How geofencing helps shape more targeted advertising

How Points, lines and polygons are reshaping mobile marketing.

Tue Sep 19 23:10:00 EDT 2017
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Digital maps are created from three primary building blocks – points, lines and polygons. Points are individual latitude and longitude values (x,y) that represent the physical location of a real world feature, such as a Point of Interest (POI). Lines are created by connecting two or more points together and are used to represent linear features in a digital map, such as roadways or railways. Polygons are generated by connecting three or more lines such that they completely enclose an area, and are used to define both large areas such as states, cities, or zip codes, and smaller areas such as neighborhoods, school zones, or building footprints.

Picket fences have gone digital

A geofence is a type of polygon that defines a virtual perimeter surrounding an area of interest. A geofence will typically outline a real-world feature, such as a park or a shopping area. Some types of geofences, however, are generated by software and are used to represent an extended area of interest, such as a 3km radius surrounding a POI, or the area enclosing a 3 minute drive time to a POI.

Geofence data are important to adtech and location-based advertising because, when combined with other data and software applications, they enable geofencing capabilities. For geofencing, a client-side application is used to capture a consumer device’s position. This position is then compared to the area of interest represented by a geofence to determine if the device has entered, exited, is approaching, or is spending time within the geofence. The state of the device’s location relative to the geofence triggers pre-defined, software executed actions or events – in the case of Adtech, the actions or events are associated with the delivery of location based targeted digital advertising.

Accurate geofence data are critical to ensuring that digital ads are delivered to the correct target audience. If the geofence area is too large, advertising money will be wasted on sending targeted ads to people outside the area of interest and consumers may be annoyed or turn-off the application on the device. If the geofence area is too small, the full target audience will not be reached.

The Future of GeoFencing – How PB is building the Geofences of the future

Pitney Bowes provides a variety of different sized geofences, allowing clients to more accurately reach their target audience. Geofences include neighborhoods, residential areas, and school zones, feature specific areas such as airports, stadiums, college campuses, and golf courses, and nested, brand specific geofences that outline a business’s retail space, the building footprint that the retail space occupies, the extended shopping area where the building is located, including parking lots and service roads and walkways that provide access to the building, and 1, 3, 5, 10, 15, and 30 minute drive time areas surrounding the business.

Read more about geofencing solutions from Pitney Bowes.