What is Geofencing?

Geofencing works by creating a virtual boundary around a physical location using GPS, RFID, Wi-Fi, or cellular data).

Once created, an advertiser is able to build an audience of users that enter that virtual boundary with any location data sharing activated on their phones. Then while they’re in the geofence, or up to 30 days after, an advertiser can serve that audience various ad formats, including display, video, native, audio, and CTV.

Geofences are not simply used for targeting ads, they can also be used for measuring foot traffic lift! Above The Fold has proprietary technology that allows our clients to use geofencing as conversion zones.

In this article, we’ll provide details on the most important things you need to know about geofence technology.

How does geofencing advertising work?

A virtual boundary is drawn around a physical location or created via GeoJSON file uploads (GeoJSOn files are geospatial data files in a standard format).
User enters the geofenced location.
User serves the ads which were determined by the advertiser within the campaign that was previously set up with Above The Fold.

How do geofence conversion zones work?

Geofencing with conversion zones allows you to track the physical traffic at that location that has previously been served an ad from visiting another geofenced location (or a digital ad). It enables you to track and measure online-to-offline conversions.

An advertiser selects an area they want to target and creates a virtual geo-fence around it.
The advertiser also sets up a conversion zone around one or more of their physical locations.
When a user visits the target area, their mobile device is added to a list of potential customers to receive ads for the next 30 days.
If the user enters the conversion zone with their mobile device after having seen the ad, the system recognizes it as an offline conversion for the geo-fencing campaign.

Geofencing is ideal when advertisers want to:

Retarget customers who visit or commute through any business location
Increase brand awareness
Identify high concentrations of customers
Conquest competitor locations
Drive foot traffic to a physical location
Target customers within a predetermined physical proximity to your business

Above The Fold’s Unique Approach to Geofencing

Above The Fold offers a variety of unique programmatic marketing approaches that drive results, but our Geofencing techniques are our pride and joy. Here are just a few of the unique things about our geofencing approach.

100% proprietary technology and approach.
Pinpoint accuracy.
Scalable.
Custom shapes and sizes (other vendors use “boxy” non-custom approaches that create inefficient targeting).
Target people immediately or delay up to 30 days.
Measure offline, physical visits.
Use specific day and time windows.
Much more effective than GEO-IP targeting.
We can use file import and exports for ease and scale.

What Can I Expect From Geofence Tracking?

Above The Fold has an extensive view of data, reports, and unique perspectives that will provide you value as we run geofencing campaigns together, including impression, lift, conversions, and time of day.

How Do I Get Started?

Above The Fold has extensive experience running various geofencing campaigns within virtually every industry – see this article that lays out geofencing ideas for different industries. We would love to share our learnings and help you set up a successful geofencing campaign. Our technology is unmatched, and we will help you add a new source of revenue. Connect with us, and let’s get started.