shadowfencing strategy
A geofence that shadows the mobile billboard everywhere it rolls!
Developed by do it outdoors in partnership with Blue Bite, this shadowfencing strategy deploys a dynamic geofence that shadows our mobile billboards everywhere they roll and automatically changes the campaign’s targeting parameters to serve mobile display ads to devices closest to the out-of-home message. Then we add a five-minute trail to continue serving mobile ads to the OOH audience after the mobile billboard drives by. Pretty wild, right? Let’s break it down, check out this video below!
Shadowfencing: Real-time, real-world direct attribution
Deliver a complimentary mobile message as the mobile billboard drives by in immediate proximity. GPS coordinates are reported every 60 seconds and applied in real-time for bidding on ad exchanges…while the mobile billboard is moving. Ads are served to devices within 200 meters of the unit for a high-degree of confidence that the user is in the line of sight of the OOH message. The previous 5 GPS coordinates are stored, so we continue to trail the mobile billboard with mobile display ads to capitalize on ad recency to improve recall and conversion. We capture device info in direct exposure to the OOH message for retargeting, audience insights and attribution. And we’ve achieved awesome results:
Our shadowfencing strategy is outperforming industry average mobile display CTRs by +1,148%.
