What is geofencing and how does it work?

Marketing

What is geofencing and how does it work?

Location-based marketing allows clients to reach prospects, influencers & decision-makers directly on their mobile phones, tablets, and other devices when they visit specific locations.  Geofencing marketing allows you to serve display, banner, video, Over the Top (OTT ) & Connected TV (CTV)  ads to those individuals within the targeted locations. Ad(s) are served on their device, from the moment one enters a geofence & up to 30 days after.

A virtual frame is traced around a location where the advertiser wants to reach peopled based on their visit to that particular location during a set, scheduled timeframe. GPS technology then captures the mobile device ID of the user. Someone then opens a browser or accesses an app (or an app is open and running on their phone already) during the set time frame and location and ads are displayed on the user’s device. That user can see those Ads for up to 30 days after he/she has entered the geofence. If they later click through to your website we can utilize other platforms to retarget them for even longer. 

Our clients can benefit from using geofencing in a variety of ways. We can customize the method to be cohesive with the existing marketing strategy but examples include the following:

  • Target the street addresses of purchased or already owned (ie exported a CRM) lists with addresses (minimum of 1,000 addresses for anonymity) 
  • Target competitor locations
  • Target buildings or busy intersections where ideal customers or clients are active
  • Target events such as trade shows, sports or music events, and gatherings

If applicable, we can set up a conversion zone to track how much foot traffic enters your business who have previously been served an ad. 

Benefits of Geofencing

There are a variety of benefits of implementing geofencing into your strategy. Among the top, include:

  • Minimal Requirements - While we run into unique situations that have restrictions, the only information we need is the location and time for targeting or an address list. 
  • Highly Precise - targeting a specific address leaves little room for gray area. We are able to be highly precise in targeting and strategy efforts. 
  • Multiple Creative Options - Multiple display sizes allow us to deliver ads on over 700,000 apps and websites while OTT/ CTV allow streaming placements on internet-reliant devices.
  • Reporting  - After the completion of a campaign, we are able to provide a thorough report with insights that can help you better know your customers and connect with them resulting in measurable results. 
  • Conversion Tracking - Further, by setting up a conversion zone, some businesses benefit from tracking how many people enter a store or business that have been delivered an ad. 

If you ready to learn more about geofencing or implement it into your existing marketing strategy, Brand Catalyst is here to help

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