Mobile usage has become increasingly more popular over the last several years. The latest from Yahoo’s Flurry analytics shows that 90% of consumer’s mobile time is spent in apps, which is great news for advertisers that want to geo-fence. If you haven’t heard about the latest buzzword yet – then here is a breakdown of what geo-fencing is.

What is geo-fencing?

  • A virtual boundary that is drawn on a specific location for targeting purposes
  • Uses Global Positioning System (GPS) or Radio Frequency Identification (RFID) to define a geographic area
  • Once a device enters this “virtual fence” we are than able to target them
  • The most advanced location based mobile advertising technology powered by latitude and longitude data to target specific geographic areas

How does geo-fencing work?

Once a device is captured after entering the fence we keep that data for 30 days. To be recorded into the pool of users, an individual’s phone must have their location services turned on while they are in the specified location. Once an individual device is in the targeting pool ads can be served to them in a number of apps within 30 days. Fences can be drawn to any desired shape, even specific to a buildings shape and size. The location data is based off of Google Maps.

Another great use for geo-fencing is event targeting. Virtual Fences can be turned on and off at any given times if for tracking purposes of an event. For example, if there is a concert at PNC Arena and you only want to capture the concert and not a Hurricanes game, the fence can be on for that individual event.

How do you use geo-fencing?

Industry Example
Automotive Leith Cars can fence all of the car dealerships and car repair shops in the Triangle to capture potential car shoppers on other car lots.
Restaurant Carolina Ale House can fence Mellow Mushroom, Longhorn Steakhouse and TGI Fridays to capture their competitors’ frequent visitors.
Sports Team NC State Football Team could fence the PNC Arena, and UNC’s Football Stadium to capture other sporting events at other locations.

Is geo-fencing right for your business?

If you have always wanted to target your competitors and get in front of your competitors frequent customers, geo-fencing will absolutely accomplish that! Being able to leverage this data to increase brand awareness within a concentrated area to a very niche audience is a big win for a business owner.