Marketing Glossary

What are Geofencing Marketing Campaigns? Geofencing Marketing Campaigns are methods of location-based advertising where consumers are targeted based on their location in real-time in relation to a defined radius (or Geofence) around a specific location. This is made possible by consumers opting into location-based services on their mobile phone. Geofencing marketing campaigns can be used to attract users into a brick-and-mortar location based on variables defined by the advertiser, including distance from location, weather, online and offline behavior, time of day, and more. One method of conducting a geofencing marketing campaign (called “Geo-conquesting”) is to attract customers away from competitors as they get close to a competitor’s location. While geofencing marketing campaigns can be a great strategy, it’s important to understand their limitations. For example, a geofence to determine whether a consumer is in a location may not be the most accurate use. In these instances, it is better to use polygons. At GroundTruth we have taken Geofencing Advertising to the next level with our Blueprints Technology, which has 3 different polygon layers for each point of interest: in-store, on-lot, and retail block. This allows for precisely targeted geofencing marketing campaigns. Sign up for Ads Manager Learn how to buy and manage all of our available advertising products in our easy-to-use self-serve platform. Sign up Subscribe to our Newsletters Stay on top of the latest location marketing news, strategies, tips and tricks. Subscribe See what location can do for you. Contact Us

What is Geofencing? Geofencing (also known as “mobile geofencing”) is the application of defining a set geographic perimeter around a location. Oftentimes the output of this method is to prompt an advertisement based on location data signals derived through a mobile phone. These alerts are triggered when a mobile device enters the radius around a pre-established point of interest on a map and users have opted into the app’s location services. Geofencing is most often used in advertising to send an advertisement to a user through an app. This is often in the form of a promotion, sale or a simple reminder to drop in. One could even create a geofence around a competitor so a customer will receive an ad when they get close to a competitor’s store. This type of geofence is called geo-conquesting. Learn more about geofence targeting and how we employ next-gen geofence technology at GroundTruth. Sign up for Ads Manager Learn how to buy and manage all of our available advertising products in our easy-to-use self-serve platform. Sign up Subscribe to our Newsletters Stay on top of the latest location marketing news, strategies, tips and tricks. Subscribe See what location can do for you. Contact Us

What is Geo-conquesting? Geo-conquesting is a technique that uses location data to identify a brand’s competitors in an effort to promote a competing or competitive offering to their customers. This can be done in two ways: Geofencing – The most popular form of geo-conquesting leverages the technique of geofencing to reach and engage consumers when they are in or around a target competitor location. At this point, an ad is served to the potential customer to try and persuade them to come to the advertisers business instead of the competitor. For example, if a potential customer is at a local restaurant, an ad may be served to the customer from a competing restaurant. Mobile Location Data – Another form of geo-conquesting involves leveraging a mobile device’s past visitation history allowing marketers to reach consumers who have previously visited a competitive location. For example, if a customer stopped at a fast food restaurant for a meal, this customer may be served an ad for a competing fast food restaurant close to their location. Learn more about our geo-conquesting platform and how we employ this tactic for great results at GroundTruth. Discover the power of mobile location targeting at your fingertips. Sign up for Ads Manager Learn how to buy and manage all of our available advertising products in our easy-to-use self-serve platform. Sign up Subscribe to our Newsletters Stay on top of the latest location marketing news, strategies, tips and tricks. Subscribe See what location can do for you. Contact Us