Geographic Audience Targeting
Geofencing is a type of location-based marketing that allows companies to target consumers on a more personal level based on their physical location.
What Is Geofencing...
Geofencing involves setting up virtual boundaries around a point or area that track whenever someone with a mobile device crosses them. When this happens, it causes a notification that advertises a nearby store, brand, service, or product to be sent to that person’s mobile device. This is sometimes also referred to as geofencing advertising, and it’s an important new technique for more accurately targeting a company’s most likely customers. To understand why, first think about how traditional advertising works. A company sends out ads through mass media channels (e.g. TV, radio, newspapers, magazines, and flyers) that attempt to appeal to as broad an audience as possible. This is a rather random approach, though, as the people they reach may be as likely to have no interest in what the company has to offer as they are to actually want the advertised products or services.
How does a Geofencing Advertising program work?
Using GPS technology, virtual boundaries are drawn around household or business addresses to identify people using mobile devices in these locations, and then your ads are targeted to these individuals. This allows you to precisely pinpoint ads to your target audience based on places they visit and continue to retarget ads to them after they’ve left that location. In addition to displaying ads on mobile device apps and on websites, we can even target short videos on OTT (Over-the-Top) platforms like Hulu or other streaming channels.
EXAMPLE - Automotive
Rev up sales by showing your ads to people that have visited competitors’ lots and even target your own lot to get those Sunday window shoppers. Car shows, banks that provide auto loans, and car repair centers are also great targeting options. Auto repair shops can target DIY retailers such as AutoZone or PepBoys – and other local shops.
Targeting Smart has a special database of over 160 million vehicle records (make, model, vin, etc.) to help you create a precision target audience list. We also possess, the GPS geofence coordinates for every automobile dealership in the United States.
Targeting Smart has a special database of over 160 million vehicle records (make, model, vin, etc.) to help you create a precision target audience list. We also possess, the GPS geofence coordinates for every automobile dealership in the United States.
EXAMPLE - Restaurants / Bars
Create crave by reaching people in local office buildings to build up lunch business, show off your specials to competitors’ guests, and even deliver ads to consumers that have frequented your restaurant in the past to get them back in more frequently.
A potential customer enters the geofenced location with a mobile device.
GPS coordinates technology captures their mobile ID.
The potential customer opens a browser or app on that mobile device.
The potential customer sees your ad on over 3,000,000 apps and websites.
Is geofencing right for you?
Now that you know how geofencing advertising works, does it have a place in your marketing strategy? Geofencing technology can help brands win more business and boost relationships with their customers. Because geofencing advertising is based on customer location and behaviors, it offers a more personalized experience, resulting in greater campaign engagement. Using experienced geofencing experts can help determine the best way to set up a geofence campaign and implement best practices.
