reason to not add those layers of limitations. And everything, and not every medium that's out there that we would do a test Geofencing with even allows you to kind of do those limitations on it as well, too.
Dave Erickson 9:20
So what would be kind of a small business use case for Geofencing? So let's say I'm a small business, I sell, I don't know car parts, I'm targeting a certain type of user and I have a store. How would I use Geofencing to grow my business in that sense?
Jeff Swartz 9:40
Yeah, it's one of those things if you know where your, your, where your target audience physically are, then you can kind of leverage this. So it's actually useful across the board from anything from actually massive industrial companies that are only selling to a handful of other organizations and everything so maybe they're they have a small department that is like how do we get more of that down? to an example that you're giving of like a car parts kind of thing. So if you think about it, if you think about, well, where are these individuals that are buying these car parts from? Is it a you pulled em lot like a, like a junkyard lot that you can geofence? Is it O'Reilly auto parts or Autozone that you want to target? Is it the mechanic shop, where they're getting things repaired, or mechanics, also something that's important to you. So where you want to try to sell to them as well, too. So you kind of think about where they are. And then in proximity to you as well, too, if you have a physical location, event, or if you even like, ship things out as well, too. There's the economics of logistics, right? So somebody that is within 10 minutes of you is probably going to be more valuable than somebody who's within an hour of you if you have to ship it, because then you have to, if you have the shipping costs, or you have to get it there and have logistics costs as well, too. So for that particular example, those are some things that you can, you can do. And that's kind of referring it, based off of like the Qujam platform, there are additional GeoFence advertising resources that again, like Ethic Advertising has, has resources, too, that we can utilize. And a good example of that for this case would be actually we can curate a home address list based off of people that are interested in cars. So we can do it based off of the household that they, maybe the household has a garage as well, too. So we can actually create these kinds of custom residential lists, and then say, hey, in this area, there are 50,000 households. But when you put these parameters of people that are interested with in cars, that they have a car, maybe that's a little bit older, or they have a garage, or whatever it might be that we can kind of layer on to that it might drop it down to 5000 households, or 10,000 households, and whatever it might be. And then we can actually just automatically based off of people's physical property lines, geofence those individual locations, so then you're targeting people with ads that have been in and out of there. So something else to keep in mind with that is, yes, you're reaching people in the households. But you're also potentially reaching, you know, the friend that came over as well, too. There's not a big differentiator, once you set up a fence of who you're going to reach once they've actually entered that fence. It's really anybody and everybody.
Botond Seres 12:19
Right? So it's not like if I set up a geofence around my house, it's going to be targeting me specifically but anyone who's here.
Jeff Swartz 12:28
Correct, yeah. And it also depends on like, so that if you're talking about like, one individual household, because I get this question a lot, is like, Man, I don't like my ex, I want to serve bad ads to him or her or something like that. And they want to just do whatever, whatever is A- that's not ethical and everything and you shouldn't do that. But you know, we have had things where it's like, I just want this one person to see my ad. Well, there's a lot of variables on it, who, if somebody's actually going to see that ad, A- they have to have entered that geofence. B- they have to have that GPS turned on automatically. 10% of Americans are super aware that they want to keep that turned off, and everything so, so that's like that, as well as there's a component of people turning it on and off. Maybe they're like, oh, I don't want GPS turned on. And then they go into an app and it says, Hey, do you want to use the, the location to better your experience, and then they turn it back on? Right? So there's the capturing of those devices, the next layer is the use of them. So Botond, if you're like, Hey, I'm going to go on a retreat, and I'm going to be completely plugged off of technology, well, you probably aren't going to see those ads, right. Or if Dave, if you're like a avid technology user, and you have an app and you're on a game that you love to play for hours and hours and hours, greatly and increase, increases your chances of seeing one of these ads, because your usage is a lot heavier than maybe somebody else who has some who doesn't use the technology or the technology in a way that's very app and website and streaming engaged. So there's those kind of things. And then the third component as well, too, is we don't own the rights to the inventory that's on there. It's all like it's blank and everything until someone comes there and it's like, Oh, we were waiting for the ad from Ethic Advertising or Qujam and something. It's a bidding system. So let's say we're going to use banner ads and then there is somebody who we captured through the Geofencing technology that we want to serve an ad to, well, if they're playing solitaire, and we want to bid on that, that, that, that person, that doesn't mean that no other advertiser is going to bid on them. We might be bidding against a whole bunch of other advertisers. So we always kind of have a decent what's called Cost Per 1000, or aka the rate which is the cost to reach 1000 individuals or have your ads be seen 1000 times. So it uses those bid rates to then kind of jockey for position. And then we also the last thing was So we also have some frequency caps that we utilize a lot to, that just means that we don't want to serve the same ad to the same person 800 times in one day, so we're going to cap that maybe we want to serve them ads six times per day and everything, which will also kind of limit the amount that that individuals seen, but also expand the amount of, of the net population that we're able to reach.
Botond Seres 15:25
We can set limits for a device ID and birth location and those two can work together, if I got that correct. But to circle back a bit...
Jeff Swartz 15:35
Yeah, so we kind of set limits, not like on an individual device kind of, kind of basis. But it's more of like the macro, like if we say, Hey, we are only going to serve ads to somebody, you know, eight times per day, let's say, well, that's going to be the same for every device that we capture.
Botond Seres 15:53
Oh, right. Okay. And I'm really interested in that unethical example you brought up like, I hate someone and I want to serve them terrible ads, but with a twist. So if I like myself, and I hate ads, can I just buy all the ad inventory in, at my house? So I always see my own ads?
