Geo-fencing allows you to select a location, date and time to target your messaging to a mobile device.
This physical area, along with the timing of your campaign, is considered to be “geo-fenced,” such that when a user enters the area during the specified time, your campaign is delivered to them. Geo-fencing is especially effective around special events as it allows your messaging to be delivered to a highly specific audience. In a geo-fencing campaign, your message is delivered to a mobile device when a user enters your target area. Your message can be highly specific due to the hyper-local nature of the delivery method. The key difference between Geo-Targeting and Geo-Fencing is use case: Geo-Fencing is optimal when targeting around a very specific location (i.e. a mall or store location) or event (i.e. festival, sporting event) and delivering messaging specific to the event or location (special offer for ticket holders, drive a customer from a competitor to you). Geo-Targeting is best for longer term messaging that is dependent on location, such as advertising for a local business or longer term offer.
• Call-to-action messaging
• Location specific or hyper-local messaging
Recommendation: keep creative simple and messaging short and always link your creative to a mobile site or landing page.
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Of important note, mobile advertising should always link to a mobile-optimized site or landing page. This allows users to have a seamless experience with your brand. It also ensures that when the users clicks through, they can take advantage of your call to action or find the information they are looking for. If you need help building a mobile-optimized site or landing page, we can help.