One most popular services for mobile marketing is geo-fencing, a tactic that allows you to target potential customers based on their location. Accomplished by using GPS, cellular data, and Wi-Fi data.
You set the predetermined radius around the desired locations and let your mobile ads do the rest. The ‘virtual fence’ is created and ads are triggered when mobile device enter or leave that specific area. Geo-fencing is the most targeted digital adverting you can do. You can even set up a geo-fence around your competitors’ locations to see what kind of traffic they’re getting, or test different locations to see which ones have a higher success rate.
Types of Geo-Fence Targeting
There are several ways to target mobile users with geo-fencing advertising. Location always plays a role but we can also overlay things like behaviors, brands visited, weather, etc.
Reach consumers when they are in a defined vicinity (geo-fence). Define the vicinity down to a store, parking lot or neighborhood. We can advertise to people when they are within the geo-fence as well as after they have left the geo-fence. Target locations can include:
- Client Storefronts
- Competitor Locales
- Relevant Points of Interest
- Short-term Events/Conferences
We leverage more than 128 segmented audiences and overlay real-world visitation behavior with demographic data. Our system is constantly collecting data from consumer web behaviors (site visits, purchases, etc.). Just a few of the available audiences include:
- People Looking to Buy a Vehicle
- Luxury Retail Shoppers
This involves reaching people who have visited a brand-specific or category location . We can set the timeframe so we can target people that have visited a brand within a day or up to 90 days ago. Our system has data from thousands of brands and major chains. Just a few of the brands include:
- Home Depot
There are certain situation where weather makes a difference in the consumers decision to purchase. We provide a weather specific ad that only shows if the weather near the consumer meets your weather specifications. Ads can be targeted on:
- UV Index
- Weather Alerts
Thirty percent of the world population is already using location-based marketing services, and a survey found that 80% of consumers were interested in receiving location-based alerts. The click-through-rate of geo-fencing notifications on Android is 13.6%, a rate much higher than typical push notifications (2%). A survey found that 47% of consumers would be likely to shop from a retailer that offered promotions when they’re nearby. Unlike Internet ads, geo-fencing targets customers when they’re near your store—not during the research stage. These stats prove that geo-fencing is a great tactic for attracting customers to your storefront.
A geo-fence can be narrowed down to include just the pavement in front of your store or broadened to encompass a whole city. We can also define specific times that you want your notification sent out. Say you’re wanting to promote your new happy hour special—we can set up your geo-fencing to send out alerts only between 3pm and 6pm. A good distance limit to set is a 4-5-minute travel radius from the targeted location. We’ll let your subscribers know that their location information is being utilized for marketing purposes to avoid those pesky lawsuits. In addition to setting your range and time, you’ll want to specify when you want alerts sent out. There are a few different triggers we can set up for your campaign:
- Trigger when users enter the geo-fence
- Triggers when users exit the geo-fence
- Triggers when users stay in the geo-fence for X minutes
Before we get started on your campaign, we define the messaging and end goal. If you’re looking to draw people to your booth at a conference, for example, we set up your campaign to target people around the conference location and advertise directly to them.
Targeted CTV/OTT From Geo-Fencing
Now you can extend the reach of highly targeted geo-fencing and use that to run :15 or :30 second ads on CTV or OTT. CTV/OTT is the streaming services that people call cord-cutting (YouTube TV, Roku, Amazon Fire TV Stick, etc.).
How it Works:
- Someone walks into a virtual geo-fence (or any of the various types above)
- When that person goes home we are able to acquire their home IP address
- Knowing their IP address we can place a :15 or :30 second TV spot that appears on their streaming TV service
Geo-Fencing Allows You To:
- Target customers who are already interested in what you have to offer
- Generate immediate sales
- Allow national franchises to market their individual stores
- Take geo-fenced audiences and present TV advertising to them through CTV/OTT