How Does Geofencing Marketing in OOH Campaigns Work?

Are you looking to increase your brand engagement and connect with audiences across multiple touchpoints and channels? 

That is where geofencing marketing comes in to help improve brand engagement on mobile devices. 

Nowadays people are constantly scrolling on their smartphones. In fact, according to recent data, the average person spends 3 hours 15 minutes on their phone per day, and this is 4.5 hours per day for 1 in 5 smartphone users! 

So, given the amount of time that people spend on their phones, it makes sense not only to target audiences when they are on their commute to work or out for a jog but also to retarget them on their mobile devices, using geofencing marketing. 

Geofencing is location-based and creates virtual ‘geofence’ boundary areas where ads are delivered to outdoor audiences’ mobile devices as soon as they enter the “fence”, pretty cool huh?

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

Shadowfencing technology enables advertisers to send complimentary digital display ads to on-street audiences in close proximity to the vehicles involved in their street campaigns, such as taxi campaigns.

Shadowfencing slightly differs from geofencing as it creates a virtual fence that is not static but mobile and moves along with the vehicle carrying your advertisement, allowing you to effectively retarget audiences that have already been exposed to your advertising through a different format and on a different channel. 

Geofencing instead, sets static geographic “fences” around specific areas of a city. 

Typically shadowfencing is used to retarget audiences that have been exposed to the advertising on the taxis, and geofencing targets audiences in close proximity to a specific store, museum, football stadium etc.

Carry on 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 information does geofence marketing use and 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 sending an advertisement, notification, or text whenever a mobile device enters or exits a geofence virtual geographic boundary. 

What Are the Main Benefits of Geofencing Marketing in OOH Campaigns?

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


Planning a more targeted OOH campaign aimed at a specific audience in a set location? In that case, in contrast to above the line campaigns with a mass audience, the aim of your campaign ought to be to place ads where your target audience is most likely to see them – this is known as geotargeting

The advantage of geofencing marketing is that it helps you reach highly interested audiences in small areas, and by utilising shadowfencing, you are able to retarget people with follow up ads to move them down the sales funnel.

Car top drovo digital screen in london

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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

Running a targeted Out-of-Home campaign in large cities may at first seem like an uphill task. How do you target a small target consumer demographic group in a city with a mammoth population, such as London, home to 9 million people?

At Drovo, we have the solution thanks to our wealth of experience in running hyper targeted on-vehicle transit media OOH campaigns in London using geofencing marketing technology. That explains why major brands have decided to work with us, such as American Express, Hyatt, Deliveroo, Steve Madden, and more.

Alongside geo-targeted full taxi wraps and unique car screen advertising campaigns in London, we also offer brand activation taxi swarm events. Swarms are an ideal way to generate a buzz and raise brand awareness in a specific location. 

Launching a product or opening a store soon and want to create some hype amongst an identified OOH audience? Our team are able to arrange a taxi swarm of multiple wrapped vehicles for you, get in touch with the Drovo team today. 

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


You will be focused on spending your budget wisely and seeing what options are the most cost-effective and provide genuine value for money. With geofencing, you only spend money on ads in the specific locations you choose. Convert interested target audiences into customers in your chosen locations, and you will save yourself money in comparison to non-geotargeted OOH advertising campaigns.


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

With Drovo OOH campaigns, limitations such as an audience exiting your virtual geofence boundary won’t apply since our real-time retargeting feature is able to retarget your audience’s devices and send them follow up ads, even once they have left the boundary and are no longer in close range of the branded vehicle.  

You should now understand a whole lot more about how geofencing marketing for OOH campaigns works. At Drovo, we embrace the idea that modern technology is here to stay and its capabilities for enhancing targeted OOH campaigns.

“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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