Geotrapping (Geo-geographic, trap-trap) is a service that allows you to collect and analyze data about a group of users of smartphones and tablets that are currently in a specific place. Geotrapping uses geolocation functionality and isolates user groups based on their location in space and time. It allows you to target ads based on the user's device’s location in the past. A message may be broadcast depending on its past location if it has previously used applications containing advertisements.
The service is used in mobile marketing, created by Selectivv in August 2015 [1], and was registered as a registered trademark of the European Union Intellectual Property Office (EUIPO) on June 16, 2018 [2]
Geotrapping and geolocation Geolocation is a general concept of information, which means the location and the process of determining the geographic location of physical objects or people in space, most often using the GPS or IP address of the device. The location is usually determined by geographical coordinates, as well as other types of address data (zip code, city, street and house number). The geoprocessing service uses the functionality of geolocation of mobile devices to access the desired recipients of mobile advertising in a specific place and time.
Geotrapping and geotargeting (Geotrapping and geotargeting) Geo-targeting is a way to reach the target audience by determining the location (in an absolute way, based on the coordinates). In marketing, geo-targeting allows you to broadcast a message, such as an advertisement, in a specific area to reach people who are currently in a given country, region, city or any other open place. On the other hand, geotrapping allows an advertising message to reach a target audience that was in a given place in the past, that is, using its historical location and regardless of the current location of these users.
Examples of using the geoprocessing service in mobile campaigns:
● Analysis of the participants of the Open'er 2017 festival [3]
● The campaign is targeted at foreign pilgrims who visited Poland during World Youth Day. It was possible to divide people living during the WYD in Krakow and having foreign mobile operators [4]
● The drug campaign at the peak of the flu season is addressed to people in one of hundreds of outpatient clinics located throughout Poland.
● The campaign is targeted at people who have recently visited competitive home appliance stores.