Geo-Fencing and Geo-Targeting 101: How Hyper-Local Targeting Benefits You

Walter Doyle, President/CEO of WHERE: The basic premise is leveraging capabilities of location which is predominate in most phones that are out there today through assisted GPS, GPS, or even network based location, or Wi-Fi to triangulate around a person to determine their location. Geo-fencing is simply drawing a boundary around a particular location, so you might say "I want to draw a geo-fence around a very small boundary, say one city block in Manhattan and against that boundary I either want to trigger the delivery of a message or an advertisement or an offer to a person that's within that geographic boundary". And again because of what we're able to do with the location determination of a phone in particular, we can now deliver that message to that phone in that location.
Nataly Kogan, Vice President of Consumer Experience at WHERE: Geo-fencing is great for consumers because it allows you to get much more relevant offers and deals since we know where you are, and we know what time of day it is, and we may know some things about what merchants you like to shop at, we can give you for example a great 10% off coupon when you're around a retailer maybe just in the parking lot that you can access right there and use without having to go home, realize that you could have saved some money and having to go back
Scott Hendrickson, Vice President of Advertising Sales at WHERE: There are 3.8 million square miles in the United States. That's a ton! What geo-fence technology allows merchants to do is specifically target ads within a specific radius of their retail locations, or other points of interest. Specifically, most merchants typically match these geo-fence radiuses to their trade radius so the ultimate result here is that merchants are only serving ads to areas that matter the most to them. As a result of this technology, what we've seen across the board is that we've seen ad performance and also secondary purchase intent metrics typically increase about 30 to 40% compared to non-geo-fenced targeted ad campaigns.

Category:

Science & Technology

Tags:

• location
• geo-fencing
• mobile
• advertising
• GPS