Geofencing involves setting up virtual boundaries around a point or area that track whenever someone with a mobile device crosses them. When this happens, it causes a notification to be sent to that person’s mobile device. This is sometimes also referred to as geofencing advertising, and it’s an important new technique for more accurately targeting a campaigns most likely voters. 

To understand why, first think about how traditional advertising works. A company sends out ads through mass media channels (e.g. TV, radio, newspapers, magazines, and flyers) that attempt to appeal to as broad an audience as possible. This is a rather random approach, though, as the people they reach may be as likely to have no interest in what the company has to offer as they are to actually want the advertised products or services.

In simple terms, using GPS technology, virtual boundaries are drawn to identify people using mobile devices in these locations, and then your ads are targeted (sent) to those individuals. This allows you to precisely pinpoint ads to your target audience based on places they visit and continue to retarget ads to them after they’ve left that location. In addition to displaying ads on mobile device apps and on websites, we can even target short videos on OTT (Over-the-Top) platforms like Hulu or other streaming channels.