Location data is only useful if it survives scrutiny. We build geofenced audiences from observed real-world behavior, activate them across display, video, and streaming, and measure the result as walk-ins and revenue rather than impressions inside a polygon.
lift in tracked visitor spend, destination program
lower cost per verified visit after fence consolidation
walk-in lift against a matched geographic holdout
week measurement window before budget is scaled
Selected clients
Four categories cover most programs. Each one is built from observed visits, not a radius drawn around a pin.
Specific addresses and structures where the audience you want spends measurable time, filtered by dwell so passers-by are excluded.
Time-bounded fences around venues, with retargeting windows that follow attendees for weeks after the doors close.
Address-level targeting from a client list or a modeled service area, resolved to the household rather than the device.
Audiences built from verified visits to named competitor locations, paired with switching creative and a reason to move.
A selection of the specialists who lead and shape this work, supported by a broader multidisciplinary team.
Geofencing is widely sold and rarely done well. Most programs draw a shape on a map, buy cheap inventory inside it, and report impressions as though proximity were intent. The audience is noisy, the frequency is uncontrolled, and the measurement is a screenshot.
We treat location as one input into an audience model. Who was there, how long they stayed, how often they return, what they did afterward, and whether any of that correlates with becoming a customer. Only the segments that clear that test get budget.
The activation then runs through the same infrastructure as the rest of the media program, so a geofenced audience can be suppressed against existing customers, sequenced with connected TV, and measured in the same attribution model as paid search.
Every polygon is documented with its rationale, dwell threshold, and lookback window.
We are platform-independent. Tooling is chosen per engagement, and every account is client-owned.
Basis
The Trade Desk
DV360
StackAdapt
Amazon DSP
GA4
Call trackingSix failure patterns we see repeatedly, and what we change about each.
If none of these describe the situation, we will say so before a proposal is written.
Healthcare systems, retail groups, restaurants, and service brands where the outcome is a visit to a specific address.
Tourism boards, venues, and conference organizers who need to reach an audience concentrated in time and place.
Auto, home services, and financial categories where a competitor visit is the strongest available intent signal.
Agencies running awareness or behavior-change campaigns bounded by district, service area, or jurisdiction.
Manufacturers and industrial suppliers targeting trade shows, industrial parks, and named accounts by building.
Programs that delivered impressions and no evidence, and now need the measurement rebuilt before the budget is renewed.
A geofence is a hypothesis about who a place attracts and why that matters commercially. We write the hypothesis down, build the audience to test it, and hold the campaign to a walk-in or revenue outcome. Fences that do not clear the bar are retired rather than defended.
Practically, that means fewer, tighter polygons; documented dwell and lookback rules; household-level frequency control; and a measurement design agreed with the client before the first impression is served.
Fig. 02
Signal is collected, identity is resolved, the model assigns credit, and the next allocation follows from it. The loop feeds itself.
The model is the part we own. Everything else is plumbing.
Eight stages, run in order. Measurement design is agreed before any budget is committed.
Scoped per engagement. Most programs use four or five of the capabilities below.
Audiences built from verified visits to named competitor locations, with switching creative and offer strategy.
Time-bounded fences around conferences, stadiums, and festivals, including retargeting windows after the event.
Household-level targeting from address lists, useful for named-account and service-area programs.
Audiences rebuilt from past date ranges, for annual events and seasonal demand.
Verified visit measurement with holdout groups, reported as lift rather than raw visits.
Exposed audiences matched back to closed revenue in the client's CRM where data sharing permits.
Geofenced audiences extended into connected TV, streaming audio, and paid social for coordinated frequency.
Sensitive-location exclusion policies, consent handling, and documentation for regulated categories.
Fig. 03
One index for the program, three standing indicators beneath it. No vanity metrics, no screenshots of a platform dashboard.
Talk it through
Send us the map, the list, or the event. We will tell you whether location media is the right instrument before anyone writes a proposal.
01
Media planned and bought against the buying journey rather than the platform, with direct channels like email activated in the same plan. The focus is measurable performance, not simply placement, so every dollar reads cleanly against revenue.
Advertising
Biddable display, video, native, and audio inventory bought against audience quality and verified outcomes.
Advertising
Streaming television bought like performance media, with reach that reconciles to outcomes.
Advertising
Screens in the physical world, planned against the same audience model as everything else.
Visibility
Map, profile, and proximity visibility for businesses judged by geography.
Representative, not exhaustive. Regulated categories carry exclusion policies we maintain and review.
Health systems, medical groups, and specialty practices competing for patients who now begin their search inside an AI answer rather than a directory.
Destinations, hospitality groups, and attractions marketing to travelers across a long, distracted planning window.
Retailers and direct-to-consumer brands competing on margin, media efficiency, and repeat purchase rather than impressions.
Service businesses where every dollar of media is judged on booked jobs, call quality, and cost per acquisition.
County agencies, municipalities, and public programs that need reach, transparency, and reporting that survives a council meeting.
Industrial and B2B manufacturers with long sales cycles, technical buyers, and pipeline that has to be traced back to the source.
In-N-Out Burger
Franchises. Advertising.
Awareness was never the problem. The opportunity was proximity: making it effortless to find a nearby location at the exact moment of the decision. Most of those searches happened on a phone with immediate intent, someone wanting hours, directions, or the closest restaurant, not information about the brand.
High-intent local search patterns targeted
A new restaurant location has no habit built around it. The people most likely to walk in live, work, and shop within a few miles, but they will not find a new opening on their own. Slater's 50/50 needed local awareness fast, and it needed proof that the awareness turned into visits rather than a number on a media report.
Franchises | Advertising
712,302
Campaign ad impressions
Franchises
Advertising
Slater's 50/50
01 / 02
Writing from the team running this work, published as the field changes.
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Accuracy depends entirely on the data source and the fence design. Observed GPS data with a dwell threshold is reliable within roughly ten to twenty meters. Modeled or IP-derived location is not, and we do not use it for conquesting.
Yes, in most categories. Competitor conquesting is one of the strongest applications of location media. Regulated categories such as healthcare carry restrictions, and we maintain an exclusion policy for sensitive locations.
Historical fencing typically reaches back six to twelve months depending on the provider, which makes annual events and seasonal demand addressable outside their window.
With a holdout. We withhold delivery in matched geographies or audience segments and report the difference in verified visits, rather than crediting every visit that follows an impression.
Enough to reach a defined audience at controlled frequency for a full measurement window. In practice that usually means a twelve-week commitment rather than a monthly test, because a shorter run cannot produce a trustworthy lift read.
It does, with a narrower and better-documented dataset than five years ago. Consent-based observed location remains available, and household-level addressable targeting has largely replaced the looser device graphs that privacy changes retired.
Yes, and it should. Location audiences are most effective when suppressed against existing customers and sequenced with connected TV, paid social, and search rather than run as a standalone line item.
Begin a conversation
Send the addresses, the competitors, or the events. We will come back with a view on whether location media is the right instrument, and how we would prove it worked.
Geofencing engagements begin with a measurement design, agreed before the first impression is served.
