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What is GeoFencing?

To run an effective marketing campaign, you want to make sure that you are reaching your desired target audience. Whether using keywords, job titles, or other parameters each one helps you narrow your focus on who you’d like to have see your ads. Many campaigns already have some elements of geography-based targeting. GeoFencing takes that location-based targeting and pinpoints it even further by picking a single location or a few key locations and casting your net out from there.

You pick a point of interest to your campaign - your office or a new restaurant location you’re opening - and draw a virtual boundary around that location. That area is now the geographic location that you’ll be targeting through a variety of means such as device targeting, display ads, and more. It does not have to just be a single point of interest. GeoFencing allows you to focus on a point, or points, of interest. Maybe you own a landscaping business and want to have ownership of the market in your immediate area. You want new customers located close to the office because they mean shorter travel times and you can easily work them into your schedule. A potential customer passing through the fenced-in area can now start getting ads on their internet-enabled devices such as smartphones and tablets. When they’re back home and bemoaning the work they need to do on their yard while procrastinating on their smartphones, your ad shows up with their perfect solution.

How to Make it Work for you

As with any good marketing campaign, employing multiple tactics will increase your chances of getting a potential customer to take action. You could send out a direct mail piece promoting the opening of a new location to your desired geographic area. Audience members may not take action after getting the mailer. But when they are out and about on their mobile devices and see a display ad for a new business right down the road, they may recall that mailer and be curious enough to check out the new business.

To make an effective GeoFencing campaign, think about the places where your potential customers might be before they need your services. Drawing a fence around an instrument store when you’re offering music lessons, for example.

It can be used for live events like conferences as well. If you own a bar or restaurant near a popular event center, set a boundary fence around a convention hall location and promote a happy hour special going on during a particular event. This is also a great option for businesses further away from the center of the activity that might not be front and center otherwise. Experiences like museums, bus tours, and dinner cruises can all set a boundary fence around the convention hall and benefit from the influx of visitors to their geographic area.

GeoFencing goes beyond display and digital advertising. You can use the parameters set in display ad campaigns and CTV ads as well. If you are a bar owner, you can draw boundaries around some of the most popular hotels in a downtown area. As hotel guests are in their rooms watching a show on their paid streaming applications and contemplating what to do with their evening, your ad pops up and presents a solution for their needs at exactly the moment they need it.

Not to be overlooked is the ability to play into your local audience. With MDA’s help, you can swiftly update a campaign utilizing GeoFencing to take advantage of local developments such as sporting events or concerts. By suggesting which tactics will be the most effective for you, MDA can handle the finer details of the campaign while you focus on the local flair of your messaging.

If you’re interested in learning more about connected TV, reach out to us today at