Jeff Swartz 16:13
Yeah. So you, you can do and actually, that's a funny, like, it's a funny statement, but at the same time, we often have run into the question of like, Hey, why haven't I seen it? And everything from like, the owners, or the people that are utilizing it and everything? And oh, yeah, that makes sense. Yeah, like they, they often like they want to see it, they want to have pride in it, they want to see it and everything. With Geofencing, it's often like, are you Geofencing, your house and your business and everything, because oftentimes they're, they're maybe not doing that, or maybe their target audience doesn't match them. So they're, the habits are a little bit different, or their usage is a little bit different, or they have GPS turned off on their phone, or whatever it might be. So Geofencing is really a lot better on the macro. Now, if you target yourself, and you match some of those criterias, you will start seeing your ads. But there is AI that's built into both this platform, as well as a whole bunch of other platforms as well to from the publishers, to inventory systems to the distributors and everything to where they're, it's very gonna be very unlikely that that nobody else is going to, you know, not get into the rotation as well, too. You'll see other ads now you can adopt, especially for banner ads, ad blockers, which can kind of help you be like, Hey, let's stay away from that and that's something to contest too. And another thing to consider is that some people have ad blockers put into place, which makes it difficult for programmatic digital advertising, like we're talking about to actually distribute as well, too. But yeah, I mean, you could, you could play around with that and everything, but you will see other ads and besides your own
Botond Seres 17:49
I’m thinking, something more like setting up a geofence around my home than just serving everyone GTA ads. This is someone comes over and like they're thinking, what's, when did I get to this alternative dimension?
Jeff Swartz 18:03
Yeah, and that's actually so that's one of the things I love about this for small businesses, and actually, even for small departments as well, like people that have smaller budgets with a targeted audience, right? We've done things where, you know, it's a lot more mass scale, like we've done things for veterinary clinics, where that's a much larger audience, pet stores, dog parks, other veterinary clinics. There's like a big range of what that is. But then there's also some things where there's individuals who are like, I only care about 400 people. That's, that's it, I know who my customers are. And usually, that's because they're in a very niche audience. I know who they are, I know where their offices are, I know where their homes are. A good example is we helped end a nursing strike 50% faster. Because the decision makers and the families are the decision makers, we knew where they were. And we spent in comparison to what you would spend on like a traditional kind of campaign between and this, we had other targeting tactics besides Geofencing. So we had other things that were at play here. But the feedback that we got was, Wow, you guys are everywhere with your anti spam, like, are not anti, but with your strike message of like better wages for nurses and everything and stuff like that. So the board members, the decision makers, there was probably only 40 or 50 of them who got bombarded with these ads, because they were so hyper targeted. Now. Not all of them because not all of everybody can be kind of captured. That's a good example of a very niche audience that we've actually been able to kind of go after, and brought them to the negotiation table. Like I said, estimated, you know, 50% faster.
Dave Erickson 19:45
If I was the target user, I would be a little bit weird. I turned my GPS off. The only time I GPS is really on, is if I'm using Strava when I go for a bike ride, right? Or I'm in the car and I need directions and I turn on Google Maps? Right? Yep, those are the times when I actually turn GPS on. Otherwise, it's off in the background. On the other hand, I'm a good customer or target customer, because when it is on, and I'm using Strava, I can have a bike mount for my phone and use the Maps off of that. So the phone is open and active. And I'm looking at it as I ride my bike, right. So if somebody was like a bike shop in my area, they could say, Hey, I want to do targeted ads to anybody who comes within 10 miles of my bike store, right. And in that case, I would ride into their range at some point. And then I would know, hey, there's a bike store near me if I needed something, or if I got a flat and wanted to go in there, whatever, or, or a coffee shop or a sandwich shop or something like that. That would be a kind of, on one hand a good way of using Geofencing for advertising and that use case. On the other hand, I'm not the greatest one, because my GPS isn't on all the time. Right?
Jeff Swartz 21:07
Yeah. So there's a couple of things to unpack with that one, which is interesting. I'll start with the one that I don't think that you realize that you like you kind of asked him there. And then I'll go back to like, the use of sometimes it's on sometimes it's off. So the one that's interesting in there is you said, hey, 10 mile radius around there, I would like to get captured. That is actually I, I would never recommend doing GeoFence advertising for that big of a radius, you can actually just do radius advertising, that's just geographic advertising, I'd highly recommend that you're not using satellites. So it's also going to be a lot less expensive, and everything. But the way that I would do it is if that bike trail goes past that shop, I would take Geofencing. And I would just geofence the bike trail. So maybe it's a 10 mile stretch of uh, of one road versus that radius as well, too. So I highly recommend if someone is going to like, jump on Qujam and play around with it, this is really for like, very specific locations, there are, I would say, more cost effective options. If you're like, I want to reach everybody in the zip code, or I want to reach everybody within a five mile radius and everything and stuff. And we utilize those at epic and Qujam is just for Geofencing. So, it's not on there. But there are other options for that. Now for the turning on and off of the GPS and everything, it is a part of it, it's a natural kind of thing in America, we actually have a opt out policy, instead of like over in Europe, it's an opt in policy. So the GPS technology in the Geofencing actually does not work well. We've done tests in Switzerland, and some other places over in, in, in Europe. And it just doesn't do well because of how people with the laws opt in or opt out. So sometimes it's actually on in the background, you don't even realize it. But if you actually go in there like okay, I'm turning GPS off, I don't want any kind of traction on that. Yeah, we won't be able to capture you, the majority of Americans have that turned on. But it's like any advertising. If I have a billboard that's, that's on that bike trail. And everything, doesn't necessarily mean even you go right past it, that every single eyeball is going to see it, going to read it and going to comprehend it and everything and stuff. And it's almost like the same thing if that billboard is facing one way, but all the people that are going the opposite direction, see the back of the billboard, they might never even see it, even though they're, they're kind of close. So it's one of those things where it's not going to catch everybody. And that's okay, in my opinion as an advertiser, what I would highly recommend and what I treat Geofencing as, as something that can elevate your overall campaign that can get you more eyeballs, brand awareness and leads. But it is not a silver bullet nor do I think any other advertising medium out there is like this holy grail that like, you turn it on, and it works. I am a very firm believer. And we actually have a blog on our website about something that we call the spider web effect. So if you think of a spiderweb, and you take, let's say geo fence, OTT advertising, so the streaming video for like Roku and all the other networks, or streaming platforms, and that's one thread of the spiderweb. So you have video on OTT that's being done by Geofencing. Well, let's take maybe a display ad but instead of using Geofencing, it's site retargeting. So somebody that's been to your website, and using a display ad that's another thread. Well search is massively important. People go to Google and look for it. So you have a thread that is your pay per click and your SEM. You have a thread that's your SEO, you have something that is more brand awareness and your thought leadership. You have maybe traditional TV ads and all of a sudden all these threads and all these different mediums kind of get pulled together and it creates this sticky big spider web that I always like to say it's hard, the bigger and more well thought out it is, the harder it is for your target audience to miss. It's also hard for them to get out of, once they're in there as well, too. So if you think about every individual advertising medium with a piece of creative as one thread, it's not going to be as strong. And it's not going to be as effective as if you have multiple intersections.
