The many layers of Geo-Targeting

By definition, a geofenced or geo-targeted ad is one that is served to users within a specific area (or areas) of a city. However, a geo-targeted ad campaign needs to go beyond defining the geographical boundaries and reaching user devices in real time. Here are other factors and ideas to keep in mind if you’re planning for these types of campaigns.

Timing can make it or break it

For geo-targeting, timing is absolutely key, so day parting is essential to maximize performance. This consists of scheduling the ads within defined times of the day/ days of the week. In many occasions, timing can define the intent of a user towards a specific brand/vertical. Ads should be mental triggers and some products might be more appealing on specific moments.

Let’s say that you have a campaign for a quick service restaurant launching pancakes as a new product, which will be geo-targeted to office areas. As people don’t usually have pancakes for lunch (at least not during working days) it’s imperative to schedule the ads for breakfast mongers and snackers. For users on the lookout for test drives it’s a whole different story, and a late weekend morning will fit the bill so serving them an ad when they are in the vicinity of a showroom would make perfect sense. If you are showcasing a movie launch geo-fenced around cinemas, it’s critical that the ad is served well before the movie starts.

To read the article in full, go to the OMD MENA blog

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Satrajit Duttagupta
Technical Manager - Digital at OMD