Geofencing: How It Impacts DOOH Campaigns

Geofencing in advertising involves creating virtual boundaries around an area that tracks whenever someone with a mobile device enters it. 

Looking to target your audience based on their location? Good news, using geofencing in advertising will help you to build up a large local customer base.

According to PWC, UK DOOH revenue grew by 15.9% in the Q3 of 2023. At Drovo, our on-vehicle advertising will turbocharge your DOOH campaigns using the latest technology to help you put the right ads in front of the right audience at the right time. 

Carry on reading to learn more about the latest location-based advertising technology in this guide we have come up with on geofencing and how it impacts DOOH campaigns.

Geofencing vs Geotargeting

With geofencing, your ads are displayed to everyone inside a designated geographic area or virtual ‘fence’. Geotargeting on the other hand breaks down the audience within the virtual fence, and instead targets ads at those with certain interests, filters, and exhibiting specific in-app behaviours. 

In short, geotargeting is a more refined and detailed way of targeting customers based on location. 

What Is Shadowfencing? 

Shadowfencing is a dynamic geofence that enables you to move with a mobile or ‘transit’ audience. With the shadowfencing retargeting feature we have developed at Drovo, you are able to deliver a complementary display ad to a consumer’s mobile as the branded vehicle passes by in immediate proximity. Hit two birds with one stone by simultaneously targeting your audience both online and offline with Drovo’s on-vehicle ads with the latest technology.

At Drovo, we are confident that we are a force bridging online and offline advertising. For instance, offline to online attribution can be determined thanks to Drovo campaigns, such as rises in footfall being attributed to an increase in clicks on complementary display ads.

What Are the Benefits of Geofencing?  

Now, let’s take a look at some of the benefits of geofencing in OOH advertising campaigns.

Geofencing Allows You to Reach the Right Customers at the Right Time

The key to your OOH campaigns having a high impact is ensuring your ads reach the right customers at the right time. A clothing brand with a new flagship London store rolling out Digital Out-of-Home ads for waterproof winter coats in the local area while there is torrential rainfall happening in wintertime is a good example of reaching the right customers at the right time in the right place.

Our programmatic advertising technology with rapid setup times of just minutes for our on-vehicle digital advertising screen campaigns empowers you to hyper target your audience and put the right ads in front of the right people in the right locations. 

Geofencing Helps You Send Ads Relevant to Users’ Interests

Want to be more specific than targeting a location? After all, you will still get a lot that scroll past your ads within a given location, everyone has different interests, hobbies, likes, and dislikes. 

Fortunately, geofencing draws on data which allows you to optimise your OOH campaigns and send ads which are relevant to users with matching or similar interests. 

Improve Your Local Customer Base

Fed up with casting the net too wide and not getting the results you want from DOOH campaigns? Want to build up your customer base in a local area?

This is exactly what geofencing is there to help you do. 

Advertising in 2024 is all about connecting with local communities and customer bases. Create OOH ads which resonate with the local community alongside using geofencing technology, and you should see your engagements rise in no time. 

Geofencing Raises Brand Awareness 

Leverage geofencing properly, and it will do wonders for your brand awareness, especially by creating a buzz about your brand locally. Make the most of Drovo’s shadowfencing technology to connect with passersby through on-vehicle ads, and you will soon see your brand awareness shoot up.  

Taxi swarms are an extra service we at Drovo offer to help elevate brand awareness. We offer 3+ taxis to travel up and down the local streets immediate to your chosen location for 2-8+ hours.

Are you a brand looking to generate hype around your product or service in a particular neighbourhood? A Drovo taxi swarm is the perfect OOH solution for you.

Check out the video below to see for yourself how we raised brand awareness for the Rustlers brand with a taxi swarm in Manchester.

Hopefully, you now understand a bit more about how to use geofencing for maximum impact in your DOOH campaigns.