Dave Erickson 25:27
In marketing and advertising, you need to have multiple things, because people view things differently. And they encounter things differently. And they look for things differently. It's part of a strategy. And it sounds like Geofencing is a very precise type of advertising delivery. There's obviously an art to it, as you've indicated, and part of that is experience and knowledge and all that. But it seems like it's very precise and targeted, it seems to lend itself to online or retail, I can see how it can be used for other things, notifications and compliance and other areas. But I would say that, you know, one of the, the best ways is e-commerce. I'm just going to throw out, kind of, what I think is an example: we're going to use a Botond mythical heavy metal t-shirt business. If he was had his E-commerce store selling T shirts for targeted heavy metal listeners, then a good way to do advertising that might be cost effective for him since it'd be a small business is anytime he sees a heavy metal concert at one of the concert venues, he could then buy some ads geofence that concert area, right? The venue itself and maybe a little bit outside of it. And everybody who's standing in line waiting to get in or buy tickets or at the venue and are looking at their phones, the probability is high, they would see an ad for his heavy metal t-shirts. Did I get that correct? Is that a use case or something that can be done?
Jeff Swartz 27:14
Yeah, it's, it, It is it. So that's something we set it up as what's called an event Geofencing campaign. So an ethic is something that we actually leverage a lot. There is one hiccup with the technology that's actually a good failsafe, whenever we're talking about events and everything. The one thing that's very interesting about the tech that we use is it not just uses GPS technology to identify that somebody is there, but it also cross matches WiFi. So if a device is in a location that has a geofence and connected to WiFi, and that matches, so the aka the Wi Fi, and the server is saying like, hey, it is it is in this location. And it's GPS, it's like quote matches, we're going to serve them ads. But if there's a disconnect, an example I like to give is when I worked for CBS television here in Pittsburgh, our server was in Brooklyn, New York. So I got a lot in New York ads, and everything. So if that happens, we're like, say the venue is doing free Wi Fi, a bunch of people connect to it, but their servers actually in a different location than that could say, oh, well, it's supposed to be at Stage eight in downtown Pittsburgh and everything. That's what the GPS is saying. But the WiFi is saying that it's in Brooklyn, New York, then the computer system will just say it doesn't match, doesn't compute, and we're not going to risk it. We're not going to serve, serve ads necessarily. So there are there's, always these like, yes, it works. But it's got to kind of match up a little bit. But we've had a lot of success with targeting events, and serving as those individuals and the systems actually in place to be like, yes, they were definitely at this event. So there's like a layer of comfort of knowing that there is a cross device matching, that can also sometimes cause that problem. If WiFi is something that's readily available tends to be a lot more for like, like, like business expos like all day events where people need to be on their computers and have Wi Fi and everything, then like a concert venue per se. But that's actually a very useful thing. Now the interesting thing about it, though, is it does have a good application for like e-commerce for sure, for like where people have been of likes on a specific product. But the same technology that's used to identify where people have been, we also use that to identify if they've actually what we call physically converted. So let's say I'm just a restaurant. I'm gonna say I'm McDonald's, I want people that are eating at the local Burger Kings, I geofence, a local Burger Kings, and then I sit back and I'm like, Well, where are they? What's going on? Well, the technology can actually do a conversion fence around my McDonald's. And then it can tell me, oh, this person saw your ad. And then they actually came into your location because we use the same kind of tracking to see that as well too. So it's actually, there's like a good use for e-commerce and all online stuff. But from a trackability standpoint, it's even more powerful for people that have brick and mortar locations as well.
Botond Seres 30:12
So one of the things that I keep getting Jeff is where someone has been. So can we actually target people that have been nearby in, let's say, the past moment. So I can assume that they regularly go by my shop?
Jeff Swartz 30:26
Yeah. So we, the way that we use it, the fence has to be set up to collect those devices. So if I set up a fence today, that's near my shop, and you can actually do that is like, Hey, I'm going to an ice cream shop and in a shopping plaza, and I want to get people that are around, you know, around that location. Like, we have the capability of actually saying, like, hey, all of us or serve as people within the next couple days, or something like that, as well, too. But I want to, I want to serve ads to people that are, are near me, and you set up the fence and the people that enter that fence were what we target. There are some companies that will claim like a look back data, where they're like, Hey, we use past historical data to kind of see that, I kind of feel like if we haven't set up the fence, and like I've kind of looked into it, I'm not too confident about the accuracy of that. And everything. I'm also, I'm also very big on privacy as well, too. So there's a component of like, setting it up and getting our own data versus then also trying to like, track where people have been in the past and everything without having like, had those kind of parameters already set up. So we can't do technology we use, can't look back there. But as soon as we set up that geofence, then we can target those individuals for the next 30 days.
Botond Seres 31:49
Right? So could we do? For example, let's say somebody, let's say set up my geofence, right, it's around my shop, and I only want to blast people with ads who have been here, say 20 times in 20 days. So supposedly they are on their way to work or back home or whatever. So is it? Is it something that is even ethical to do? Is it something that's possible to do?
