Geofencing versus geotargeting
Geotargeting covers broad areas like cities or ZIP codes. Geofencing targets small, precise spots, often a single building or event site, based on device location data.
Common uses
Reaching attendees of a trade show or home show, people visiting a competitor's location, students on a campus or shoppers near your store. It is usually bought through programmatic ad platforms.
Limits and privacy
Location data isn't always precise, and audiences can be small. Rules on using sensitive location data are tightening, so work with reputable providers and avoid sensitive places like health clinics.
Why Geofencing matters
Geofencing lets you reach people based on where they have actually been, which can be a strong sign of interest. Used carefully, it adds a precise layer to broader campaigns.
Following up after the home show
A kitchen remodeler set a geofence around a regional home show and ran ads to devices seen there for the following weeks. Several consultation requests came from people who mentioned meeting the team at the show.
Common mistakes
Fences that are too small
Tiny fences may collect too few devices to matter. Check expected audience size first.
No clear follow-up offer
Seeing an ad isn't enough. Give people a reason to act, tied to where they were.
Ignoring privacy
Avoid sensitive locations and check how your provider sources location data.
Where we work on this