GEOFENCE Marketing Solutions

Geo-fence marketing includes a targeted visual ad based on user's location or location activity. In a nutshell, you can send ads to people's phones and/or TV's based on where they are or where they've been.

A virtual geofence is traced around an event location where the advertiser wants to build an audience based on their visit to that particular location during a set scheduled timeframe.

When people enter the geo-fenced location during the set timeframe, they will then become a part of an audience that can later be targeted to following the event.

As the user visits various apps downloaded on their phone (Angry Birds, Weather Channel. Emoji Keyword, Words With Friends) or browses the internet on the mobile browsers, they begin to see ads from the said advertisers. Users can see those Ads for 1 day and up to 30 days after he/she has entered the geo fence.

Home service businesses often get overlooked for geofence marketing because most don't have a retail storefront. Our geofence location targeting can be configured to target specific addresses, neighborhoods, zip codes, cities or counties. We can even set custom campaigns to target areas that have been hit by a hurricane, or target an area where homeowners may have gone to a convention.

Example A:
Roofing Company A replaced a roof in an older neighborhood. They notice that many roofs in the neighborhood need repair or replacement. A geofence campaign can put ads in front of this neighborhood on their phones or streaming television specifically for roof replacement or repair. Perhaps they even run a special. Only people who frequent that neighborhood would see these ads.

Example B:
Pressure Washing Company B sees a home show convention coming up. The location of the convention is targeted during the specific time frame of the event. People who enter into the convention during that time frame will see branded ads on their phones and/or streaming televisions.

Example C:
Decking Company C provides service to coastal areas. A hurricane is predicted to hit in this area. An ad designed around hurricane damage will be targeted to homeowners and businesses in the area for two weeks after the storm.

Many people mention they have geofencing capabilities, but may not necessarily provide geofencing as precise as others. For example, simpli.fi is able to build their geofences as small as the contours of buildings (25 square feet in many cases), while others tap into the wifi networks of particular buildings and locations, and reach mobile devices that ping off of such networks.

We know of several that can only build their geofences around a block, but not a building. The more precise you can get, the more targeted your advertising will be. That is the crux behind geofencing …targeting people based on their intent and knowing someone’s physical presence in a location can indicate intent buyers.

Some platforms are able to deliver ads primarily on Mobile Apps, while others can focus on Mobile Browsers. Also, some companies can target mainly desktop, tablet. and mobile devices, while others can also deliver ads via Connected TV. It’s important to remember that most will deliver ads via Mobile Apps with the main reason being mobile app users typically spend the majority of their time on mobile apps, not within browsers on their smart phones. So if a geofencing provider indicates they serve ads primarily through mobile apps, it is not a bad thing. The key is knowing whether they’re able to black list apps that are pulling in customers and leads for the business and the brand.

CTV stands for “Connected TV”: In a nutshell, this refers to TVs that are capable of connecting to the internet to stream digital content.

OTT stands for “Over The Top”: This would be the delivery of ads through streaming devices (including CTV) – which bypasses traditional cable or satellite TV.

OTT Advertising is revolutionizing the digital advertising landscape by introducing a highly targeted and engaging way to reach audiences through connected devices. These devices include popular platforms such as Roku, Amazon Prime, Sling TV, Direct TV Now, and Twitch. By placing video ads on both mobile and big-screen devices, advertisers can capture the attention of TV viewers more effectively than ever before.

One of the key advantages of OTT and Connected TV advertising is its programmatic capabilities. This allows for precise audience targeting, ensuring that your ads reach the right people at the right time. Imagine being able to connect with mothers aged 35-40 who enjoy avocados and could be driving new vehicles-this level of specificity is made possible through OTT advertising. Traditional TV lacks this granularity, making OTT a powerful tool for marketers aiming to engage with their core audience in a personalized manner.

With the rapid decline in cable subscriptions, U.S. broadband households are increasingly depending on Connected TV (CTV) devices to access content, with three out of four homes taking advantage of this technology. This shift is transforming the landscape of advertising, with OTT (Over-The-Top) platforms providing unprecedented advantages over traditional TV advertising.

Traditional TV advertising limits targeting to demographics such as the Designated Market Area (DMA), scheduling, and specific dayparts. However, OTT advertising offers a revolutionized approach with real-time, one-on-one targeting capabilities. This new form of advertising allows marketers to reach valuable customers and their households precisely when it matters the most. OTT advertising is utilizing a unique combination of methodologies, including addressable, behavioral, and demographic targeting, all conveyed in a friendly, accessible tone.

The impact of this targeted approach is significant. Brands benefit from a 32% higher lift in brand perception through OTT and CTV compared to traditional TV advertising channels. Moreover, OTT advertising has the unique advantage of reaching audiences that traditional channels might not capture-41% of individuals reached via CTV are unique viewers who aren’t reached by traditional TV ads.

These advancements underscore the necessity for brands to embrace OTT advertising and explore the possibilities it offers for direct and effective consumer interaction.

Some geofencing providers charge based on the number of buildings and locations you want to target For example, some will require you to spend $1,500 on just 1 building, which if you think about it doesn’t make sense and won’t fully benefit your marketing needs. What happens if you cannot exhaust your budget on just that 1 location? Also, you are limiting your reach and potential to target more people who can be ideal customers when you are only given 1 location you are allowed to geofence.

Our geofencing will not limit your location targets, and we’ll also provide you with proper strategy and recommendations on the budget you should allot over various geofencing locations. For exam­ple, we suggest $1,500 for every 20 lo­cations you intend to target. It’s not an exact science, but it allows you to spread your marketing risk a bit more and also target more buildings. Then you can determine the ones that are not highly engaging or driving proper foot traffic, and then hone your marketing dollars on the loca­tions that are driving sales and engagement.

Within our geofencing suite, we have one platform that can keep the audience inside the segment pool for up to 30 days. While we have another that can keep the users there far longer than that. You also want the flexibility in allowing an audience pool to drop off after 1 day, 1 week, or even 2 weeks.

For example, personal injury attorneys can geofence ER centers to target people who may have been in an accident. But keeping them in your audience pool for 1 month is not practical strategy given most have made a decision on needing a personal injury attorney within 2 weeks of an accident.

It can be. But our team advises against clients utilizing geofencing as a stand-alone tactic for lead generation purposes. You have to remember geofencing marketing is still disruptive advertising, where you’re putting your message in front of someone who never originally inquired about your services or product unlike SEO or Google Adwords.

It’s disruptive marketing, so you need to give a compelling reason for that person to act. It can be effective for lead generation, but it depends on the vertical, industry, creative Ads, website you’re sending traffic to, who you are geofencing, and the special offer itself that you are putting in front of your audience. And even when all those things are perfectly aligned, not everything turns out as well as you’d expect.

Some geofencing platforms allow you to “capture” people during set times of the day or week. We’re not referring to targeting and serving ads to people during set times of the day or week, but capturing. This can be important if you are more of a B2B advertiser and your intention is to target employees working at a location versus the customers frequenting or visiting those locations. You know for example that if the same person visits a location 5 days in a row, there’s a good chance they work at that location.