Jeff Swartz 32:15
So, you know, identifying the frequency that somebody is, is that you'd have to do that probably at some, some large volumes. So if you're talking about one shot, what's a good analogy? So let's say you're doing target practice, and you think about that this is target practice. Geofence advertising is one of those things where you're using a rifle versus other advertising where you're using the shotgun to hit the target. So if, if you use a rifle, and you, you keep narrowing it in and making that target smaller and smaller and smaller, so you keep on layering these parameters of like, hey, they got to be in this location, but just this location, and they have to enter the fence like this many times and everything, talking about a very niche audience. And then with all the other stuff that's that, you know, that has to kind of line up for it, you're going to do one of two things, you're going to take that shot with that rifle, and you're going to hit the target dead center, or you're going to be a little bit off, and you're going to miss it completely, right? Where, a shotgun approach where if you have like, Hey, we're just gonna reach anybody and everybody use larger parameters and everything more traditional kind of route, bigger chance that at least one of those pellets is going to kind of hit your target. So the ability to actually do that is, is there deeper into like, the like, we've used it, we leveraged it. But I would only recommend that if it's like, Hey, I want to reach people that are there frequently. But we're also setting up 100 200 300 1000 Geofences as well, too. So you're getting enough of those individuals on a macro level. But if you're talking about one store, like your one t-shirt, store location and everything, and you just want to do that, it'd be more advantageous to just let people know that you're there and that you're around there and not have as many parameters put onto it. So you can reach that desirable audience. So your target doesn't become so small that it's, it's, you know, you might only spend $1, or something like that on there. But you might have missed, completely with it as well, too, when there was somebody if you just had that parameter a little bit wider, and didn't put so many restrictions on it. That was still desirable to
Dave Erickson 34:24
Let's talk a little bit about Qujam. Can you kind of describe it a little bit about how you guys decided to build a platform? And how does the platform work? Or who is it intended for?
Jeff Swartz 34:38
Yeah, I'd love to thank you. Um, so the story behind Qujam is, is it's, it was an idea that I had for, for years. So Ethic Advertising Agency as an agency, we work in a lot of different mediums, but we've found a really nice foothold in what's called programmatic digital advertising, which includes the world of Geofence thing. So this is things like banner ads, the OTT streaming, video ads, streaming audio ads, like, and then even native ads, which is like it looks native to like a new site, as well as like video pre roll ads. And the theory is, is A- we target the audience that we want. And then we use a massive network of publishers to be able to distribute it. So it doesn't really matter where they land on an app or website or a streaming service, and then we can target them. So it's an area that we got really proficient at for a couple of years. We ended up having a lot of knowledge about Geofencing. And then writing articles and being a thought leader in that space. So we started having more and more conversations. And then we ended up being the back end provider and we still are for Geofencing.com, geo conquesting.com. And we've just kind of dived deeper and deeper into this Geofencing thing. So we've actually been lucky enough to have probably a few 100 conversations with different sized businesses that are interested in Geofencing, using it for them. And what we realized is, is that ethic average, like we have a minimum spend like a lot of places where man service, so we do the work for you. We don't accept credit cards we have on the agency side of things, as well, too. And we realized that people wanted to do it themselves, they, they maybe didn't want to meet our minimums, nor could they really find somebody that was, you know, able to take it on, that could do the same kind of thing. And we just felt like there was a need for, for people and be based off these conversations to do it themselves to spend the budget that they want to spend, as well as not get raked over the coals, I know that the smaller budgets will are able to find a vendor that will take it for them. But that vendor, and it's pretty common, will mark up the cost of it 100, 200, 300, even 400%. So they aren't getting as much distribution as possible. And, and in all honesty, I'll make it very clear, there's nothing wrong with that, in my opinion. And I say that because if someone's going to spend $300 on it, and I have to have somebody on staff that's going to do the levers that's going to input the information that's going to, you know, look at it and see it and everything from a business standpoint, they have to charge that amount. The difference with Qujam is the user, the advertiser, the company that is running the ads is the one who puts information in and then we automated the entire system. So it's actually built on the best Geofence advertising platform out there, which is the simplified DSP. So we're not reinventing the technology around it, what we are doing is making it accessible to small businesses so they can be in complete control over their Geofencing campaign, update it however they want. So they can spend the money that they want as well too, and everything so they don't have to adhere to minimums. That's because that's a big thing. That's out there, some minimums are as much as $10,000 a month of ad spend, that's required. And then another thing that, that happens a lot is they get data right away. So a lot of places will be like, oh, we'll send you an Excel document in a month or something like that. But we'll have, we have real data that they can actually look at and analyze in real time as well, too. It accepts credit cards. And it just makes these, kind of, we call them the six closed doors of Geofencing. And every other vendor that's out there has at least two of those doors close to them in everything when I say that, that's the hope I get them. All right, those closed doors are not accepting credit cards, not being built on the best technology, not, not being self-serve, having somebody else do it, having really high costs for 1000s, or like the rate and everything. So those like markups, massive markups. And then having a high minimum. And then of course, it's slipping my mind right now of what the last one is. And I can, I can look it up while we talk and, and, and fill us in. But it's not really we created this based off of conversations and based off of the fact that we believe that there's a market for it and need for it and a desire for it. And as a small company ourselves. We're like sitting around waiting for somebody else to do, and I was like, let's just do it ourselves. So we found an awesome group of developers and put on our Robinhood caps to try to give access that big companies have had access to and big agencies and vendors to the little guy.
Dave Erickson 39:38
It seems to me that Qujam is orientated. As an agency, like you said, you have your kind of minimum, you've built a platform that can help people who can't meet that minimum. The benefit to the advertiser is they get to be able if they only have an ad spend of $1,000 a month, they have a place to go or they can actually use Geofencing, to spend that $1,000 a month in a very targeted way. The disadvantage in a sense is that they're kind of on their own, they have to figure it out themselves, they have to go on the platform, they have to configure the campaign, do some A B testing, trial and error, eventually, they'll get used to it and figure out what works the best and they can tweak it. But it allows them to do that, and at least have, you know, have a budget that's reasonable to them. And then they can see, okay, I spent this much on advertising, I got these many, this many clicks. This is how many eyeballs viewed it, you supply them that data, they can then figure out if it was good or bad, or they can try something else. But on Qujam, they can't make the creative, right, they still need to give the creative for the ads from somebody. Correct?
