Geofence Mobile Advertising Strategies

Geofenced display advertising is proving to be an effective tactic for digital marketers across multiple industries.  The companies that learn to include this intelligent, location-based advertising into their mix will likely see quick returns and will be positioning themselves to be more competitive in the future.

What is geofencing?

Geofencing mobile advertising strategies are the practice of establishing a radius around a high-value physical location.  That could include an advertiser’s brick & mortar location, public events (sporting events, street fairs, etc.), industry conferences, travel destinations, and more.

The size of the radius can be adjusted to accommodate different campaign strategies.  For example:

  • B2B advertisers who want to drive booth traffic at a key industry conference that their salespeople are attending would want to keep their geofence tight to the conference venue and any applicable hotels in the nearby area.
  • Restaurant advertiser who wants to drive lunch traffic would want to cast a slightly larger net and would set their geofence up to include key business, shopping, and residential areas within a short distance to their location.
  • An entertainment venue in a coastal tourist town that wants to increase same-day visits may want to geofence popular beaches and push ads with real-time information & offers for their business.

Depending on the campaign strategy, advertisers can add other targeting layers to be even more precise with their geofence advertising investments.  That includes targeting strategies such as age, gender, income, in-market behavior, etc.

Right time, right place, right message. Geofence mobile advertising strategies work!

In the past year, we’ve worked to help clients reimagine what’s possible with intelligent geofencing.  The result?

  • After deploying strategic geofencing display campaigns, a local co-op for a national fast-casual restaurant brand saw an increase in in-store sales & traffic and catering sales after the first 3-months.
  • Regional healthcare provider sees significant out-of-network referral growth after investing in location-based ad campaigns that geofenced key non-affiliated healthcare facilities within their territory.
  • Double-digit foot traffic growth at key industry conferences for a national B2B advertiser after using strategic geofencing strategies that targeted the event venue and surrounding hotels.

Let’s get started. It’s easier than you think!

While location-based advertising, or geo-fencing, has been available for a few years now.  Several challenges have contributed to the slow adoption by regional advertisers:

  • Companies lack awareness of the opportunities available to them
  • Local agency partners lack the necessary understanding of how to strategically use the technology
  • Limited purchase options and campaign minimums have kept many advertisers on the outside looking in

Today, advertisers have more options than ever to target their potential customers with digital display advertising.  Campaigns can be built to accommodate all budget levels and audience segments.  If you’ve been thinking about how to increase the impact of your advertising investment using location-based digital advertising strategies, we would value the opportunity to talk to you.

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