How Does Geofencing Marketing Work?

Geofencing marketing enables brands to connect with audiences across multiple touchpoints and channels in their Out-of-Home campaign efforts.

Nowadays, people enjoy scrolling on their smartphones. According to recent data on smartphone usage, the average person now spends 3 hours and 15 minutes on their mobile a day, rising to 4.5 hours for 1 in 5 smartphone users! This fixation on mobile phone scrolling is something you ought to take into account when devising your Out-of-Home campaign strategies.

Geofencing is location-based and creates a virtual ‘geofence’ boundary, delivering ads to audiences’ mobile devices as soon as they enter the ‘fence’, pretty cool huh?

At Drovo, we go one step further and leverage a sub-type of geofencing marketing – shadowfencing

Shadowfencing enables advertisers to send complimentary digital display ads to the mobiles of audiences in close proximity to the vehicles in taxi and car screen campaigns.

To continue the conversation after outdoor audiences first come into contact with an ad and enter a virtual geofence, advertisers can retarget them by delivering sequential ads to their mobile devices with shadowfencing.

Shadowfencing differs from geofencing as it creates a virtual fence that is mobile, not static, and moves along with the vehicle carrying your branding, allowing you to retarget audiences through a different media format and on a different channel. 

Geofencing instead, sets static geographic ‘fences’ around specific areas of a city. You can set a geofence around a specific storefront, museum, sports stadium, street, etc.

Continue reading to learn more about how geofencing marketing in OOH campaigns works.

What Technologies Does Geofencing Marketing Rely On? 

Geofencing sounds interesting, but what sort of data does geofencing marketing draw on?

Geofencing uses information from radio frequency identification (RFID), Wi-Fi, GPS, or cellular data to trigger a targeted geofencing marketing action, such as an advertisement, notification, or text whenever a mobile device enters or exits a geofence’s virtual boundary. 

What Are the Main Benefits of Using Geofencing Marketing?

You’ve decided you want to run an Out-of-Home campaign targeted at a defined audience in a specific location, let’s discuss how geofencing marketing will help you.

The Targeting Capabilities of Geofencing Marketing

Planning a targeted OOH campaign for a specific audience in a set geolocation? In that case, the aim of your campaign ought to be to place ads where your target audience is most likely to see them – which is known as geotargeting

The advantage of geofencing marketing is that it helps you reach highly interested audiences in specific areas. Through shadowfencing, you can retarget audiences with sequential ads to move them down the sales funnel.

Car top drovo digital screen in london

Get in contact with Drovo

Want your DOOH campaigns to cut through the noise and connect with on-street audiences? Drovo’s on-vehicle screens are the solution.

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Geofencing Marketing Is Well-Suited to Campaigns in Large Cities

How do you target a specific target audience demographic in a city with a huge population, such as London? At Drovo, we have a wealth of experience in running targeted on-vehicle campaigns in London using geofencing marketing technology. That explains why major brands decided to work with us, such as American Express, Hyatt, Deliveroo, Steve Madden, and more.

Alongside providing geotargeting marketing for branded taxis and unique on-vehicle screen campaigns in London, we also offer taxi swarms as outdoor brand activation events. Swarms are an ideal way to boost brand awareness in a specific location. 

Opening a store soon and want to attract consumers to your new storefront? Our team will be able to arrange a taxi swarm of multiple wrapped taxis in the immediate area, get in touch with the Drovo team today. 

Take a look at the video below to see a taxi swarm takeover event we ran for Malone Souliers out of Harrods in London.


Another benefit of geofencing marketing is its ability to adapt to your bespoke campaign goals. Set up a geofence wherever you’d like in line with your strategy for making an impact on specific local target audiences.

With Drovo campaigns, our real time retargeting feature will retarget your audience’s devices and send them sequential ads, even once they have left the virtual boundary.

You should now understand a lot more about how geofencing marketing works in OOH campaigns today.

“On-vehicle Drovo screen campaign in London

Want to run a DOOH campaign with Drovo?

Since you’ve reached the end of the blog, let’s have a chat about on-vehicle digital screen campaigns

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