Jeff Swartz 40:53
Correct. We actually already, we have a resource page for that. So we have discounted pricing through our ad agency to do some creative, we also have some recommendations on how they can do it themselves, as well as some links to some freelancers as well, too. So it is kind of in that Pipe Dream Vision for us to incorporate some kind of like, simple plug and play creative format, especially with the advancements in AI and everything. But that is going to be one of those things, you have to if you want to do a display campaign, you have to have display create, like, you want to have video campaign, you have to have video creative.
Dave Erickson 41:29
What do you think of, of AI being involved in advertising? I mean, from the creative side, I've seen some of the AI art tools are ab
le to actually put together reasonable looking creative for still ads, Videos is obviously something different. My personal feeling is, is that still image ads have its place, right. But I think video ads, and short form video ads really kind of have more impact. Now, particularly with younger generations.
Jeff Swartz 42:06
It's static and banner ads, like the stat can actually be animated as well, too. But they are distributed at a much lower cost per 1000. So, there's ,the video ads are just more premium, more inventory, they're more impactful, I was like to say that they have Sight, Sound and emotion. And everything was like a banner ad, has definitely like sight, and maybe some movement and everything, but it's not going to have the same emotional effect. And it's not going to have the sound as well, too. So I think, you know, from the AI standpoint, is, it's going to change. But advertising is an industry that's always changed and always adopted and try to figure out how to use technology at its, at its advantage, right? I mean, the people that adopted Facebook early on had a lot of success with it, and always kind of testing and seeing what's going on. The iterations of AI that's out there right now aren't to the level where it's going to, like,replace people, nor do I ever think that they are going to 100% do that because somebody needs to input that information, review it, tweak it, those kinds of things. But like ChatGPT, I'm a big fan of to get over the hump of like, blank page of like, how do I get started? You can say, hey, this is what I want to do you get started for me, give me a blueprint. And then I'm gonna put my own words on it, or, Hey, I typed out this thing. Does it sound good, put it in the chat GTP GTP and let them do it. And then the static image creation is definitely been impressive and evolving. And videos nipping on the heels of that, like there's definitely things that can be done with, with different things to get to a scary point. It's even audio like they're, they're working on being able to recreate anybody's voice and just have it sound like it happens and there's a scariness with it. With that kind of stuff. There's a, from like, am I going to lose my job? Am is this going to be used for evil? Or are they going to? Is it going to be terminated? Are they gonna take it over and everything? But I think that these are all really interesting tools that humans will still be the ones who figure out how to utilize them, at least for the definitely the next several, several years.
Dave Erickson 44:29
Yeah, I mean, AI as artificial intelligence is not artificial consciousness. It can't think it's good at doing mechanical things and doing some decision processing when it's been taught and, you know, stringing content together and taking stuff that's been done. It's not creation, right. It's not conscious, you know, thought. And I think that's where the, even in the advertising agency, you know, people still have to communicate and to figure out how they want to do something and they need guidance, and they need advice. It's kind of, the, what you presented Qujam. You know, it allows people to have a lower cost Geofencing advertising. What they don't get is the education, the guidance and quote, creativity. But it could be good because that way they pay a creative agency to do those things. And the mechanical side of it of setting up the ads and setting up the Geofencing. They do and save themselves some money on it. Right?
Jeff Swartz 45:37
Yeah. And it's, it's interesting, too, because there are definitely certain businesses that would come to us that maybe they come to us, and they're like, I'm interested in Geofencing. And maybe I'll look at some other things. But I'm really interested in Geofencing. And for us, there are certain businesses that are a great fit for Ethic. And there's certain businesses that are great fit for Qujam. And there's certain businesses where there's even another option that's out there as well, too. So it's not a one size kind of fits all. The nice thing about Qugam is, it's, it's meant to be very easy. It's meant to kind of like if you can do a Facebook boosted posts, you should be able to do a Qujam Geofencing campaign. But if you like this was like Facebook, if you want somebody to really leverage and utilize Facebook ad manager and get into the nuts and bolts of it. Well, either you need to learn it, you need to hire somebody learning or you need to go to another person or company to do it for you as well. It's like different levels and everything. The neat thing about Qujam is is that the level has never really existed until now.
Botond Seres 46:43
I'm glad you mentioned that, Jeff, because literally this discussion, I mean, wondering like, how difficult or how easy is it to get into Geofencing in general. So bidding on different buckets of available advertising space and picking out the specific locations, writing the contents. Okay, maybe not writing the content, because that's a whole different enchilada. But in general setting up this thing, how difficult would it be to start from zero, in comparison to doing it with Qujam?
Jeff Swartz 47:20
It's actually very easy to use step by step interface. There, there's a good comparison to like, job posting, like Indeed, or LinkedIn where it's just, if anybody has done that, it's just like, hey, here's the next step. This is what you do in very plain English as well, too. So um, the only real difficult thing to set it up on your on your own in Qujam is being able to have a knowledge of where your audience is, and to have the creative and website to deploy it. That way, if you have those things, it's very easy. You put the title in, you select if you want to do display, if you want to do Ott, or if you want to do video pre-roll, then it goes to the next slide, which, it has like six selections of Do you want to get traffic to your location? Do you want to get traffic to another location? Do you just want to get web traffic? Do you want to reach the most amount of people and then you click the ones that are applicable to you? It goes to the next one, which should just be, set up your geo fences. Where do you want a geofence? What do you want to do, and it's an integration with Google Maps. So you have Street View satellite view, just like an aerial map view as well, too. And you can set up as many geo fences as you want. They also use a polygonal shape. So it's not just like, I draw a circle around somebody's business. It's Oh, this is like a weird diamond shape, I'm going to actually do that shape around there, which is neat. And then you also have the option to have your conversion zone setup as well too. And your profile, which automatically grabs it, if that's what you want. Or you can do custom conversion zones. If you're like, hey, we're going to do this pop up event and everything. So this is like a, just a place that we want to track people to see where they've been to. And then it's just as easy as setting your daily budget seeing what kind of data do you think we're estimating that we're going to deliver for you, uploading your creative and putting your URL and then launching it?
