Geofencing & Retrofencing Tactics

By: Jeremy Ballard | Categories:Solutions & Capabilities

Discover & Reach Audiences Based on Location & Activity

A geofence is a virtual perimeter that is drawn around any location on a map, and then target and serve ads to customers that enter that location. Retrofencing is our solution for targeting audiences that had been to a physical location within the last 12 months (with thousands of locations already pre-mapped).

The way people behave in the real world can be the most powerful signal for understanding who they are and what they want. Orange142’s Retrofencing and Geofencing Solutions, enables advertisers to target based on real world behaviors to serve the right campaign, at the right time and place. This makes for highly engaging and impactful messaging.

Create Highly Customized Audiences

There’s more to understanding users than simply listing the places they’ve been. Reach your target audience at scale without losing context or relevance.

Create the perfect audience based on real world behavior, including:

  • Visits to specific place, chains, or categories of businesses
  • Recency and frequency of visits
  • Patterns of behavior (e.g., drives to work or beach vacation goers)
  • Time of day and day of week

Gain Unique Audience Insights

Take the guesswork out of how to reach your audience. Translate observations into actionable targeting strategies through in-depth analysis of your target audience and how they behave in the real world. The way people behave in the real world can be the most powerful signal for understanding who they are and what they want. Orange142 analyzes user location data so you can target users based on their real-world behavior.

Tailor your audiences to fit specific campaign needs and KPI’s and activate across your favorite tech partners. Expand beyond mobile and find those location-based audience across devices.

Build Targeted Audiences

Targeting is only as good as the data it’s based on. Audience discovery is accomplished through Orange142’s mobile-first data and proprietary technology ensuring quality audiences, every time. Orange142 Geofence & Retrofence Audiences are a collection of over 600 ready-to-use audiences designed by our location experts. Target users based on specific places they visit or select behavioral segments that describe who they are based on their place visitation and behavioral patterns over time.

  • Brand shoppers
  • Place category visitors (e.g., beaches, stadiums, restaurants, automotive dealers)
  • Behavioral segments
  • Demographic segments
  • Competitor Conquesting – Use location to keep your brand top of mind against competitors. Influence users with geofencing strategies around competitor locations or targeting audiences who have a history of visiting those locations.

Compatible Creative Assets:

Banner Ads

Best performing ad sizes: 300×250, 728×90, 160×600, 320×50

Please make sure a logo and call to action are present in the banner creative.

Video Ads

Pre-Roll no longer than :30 seconds in length.

File Types: X-FLV, MP4, WEBM, X-MS-WMV, OGG, X-MSVIDEO, MPEG, Quicktime, 3GPP, 3GPP2, XM4V

Native Ads

Image, Logo, Headline, Copy (300 characters max)

With the highest quality and most scalable location data, Orange142 has built a unique geo-fencing solution to help marketers, advertisers and agencies reach target audiences while they are in (or have been in the past) physical locations.

Case Studies

Case Study 1: Florida based Destination Marketing Organization

Services: Geofencing and Retrofencing


The Florida Tourism Destination was looking to engage fans of the Midwest Based MLB Baseball team that holds its spring training in Florida. The hope was to attract fans of the team to visit the Florida Destination during spring training, coincidentally a shoulder season for the region.


Orange142 utilized geofencing to target home games of the Midwest MLB team and serve ads detailing the upcoming spring training events in Florida. Additionally, Retrofencing was utilized to serve ads to all home game attendees from the last 12 months.


The campaign resulted in over 872,000 impressions and a 0.30% CTR (far outpacing the industry average CTR of 0.08% for Tourism advertising)! Results exceeded all similar sized paid media campaigns that utilized only 3rd party data sources.


Case Study 2: Major Watch Manufacturer and Retailer

Services: Geofencing and Retrofencing


In an effort to increase brand awareness nationally, this major watch retailer decided to expand their reach across four of their partnered retailers who sell their various watch models. These brick and mortar retailers, including Cabelas, Dillards, Nordstrom, and Tourneau, all attract varied sets of core consumers. The brand needed to capture shoppers at each store.


Geofencing was used to effectively reach the watch retailer’s consumers. Leveraging the Orange142 geofencing solution, strategic geofences 1000 meters around any Cabelas, Dillards, Nordstrom, and Tourneau were set to capture shoppers. This allowed users to be engaged in real-time with co-branded creative. Retrofence audience Data was then layered in to create custom audiences built with users who had visited one of the store locations within the last 30 days. Retargeting these audiences across devices created maximum brand exposure.



This targeting method delivered superior brand engagement with a 25% higher CTR, 44% higher engagements compared to other campaign tactics and represented 10% of view-throughs direct to the watch manufacturer’s website.

Contact Us today to see how Geofencing and Retrofencing through Orange142 can help elevate your media campaigns!