What the FTA?

Well hello, and welcome to episode 54 of Aftershock Weekly. This week I want to talk to you about a display advertising tactic called geofencing, and then geofencing with FTA—or what we call “Foot Traffic Attribution.”

It’s kind of the new, cool technology that a lot of people are using, whether you’re a restaurant or you’re trying to track who’s coming through the door that’s seen your ad. Maybe you’re a mobile wireless store and you’re running some advertising and you’re interested to see what that’s bringing into the store. So FTA is really cool, and essentially what the whole process is, is geofencing means that we are going to fence in an area, let’s just say a square mile, and we’re going to put in a fence around that, and based on parameters that we put on that fence we’re going to collect handset IDs in that area for say 24-30 year old males. That’s who we’re going to show ads to.

So now that we’ve shown them the ads, they’ve seen the impression, the next thing with display advertising—the hardest thing—is how do we connect the dots? Well that’s what FTA does. This allows us to see that a handset ID that’s seen the ad has now come into a location. We put a fence around those individual locations, and over a course of time—best practice is four weeks—we’re able to see if the ad that was served up on a handset ID, that handset ID now has come into a location and that person has opened up an app or their phone in the location. That’s the one piece that is usually missed.

With FTA, they’ve got to take an action to where they actually have to open their phone so that you can connect the dots and we can collect that handset ID. Here’s a few best practices, though, for this amazing technology. First off, we strongly recommend a minimum of 300,000 impressions. These impressions allow you to serve enough handset IDs to where we can collect it and then get that data of the handset IDs that have come into the location. Since they have to take that action, not every handset ID that comes through the door is going to be collected.

So what we do is we actually normalize these numbers. We look at a series of data that say, okay, this is how many came in, here’s the average of how many handset IDs we collect based on how many total handset IDs that are used, so let’s just say ten to fifteen percent of handset IDs that we see in FTA, it’s only ten to fifteen percent of the total, right? So if we have a thousand people walking through our door, we might only see 100 to 150 of those from an FTA standpoint, but we normalize those numbers to get you an accurate count.

Some verticals that we recommend NOT doing this for: events. So if you just have one event and it’s one day, it’s very difficult because there’s not enough time, really, to track how many people are coming to that event of who’s seen your ad. Now, it’s better if you have one-two-three-four weeks—four weeks is our recommended best practice—so you can see that handset ID over the course of time ended up in your location. Also, lawyers, doctors, things that are very specific to a unique need now are usually not elicited by an app that they see, but more the need that they have right at the moment.

So FTA’s not really a great tracking metric for them. What we do recommend it for is grocery stores. Grocery stores are great because we can show ads, a series of ads, and then collect that FTA information over a four-week period of time, and you’re going to need to go to the grocery store usually twice, three times a month. So it’s much more accurate data that we can give. Same thing with multiple location franchises. If you have a series of chains of a mobile telephone store, or if you have a chain of restaurants—and again, you want to track each one of those to see who’s coming in the building—multiple locations gives you a better opportunity for your FTA to report more accurately.

So lastly, match your call to action on your ad for geofencing to what you actually want people to do. So instead of Click Now, Visit Now. If you want them to come in, add the words Visit Now so they know that’s the desired call to action. So those are some best practices with FTA. At the end of the day, it’s a great way to connect the dots with display advertising, which many times is just put in the category of branding. Branding is very important, but connecting the dots to okay, what is that branding producing as far as results, FTA can help with.

So thanks for tuning in, and with that we’ll leave you with a quote.