A geofencing campaign to reach a target audience at a congress
A geofencing campaign to reach a target audience at a congress
Date
August 3, 2026
Client
B2B. A company that wanted to reach a specific target audience around an international trade congress.
An Apple A Day set up a geofencing campaign to digitally reach a specific B2B target audience around an international trade congress, and to keep engaging them afterward.
The challenge
A trade congress brings a specific target audience together in one location for a few days. The brief was to also reach those professionals digitally around the congress with targeted content, through geofencing: a virtual boundary around the congress venue within which you reach people on their mobile devices.
The approach
We drew a geofence around the congress venue and combined it with targeted segmentation, to reach the right visitors within the area as effectively as possible. For buying, we deliberately chose a programmatic platform, which purchases ad space more precisely based on data than a broad, open network. Throughout the campaign, we actively steered based on results, to get the most out of it. That delivered a lot of new, unique reach at an efficient cost.
The insights
A geofencing campaign hinges on the match between your target audience and the event's audience. A geofence captures everyone within the area, and at a large international congress, a specific national audience is only a small part of the thousands attending. That makes it hard to isolate that group precisely. That's not down to the technology, but to the context.
Geofencing works best where target audience density is high, for example at a national trade congress, combined with social channels such as targeted segmentation by role or specialty, and with measurement from the start to optimize and keep reaching the audience afterward with valuable content.
The result
An executed geofencing campaign with a lot of new, unique reach around the congress, and sharp insight into when this tool delivers the best returns. Where many parties deploy geofencing without question, we know when it works and when a different approach fits better. That makes every next campaign more targeted.
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Frequently Asked Questions
Drawing a virtual boundary around a physical location to reach people within that area on their mobile devices in a targeted way. At a congress or trade show, this lets you also approach your target audience digitally.
With high target audience density, for example at a national trade congress, combined with social channels such as targeting by role or specialty, and with measurement from the start to optimize and retarget.
Because a geofence reaches everyone within the area. At a large international congress, a specific national audience is only a small part of the visitors. With high density, such as at a national congress, the reach is far more efficient.
Yes. Anyone you reach within the geofence can continue to be approached afterward with retargeting, for example with insights from the congress or a targeted follow-up. That extends the impact from a few days to an entire campaign period.
That we don't deploy a tool without question, but know when it delivers results. That knowledge makes future campaigns more targeted and effective.
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