Glossary A–ZLetter G
Geotargeting
Geotargeting is the selection of screens for a campaign by their location, for example by city, postcode, radius around an address or type of surroundings.
It is a basic form of targeting in out-of-home advertising. It requires accurate location details for every screen.
A furniture retailer might book only screens within fifteen kilometres of its stores, and a regional brewery only those in its sales area. Combined with the venue type, this makes it possible to select, say, all screens in bakeries within one district. Platforms for automated buying offer this as a filter.
Geotargeting is only as good as the master data of the screens. Operators should maintain each device's address, coordinates, orientation and surroundings and update them immediately after a move. Unlike online advertising, it is the location of the screen that is chosen, not the whereabouts of individual people; no personal data is needed for it.