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" ... Let’s imagine that an agency is tasked with increasing enrollment at a group of preschools. The way to go about this is to target parents in the areas where the preschools are located. To build the right audience — and decide on locations to geofence — the agency has to ask the question: "Where do my ideal parents go?" Once this information is determined, the agency can geotarget the people who visit those locations and serve ads to those visitors, building awareness and getting the preschools’ message in front of the right audience. ... "
" ... “In terms of top of mind, you have to think of it as an advertising mix,” he said. For instance, those Matthew McConaughey ads for Lincoln may bring awareness to the brand, but “When you’re wondering where is the local Mercury dealer, the ability to geotarget leads to increased effectiveness.” ... "