What Is Geofencing?
Geofencing is a location-based digital advertising technology that draws a virtual boundary around a real-world location — and serves targeted ads to every mobile device that enters it. It is one of the most precise and measurable forms of digital advertising available today.
Geofencing — Simple Definition
Geofencing (also called geofence advertising or location-based advertising) is a digital marketing technique that uses GPS, Wi-Fi, and cellular data to identify when a mobile device enters a defined geographic area — then delivers targeted display, video, or connected TV ads to that device across thousands of apps and websites for up to 30 days.
How Geofencing Works
Every geofencing campaign follows the same four-step process — from drawing the boundary to measuring real-world results.
Draw the Geofence
A virtual boundary is drawn around any real-world location — a competitor's store, a trade show, a neighborhood, or a specific building. Mediavision2020 uses polygon fencing that follows the exact shape of a location rather than a simple radius circle, improving targeting precision and reducing wasted impressions.
Capture Mobile Devices
When a smartphone or tablet enters the geofenced area, its Mobile Advertising ID (MAID) is captured and added to a campaign audience. This happens passively through GPS, Wi-Fi triangulation, and cellular data — no app download or opt-in is required from the consumer.
Serve Targeted Ads
Captured devices receive your ads across thousands of mobile apps, websites, and streaming platforms for up to 30 days after they entered the fence. Ads follow the device across every screen — not just when the person is physically inside the geofenced area.
Measure Foot Traffic
A conversion zone is drawn around your business location. When a device that was served an ad later visits your location, it is counted as a verified store visit. This foot traffic attribution data is reported in real time through the Chattabase dashboard.
Types of Geofencing Advertising
Not all geofencing is the same. Each type serves a different strategic purpose.
Competitor Conquesting
Draw a fence around a competitor's location and serve your ads to their customers. One of the highest-ROI tactics in geofencing — you reach people already in the market for what you sell.
Learn about conquesting →Addressable Geofencing
Target specific residential or business addresses with household-level precision. Ideal for real estate, home services, insurance, and B2B campaigns that need to reach specific properties.
Learn about addressable →Event Geofencing
Build an audience from trade shows, conferences, sporting events, and concerts — then retarget those attendees for up to 30 days after the event ends.
See event use cases →Connected TV (CTV) Geofencing
Extend geofencing audiences to streaming TV platforms — Hulu, Peacock, Paramount+, and more. Reach the same location-based audience on their living room screen.
Learn about CTV →Cross-Device Retargeting
A device captured by a geofence is linked to all other devices in the same household — tablets, laptops, smart TVs. One location visit triggers ads across the entire household.
Learn about cross-device →Lookalike Audience Targeting
Build a lookalike model from your geofenced audience and reach people with similar location behaviors who have never visited the fenced location — expanding reach without sacrificing relevance.
Learn about lookalikes →Who Uses Geofencing Advertising?
Geofencing works for any business with a physical location, a local competitor, or a defined target audience that moves through the real world.
Geofencing by the Numbers
Industry benchmarks from Mediavision2020 campaigns across retail, healthcare, automotive, and service industries.
Source: Mediavision2020 campaign data. Individual results vary by industry, market, and creative. See our full benchmarks report for industry-specific data.
Geofencing vs. Other Advertising Channels
How does geofencing compare to the channels you're already using?
| Feature | Geofencing | Google Ads | Facebook Ads | Traditional Media |
|---|---|---|---|---|
| Location Precision | Polygon-level (exact building) | Radius / zip code | Radius / zip code | Broad market area |
| Audience Targeting | Physical behavior | Search intent | Demographic / interest | None |
| Foot Traffic Attribution | ✓ Verified store visits | Limited | Limited | ✗ |
| Cross-Device Reach | ✓ All household devices | Partial | Partial | ✗ |
| Competitor Conquesting | ✓ Direct location targeting | Keyword only | Interest only | ✗ |
| Audience Retention | Up to 30 days post-visit | Session-based | Session-based | N/A |
| Minimum Spend | $1,500/mo | $500+/mo | $300+/mo | $5,000+/mo |
Frequently Asked Questions
Everything you need to know about geofencing advertising.