Botond Seres 49:19
And how does it look like on the other side of things? So how difficult is it for you guys to send this off to brokers and get them to actually put all this data into practice?
Jeff Swartz 49:33
Yeah, so,because we use a demand side platform, it's, it's all the infrastructure is already built. So I've mentioned simplify a couple times. This is what has some of the best and pioneering some of the best technology in Geofencing at all times. The’re Blackstone backed company, $1.5 billion valuation 200 Plus developers on staff as well to. That those are the people who are actually like working with the public. They aren't developers and all those things. So it's built in, in, in, in tangent with them, and in partnership with them, right. So that's kind of all covered on their own, which makes it really nice. And they're not just focused on Geofencing. They do things with, with SEM, social, but really in, you know, multiple different targeting tactics, using audio and video, and native and banner ads. So they have all of these relationships kind of built in. And they are doing it on a massive, massive scale. And they've been doing it for a long time as well, too. So the infrastructure is there. And from like our standpoint, it makes it really easy, because we're not trying to recreate that we're actually just giving the access to this really good technology that's out there. Without it going through this, this happens a lot in this world. A lot of times, maybe there's a demand side platform that's working with a company, and then that company is contracted by another company to do campaigns. And then that company is contracted by like an agency to do it. And that agency is contracted by advertiser to do that as well, too. So we're also excessively direct. It's it's a very streamlined, automated, completely direct, kind of point to the demand side platform that does all the targeting and all of the the publisher collection and relationships as well.
Botond Seres 51:23
There's always a noble endeavor to bring new technology and new possibilities to the masses. So you're happy you guys are doing that. Yeah.
Jeff Swartz 51:31
But I think the thing that has me most excited about this, and that makes the most sense, I think it makes most sense with anything tech related is that it's simple. It's, it's not over complicated. Which if you look at any demand side platform that's out there. There's nothing out there that just does Geofencing they always do like set retargeting, third party data contextual. They do all these other kinds of targeting things. And then they have all these other layers and all of this different stuff that they have to do and everything. Because those are really set up to be a, you know, working with agencies and vendors and bigger companies to manage everything for them. And stuff. So this is really the first one that's like, all it does is Geofencing, we keep it very simple. So when somebody's like, this is cool, I think this could work for me, I can, this can be an actual element for me. And they've had those conversations of like, well, I don't have $10,000 a month to spend or they realize, Wait, your CPM is going to be half of what I'm paying. Or they're like, Oh, I would love to have the data and be able to be in control, because I'm a home improvement contractor. And instead of just doing yard signs of door hangers, I can also geofence when I'm on a project for a week, the whole neighborhood that's on there, and then not have to ask somebody and had this delay of like, okay, cool, take it down, like we were already there, or what are and everything, but get that in the power and then the control. So I love the simplicity of it. Because I think that there is a market for it. But I also think that's, what makes really good technology is when it's solving a problem, but also keeping it very uncompressed.
Dave Erickson 53:05
If somebody was going to go on Qujam, or just come to you as an agency in their business. They think I want to do some Geofencing, I understand some basics of Geofencing. Before they come to you or before they go to the platform, what are kind of, the top four things they need to think about, about their business and what they want to do with this advertising. So that when they go to you or go to your platform, they don't have to think about it. It's kind of they've already thought about it, they figured out this is what I want to do.
Jeff Swartz 53:38
The first one is, is what do they specifically have to know and do to run a Geofencing campaign? And that is to figure out what kind of places would have my target audience? It would be to figure out well, how much money do I want to invest in this, it would also be how am I going to make the creative for this and have it be compelling creative as well, too. Because the platform right now it's just targeting the people it's getting in front of the right people, that's half the battle, if you have a garbage set of creative that's not compelling, that doesn't speak to that audience, as well as like a website or a landing page for that, that doesn't really you know, do that, you know, kind of like convert for you as well to the campaigns not going to be that successful. You have to have both the creative messaging and the targeting. Right.
Dave Erickson 54:26
So you're doing you're doing delivery, but the creative is doing the conversion.
Jeff Swartz 54:32
Absolutely. And the better the creative is and the better the entire experiences the better you will do. Adobe did a research study as well too. That's an interesting fact that when the creative is good and it is aligned to the messaging the offer whatever it is that the look have it aligned with the landing page. This is more for like banner ads a little bit for video periods OTT ads, you can like click your your TV with your finger, right? But if when that's aligned, that's the highest First, it had the most impact on the success of the campaign out of anything else that they tested. So I think that that's really kind of important. But that's what you need to do a Geofencing campaign, the deeper question, and the different way to answer it, of what someone needs to do is more of me as an entrepreneur. And as a overall advertiser, is I highly recommend people do a couple things. They, they look at their marketing funnel. So they look that you just google search marketing funnel, and they'll actually see the difference of like awareness all the way down to conversion and retention, and everything, and then just look at it and say, hey, if I start at the bottom, and I work my way up, do I have any holes in my funnel? Do I have anything where people are gonna fall out of the bottom and of the sides and everything and not convert? Because GeoFence advertising is putting people into that funnel. And as a small business owner, or any business owner or, or marketing lead, you know, there is a component of, you can fill a funnel all you want. But if they don't convert, that's not success. So there's a component of before you do geofence, advertising, or really any advertising, Google search that funnel and just look at it and say, Is there anything that I can do better to ensure that once they're in this funnel, that they make it all the way to the end, as well, too. So that would be my first kind of more higher level recommendation before doing Geofencing. Another one that I'm firm believer in is making sure that this is kind of along the lines of the funnel, but making sure that you have a search strategy, like a Google search strategy. And that could be SEO could be paid per click could be combination of the two as well to one of the things that we really see with programmatic digital advertising is anywhere between a 10 and 25% increase in direct paid and organic search traffic. And if you think about it, a banner ads national average for a click through rate. So the percentage of time that somebody will actually click on it is point 05 to point 08. So that is over 99% of the time that your ad is served, people don't click on it. Does that mean it's garbage? Does that mean doesn't work? Absolutely not. If no one can click on a billboard, no click on a TV ad, right. But what ends up happening is the value is to getting that exposure to them and convincing them and a lot of times people will go to Google and they'll type it in. If you don't have a search strategy, and you're doing any kind of push style advertising, I'm pushing my message in front of somebody, and then they turn to Google, and they look for you, because that's how most people do nowadays is they go to go to the internet. And you don't show up? Well, there's a break in that. So having some kind of search based strategy, I think is critical to the success of not just a Geofencing campaign, but any kind of push style advertising as well, too. So I'd say that funnel and then having a search campaign. And then also on top of it leads to my my first topic, having good creative and compelling creative, are the three things really kind of look at at a high level. Before doing Geofencing, or any kind of push campaign.
