Location data, geo-targeting, geofilters. Location-based technology is opening up a world of possibilities, but it can also get pretty confusing. We’d like to break down the details of the geofence mobile display that we use at Central State Media, and what sets it apart from other location-based products.
In summary, geofence mobile display uses mobile advertising technology – powered by latitude and longitude data – to target specific geographic areas. A virtual ‘fence’ is drawn around pre-determined locations; you can target competitor locations, an event during a specific time frame, and more. Your mobile display ads are then served to smartphone users who enter those ‘fences’ not only while they’re in the fence, but also for up to 30 days after they’ve left that area. We can even set your business as a ‘conversion zone’, allowing you to track all physical traffic at your location from users who have seen or clicked one of your ads from visiting one of the geofenced locations.
How Does It Work?
An area is mapped out, creating a geofence. Then, GPS follows users and when someone’s phone enters the geofence, we add that device to your segment and can serve your ads to that device. Ads are served to the user while they’re in the fence (assuming they’re actively using their phone), and when they leave (and will likely be using their devices much more frequently).
What’s the Value of Conversion Zones?
Conversion zones identify audiences responding to mobile advertising by visiting a physical location. This means that you can actually track how many people visit your business after they see or click on your mobile ad.
How is Our Geofence Mobile Display Different?
Geographic targeting is the new ‘in’ thing for digital marketing. Most companies use map-grid and radius targeting, which will deliver outside of the specific location you want to target (so, no accuracy). They also will not be able to scale delivery because they can only deliver an ad impression while the user in the fence. CSM, on the other hand, does not have to sacrifice accuracy for scale. We can deliver to the user based on actual GPS latitude/longitude coordinates collected (not derived location from a cell phone tower) while in the drawn fence, then we can delver an ad impression while the user is in the fence. Much more importantly, though, we can deliver your ad to the user after they have left the fence and track actual conversions.
Geofence mobile display is a great tactic for reaching your target audience where they spend their time – on their mobile phones. To learn more about geofence mobile display and if it’s a fit for your marketing strategy, contact us!
