Geo-Fencing

A Geo-Fence is a location-based mobile advertising
technology powered by latitude and longitude data.

When business owners are first introduced to Geo-Fencing, we’ve found the best way to describe it is by engaging their imagination and painting a picture in their mind’s eye.

Imagine, if you will, a virtual fence—a digital fence—around your business address.

It's an invisible fence, totally harmless, and no one even knows it's there.

IT'S CALLED A VIRTUAL FENCE BECAUSE IT USES DIGITAL TECHNOLOGY, SUCH AS GPS, CELLULAR, WI-FI, BLUETOOTH, OR RADIO TECHNOLOGY TO CREATE A BOUNDARY AROUND ANY STRUCTURE YOU DESIRE.

You can put a Geo-Fence around your business, around a competitor’s business, and—get this—even around your next-door neighbor’s home.

The latest Geo-Fencing technology is so precise and accurate in its ability to target your ideal prospects, it can use neighborhood plat lines to locate your best customers

This gives a business owner a tremendous advantage if they know how to use it.

A well-developed Geo-Fencing campaign is a kind of like an alarm system that goes off when a boundary is breached…except instead of scaring off intruders, Geo-Fencing technology allows you to send a warm message straight to a person’s smartphone.

As soon as a person enters your Geo-Fence boundary, you can send them a digital message that includes a special offer, invitation, or other enticements to stop by your location.

This is made possible because almost all smartphones have GPS technology built into the device.

In other words, Geo-Fencing offers local business owners the ability to leverage mobile GPS technology and place marketing messages in front of prospects in real time.

“Geo-Fencing enables a business to target mobile devices based on their location. This allows a business to reach prospects who enter their virtual geographic boundary with an offer to stop by.”

It may be a coupon, a one-day sale, or any other offer that may entice the prospect to visit the business.

A Geo-Fence is a location-based mobile advertising technology powered by latitude and longitude data.

Think of it as a “virtual geographic boundary” placed around a business.
Once a Geo-Fence is active, it uses the GPS technology in smartphones to detect when prospects enter a defined perimeter.

As soon as a prospect comes within range, a marketing message and offer are sent to their mobile device. It may be a coupon, a one-day sale, or any other offer that may entice the prospect to visit the business.

This geospatial technology is so versatile, business owners can create dynamic and configurable shapes around any area.

Shapes can be created around public areas like sporting events, school districts, street and highway boundaries, municipalities, and of course, local businesses.

The advantages are numerous, including the ability to create customized audiences.

Using precise and accurate data, a business can know for certain if their marketing is working. It’s perfect for brick and mortar businesses who would like to increase their walk-in traffic, coupon redemption, and other special offers.

Local targeting through geofencing is so advanced, one business can put a perimeter around a second business, and then offer enticements to draw their competitor’s customers away using mobile devices.

By using predetermined Conversion Zones, geofencing even allows for tracking online-to-offline successes in mobile advertising.

For example, as a business owner, if you use Conversion Zones, you can track if a particular customer left a competitor’s zone, and came to your zone based on an ad you sent to their mobile device.

Gaining this kind of competitive advantage is just the beginning, too.

With Conversion Zones, we can track everything that’s important:

For many businesses, Geo-Fencing with Conversion Zone technology has been truly transformative.

As proof, the latest available data on the licensed platform we use shows:

54%

Growth in advertisers incorporating Geo-Fencing into their marketing strategy, resulting in 69,711 Geo-Fencing advertisers in 2018.

47%

Growth in the number of Geo-Fencing campaigns, resulting in a total of 187,848 Geo-Fencing campaigns in 2018.

43%

Growth in the number of Geo-Fences in our licensed platform, resulting in 9,373,102 Geo-Fences in 2018.

Things are just starting to ramp up, too, and will only continue to grow.

“The Global Geofencing Market is estimated to cross $1.7 billion by 2024…and is being driven by the overwhelming adoption of mobile devices such as smartphones and tablets.”

Consider the continuing growth of digital:

69% average amount of media time consumers spend on on smartphones. (Comscore)

5Hrs people now spend more than 5 hours a day on mobile devices. (MediaPost)

47% of U.S. smart- phone owners say their smartphone is something they could not live without. (Pew Research)

57% of all U.S. online traffic now comes from smartphones and tablets. (BrightEdge)

85 Times how frequently people check their phones an average day. (PLOS Research)

60% of purchase- influencing ads are viewed on a mobile device. (IAB)

90% of today’s mobile internet engagement involves mobile apps, while the other 10% is spent on mobile browsers. (Smart Insights)

5 Hrs the amount of time consumers spend in mobile apps per day. (TechCrunch)

Possibly the most encouraging aspect of all this is how positive and enthusiastic the consumer mindset is when it comes to geofencing technology:

83% of users consider location services crucial to their mobile experience. (Pew Research)

90% of people, despite privacy concerns, keep the location services function on their smart phones switched on, and this number is only continuing to rise. (eMarketer)

150% is how much comparable searches without “near me” have grown by over the last two years. This is a clear shift toward dropping location qualifiers in search. (Think with Google)

88% of consumers who search for a type of local business on their smartphone call or go to that business within 24 hours. (Nectafy)

28% of those visits result in a purchase. (Think with Google)

This clearly demonstrates how the use of mobile (and the resulting power of location-based targeting), is the epicenter of a massive industry-wide shift in how local businesses will get new customers.

“Geo-Fencing allows participating businesses to reach the right consumers at precisely the moment they are interacting with the digital and physical world together.”

Not only that, this technology has become so advanced, it optimizes audiences in real-time.

That’s possible with Dynamic Audiences, where ads and messages change on demand to meet the ever-changing dynamics of your active audience.

Example: Let’s say a given set of ads are sent within 30 minutes of a prospect visiting a brand’s website.

If there’s a higher click-through rate than those sent outside of that 30-minute window, the platform adjusts its combinatorial bidding models accordingly to ensure the most optimal point for delivery.

That’s targeting Dynamic Audiences with pinpoint precision.

When we add extra data points like time of day, device type, and location, targeting possibilities become truly transformative.

It’s real-time optimization for local businesses—an advantage they’ve never had before.

Geo-fencing is ideal for advertisers who wish to:

Drive loyalty marketing strategies by targeting customers who have previously visited your physical location.
Conquest competitors’ locations and build a unique audience of potential customers who have already expressed interest in a similar product or service.
Target potential customers who have visited specific locations of interest relevant to your product or service, or are within a predetermined physical proximity to your business.
Reach customers who have attended an event at a specific date, time, and location by utilizing Event Targeting.
Target individual households and businesses at the address-level with mobile, video, and OTT/CTV ads.

Geofencing with Conversion Zones takes the concept even further by enabling advertisers to:

As you can see, Geofencing is a superior way to engage consumers based on a hyper-local level.

Naturally, that can go a long way in triggering immediate sales.

To the savvy business owner, though, the advantages of geofencing go beyond the immediate sale and tap into the mass consumer mindset.

Because even if a Geo-Fenced offer doesn’t produce an immediate visit or sale, it does allow the business owner to know exactly what location a consumer passed through — and where they were when they received the message.

This important information could be used to refine targeting efforts in the future based on what communications were most successful.