Dave Erickson 58:09
I've definitely had the experience of seeing some kind of advertising, and not clicking the advertising, and later just typing into Google the company name and getting the information that way. And so I can clearly see that, yes, combining your search strategy with your Geofencing strategy will definitely help.
Jeff Swartz 58:32
Yeah, and it's I mean, as, as we talked a little bit about AI, and then there's also voice as well, too. So optimization across multiple devices, is good. But there's even like, you know, the component of like, have a good reputation, have good reviews have a good reputation out there as well, too. Because a lot of times people will go to go to Google, but also talk to their spouse, they'll talk to a family member or a co worker, friend or something like that, hey, did you hear about this company, I was thinking about doing it. So the more you can just have like a good reputation as well, too, and and be found as well when people are searching for you. The better off the branding and the brand awareness and the push style advertising will serve you,
Botond Seres 59:13
Jeff, what does the future of Geofencing look like?
Jeff Swartz 59:18
My belief is that GeoFence advertising will become more common. It is something that's been around for a while, but still a lot of people don't know then and don't leverage that could leverage it right. So I think that cue gym will be a champion to bring it more to the masses. I think that it's going to be something that that continues to evolve to where like Kyogen, for example, does display ads, video and video ads. Eventually we're going to add audio to that that that can be done at our agency level but there's not quite enough inventory for us to feel comfortable put on cue jam. But I can also see it evolving to be more accessible On social media platforms and on other formats as well, too. So I think the evolution and the access to it will continue. And everything and the technology will just continue to, to improve upon it to where it becomes a lot more commonplace of a tactic for businesses to utilize.
Dave Erickson 1:00:20
How do people access Qujam.
Jeff Swartz 1:00:23
So the best way to do it is just to go to https://qujam.com - Q U J A M. It's honestly just a mashing of my kids Quinn and Jamison's names and sounded techy and fun and everything. But on the website, you'll be able to sign up and register for free, you'll be able to build your own campaigns for free, you actually don't spend any money until you say, okay, cool. This is my daily budget, this is when I spend and hit that campaign to go live. So we want people to play with it to see how it can work with them as well to everything. And then the other thing that that we have on there, and that we have a, of a commitment to continue to do is you'll notice videos, education content, it is meant to be an automated platform. But that doesn't mean that we want to have people to feel like well, what do I do next? How do I best utilize it? So we'll have case studies, we'll have videos throughout the entire website as well as the, the software itself to say, hey, here's the best practice and this is what we would do and everything in these situations. So it's kind of one of those things where people can very easily educate themselves through our content as well too. But in all honesty, if you know where people are and you have the creative and you have a website, you should be able to go on there and just follow the steps and, and and be pretty simple and pretty easy and, get, get rolling within, within a day.
Dave Erickson 1:01:49
Well, Jeff, thank you so much for taking the time to fill us in on Geofencing and how it can be used to grow a business. For our listeners. Please join us in the first week of next month for another ScreamingBox technology and business rundown podcast. And until then, stay on the right side of the geofence.
Dave Erickson Outro
Thank you very much for taking this journey with us. Join us for our next exciting exploration of technology and business in the first week of every month. Please help us by subscribing, liking and following us on whichever platform you're listening to or watching us on. We hope you enjoyed this podcast and please let us know any subjects or topics you'd like us to discuss in our next podcast by leaving a message for us in the comment sections or sending us a Twitter DM till next month. Please stay happy and healthy.
00:03 - Introduction.
02:00 - What is Geofencing?
04:49 - How does Geofencing work?
09:20 - Example of Geofencing application
12:19 - Targeting details of geofence advertising.
14:02 - Bidding system for ads.
19:45 - Turning off Geofencing.
25:27 - How to use Geofencing in e-commerce.
29:21 - Using geofence to identify conversion fence users.
34:24 - What is Qujam and how does the platform work and who is it intended for?
39:38 - Advertising on Qujam.
41:29 - Artificial Intelligence and Geofencing.
46:43 - Setting up a geo-fencing platform.
53:05 - The importance of Geofencing and geofence set-up.
54:26 - Ad creative and conversion.
57:40 - The importance of having a search-based strategy.
59:13 - What is the future of Geofencing?
1:00:20 - How do people access Qujam?
1:01:49 - Outro
Geofencing, Geofence, ads, advertising, technology, banner ads, Qujam, side platform, Ethic Advertising
Introduction to Jeff Schwartz, CEO of Ethics Advertising and author of the ebook, Nine Reasons Advertising Doesn't Work recently.
Jeff and his team have just released their self-serve Geofencing advertising platform.
What is Geofencing? (2:00)
Jeff explains Geofencing technology and how it works in the context of advertising and marketing.
Jeff gives an overview of geofence and what it does to target people.
The device goes into a basket that can be used to serve ads for the next 30 days.
The privacy parameters are put into place to protect the privacy.
How does Geofencing work? (4:49)
Epic advertising uses over 50 exchanges and access to hundreds of thousands of websites, apps and streaming services.
The product that they just launched, it allows small businesses to do it themselves and manage themselves. It is the first time that any small business can do it for themselves.
There are certain things that Geofencing can't do, like setting up a geofence around a restaurant or a restaurant, because it's a breach of privacy.
A small business use case for Geofencing is targeting a certain type of user, such as a junkyard lot.
Example of Geofencing application (9:20)
A practical case study of a business using Geofence advertising.
How can a small business targeting a certain type of user and has a store use Geofencing to grow their business?
Targeting details of geofence advertising. (12:19)
The economics of logistics, and why someone within 10 minutes of you is more valuable than someone within an hour of you.
How to curate a custom residential list.
There's not a big differentiator once you set up a fence of who you're going to reach once they've actually entered that fence, it's really anybody and everybody.
10% of Americans are super aware that they want to keep that GPS turned off.
Bidding system for ads. (14:02)
The third component is that they don't own the rights to the inventory. They use a bidding system to jockey for position with other advertisers.
They also have frequency caps.
Unethical example of someone who hates ads and wants to serve terrible ads, but with a twist.
Some people have ad blockers in place, which makes it difficult for programmatic digital advertising to actually distribute as well, too, but you will see other ads.
How Geofencing can be used for small businesses and departments with a targeted audience, like veterinary clinics, pet stores, dog parks and other veterinary clinics.
Nursing strike 50% faster.
Turning off Geofencing. (19:45)
If the target user is a target user, it would be a little bit weird to turn Google Maps off, but it's a good way to target ads to people within 10 miles of the bike shop.
If the bike trail goes past the shop, Geofencing would take geofence.
In America, Geofencing is an opt-out policy, while in Europe, it is an opt-in policy. In Switzerland, it does not work well because of how people opt in or opt out.
The spider web effect, how different advertising mediums are pulled together to create a sticky, big spider web.
How to use Geofencing in e-commerce. (25:27)
In marketing and advertising, people view things differently and encounter things differently. Geofencing is a very precise type of advertising delivery.
One of the best ways to use Geofencing in e-commerce.
Event Geofencing is something they leverage a lot. There is one hiccup with the technology that is actually a good failsafe when talking about events.
The tech that they use uses gps technology to identify that someone is there and cross matches wi-fi.
Using geofence to identify conversion fence users. (29:21)
Jeff uses the same technology that is used to identify where people have been physically converted to identify if they have physically converted.
The fence has to be set up to collect those devices to target those individuals for the next 30 days.
It is possible to do one-shot geofence advertising, but it is not ethical to do it.
The ability to actually do that is deeper into the use of the platform, but the ability to go deeper into how they leveraged it is deeper than the original.
What is Qujam and how does the platform work and who is it intended for? (34:24)
The story behind Qujam and how the platform works, and who it is intended for.
How Qujam came about, and how it is a back-end provider for businesses that are interested in Geofencing using it for them, and why they wanted to do it for themselves.
Qujam is built on the best Geofencing advertising platform out there, the simplified DSP. It is accessible to small businesses, so they can be in complete control over their Geofencing campaign.
The six closed doors of geofence, the six doors, including not accepting credit cards and high-costs.
Advertising on Qjam. (39:38)
Q jam is orientated as an agency. They have built a platform to help people who can't meet the minimum spend of $1,000 a month.
Q jam's vision is to incorporate a simple plug and play creative format, especially with the advancements in AI.
Still image ads have their place, but video ads and short form video ads have more impact now, particularly with younger generations.
AI is going to change, but advertising is an industry that's always changing and trying to figure out how to use technology at its advantage.
Artificial Intelligence and Geofencing. (41:29)
Humans will still be the ones who figure out how to utilize AI for the next several several years.
There are certain businesses that are a great fit for qjam.
QG is not a one-size-fits-all approach. It's meant to be very easy to use step-by-step, step by-step interface.
How easy it is to get into Geofencing in general, starting from zero.
Setting up a geo-fencing platform. (46:43)
There is a good comparison to job posting or LinkedIn, where it is what you do in very plain English.
The only real difficult thing to set up on your own is being able to know where your audience is and have the creative and website to deploy it.
Simplify is a blackstone backed company with a $1.5 billion valuation and 200 plus developers on staff. They are working with the public, not developers.
They use a demand side platform that does all the targeting and all of the publisher collection and relationships as well.
The importance of Geofencing and geofence set-up. (53:05)
The top four things an agency needs to know and do to run a Geofencing campaign. The first one is to figure out what kind of places would have the target audience.
Adobe did a research study as well and it had the most impact on the success of the campaign.
The first thing to do before doing Geofencing is to look at the marketing funnel and see if there are any holes in the bottom of the funnel.
Programmatic digital advertising is anywhere between 10 and 25% increase in direct paid and organic search traffic.
Ad creative and conversion. (54:26)
Ad creative is what converts the geofence ads to actual sales.
It is important to get the ad designs correct in order to have the best result for your Geofence ad campaign.
The importance of having a search-based strategy. (57:40)
Having a search-based strategy is critical to the success of not just a Geofencing campaign, but any kind of push style advertising as well.
Jeff believes the future of geofence advertising will become more common and evolve to include video and audio ads.
Jeff talks about how QJM will continue to improve and become more commonplace as a tactic for businesses to utilize.
Jeff gives his thoughts on Geofencing and how it can be used to grow a business for his listeners, and how to use it effectively.
What is the future of Geofencing? (59:13)
GeoFence advertising will become more common.
1:00:20 - How do people access Qujam?
Go to https://qujam.com - Q U J A M
1:01:49 - Outro