More often than not, brands concentrate their advertising efforts on reaching large, distant audiences through social media and search ads. While these strategies have their place, it’s easy to overlook closer opportunities.
This is a significant oversight, considering that 93% of consumers travel 20 minutes or less to make everyday purchases. Most customers are choosing businesses near them, and if your advertising isn’t reaching these people, you’re leaving money on the table.
So, what can you do beyond traditional billboards that people barely notice as they drive by? Geo-advertising.
In this guide, we’ll explain what it is, how it works, and why it’s one of the most effective ways to connect with customers at the right time and place.
Whether you’re entirely new to the concept or wondering if it’s right for you, this article has you covered.
What is geo-advertising?
Geo-advertising is a marketing approach that uses location data and user behavior to deliver targeted ads to people based on where they are, what they’re searching for, or the areas they’re exploring.
While it’s often associated with proximity — such as sending ads to users near a business — it goes far beyond that.
With geo-advertising, you can do more than just target people physically near your business. For example:
- You can buy impressions in specific areas. Target your ads to appear in chosen locations to keep your business visible to people navigating or exploring those areas. For example, a Manhattan coffee shop can direct customers to their Times Square location.
- You can respond to what people search for. Show ads to users searching for services, places, or products in your area, even if they’re browsing from a different city or country.
- You can suggest alternatives. If someone is looking at a competitor’s location or planning to visit their business, you can show an ad for your business as a compelling alternative.
Unlike traditional ads tied to fixed placements like billboards, geo-advertising adapts to user activity. It places your business in front of people while they navigate, search for services, or explore maps.
This convenience makes it perfect for today’s mobile-driven world, where people often rely on their phones to search and plan on the go.
How does geo-advertising work?
Geo-advertising uses location data and insights into user behavior to connect you with your ideal customers.
Let’s break the process down:- Location data/user behavior is collected
Geo-ad platforms gather information through GPS, Bluetooth, Wi-Fi hotspots, and cell towers to pinpoint a user’s location. They also analyze user activity, such as search history, route planning, and visited areas, to understand their behavior and preferences. - Ads are triggered
The ads aren’t random either; they’re designed to appear based on a combination of location and behavior:- Geofencing: You can set virtual boundaries around specific areas, like shopping malls, stadiums, or business districts. When someone enters or leaves that area, your ad is triggered. For example, a sporting goods store could target people leaving a nearby gym.
- Proximity: Ads may also appear based on how close people are to your business. If customers drive past a restaurant, an ad might pop up encouraging them to stop by and try the meal of the day.
- Behavior: Geo-ad platforms also consider user activity to predict their needs. If someone’s planning a trip to a country, or a route to a shopping mall, an ad for a nearby clothing store might appear during navigation or in the map results.
- Time and context: Ads are tailored to fit the user’s situation. An ad for a café could appear in the morning when commuters are most likely searching for coffee.
- Where ads appear (and how)
Geo-ads can be integrated into places you already interact with. For example:- Navigation apps and maps: Ads might show as pins marking your location, banners during route planning, or suggestions along the way.
- Push notifications: Push notifications can alert passersby about nearby offers or events.
- Search results or recommendations: On some platforms, geo-ads may appear in search results when users look for specific services or categories.
- Interactive ads: Some platforms support rich media formats, like interactive maps or branded icons, to make ads more engaging.
Benefits of geo-advertising
Geo-advertising is quickly becoming one of the most effective ways to connect with customers. The global location-based advertising market was valued at USD 128.12 billion in 2024 and is projected to grow by 15% annually from 2025 to 2030.
Why? Because it works.
Here are some of the advantages of geo-advertising:
- Real-time targeting
Geo-ads are delivered to users when they're most likely to engage. They can show up as people navigate, search, or explore areas near or far — making them far more impactful than static or untimely campaigns. - Increased foot traffic
One key advantage of geo-advertising is its ability to use proximity to influence decisions.
While geo-ads can also reach users searching from afar, targeting those nearby offers a unique opportunity to drive immediate action. A timely ad about your business — like a discount or a must-try product — can turn someone passing through your area into a paying customer. - Cost efficiency
Geo-advertising helps you focus your budget on audiences that matter most — people who are more likely to act. Instead of casting a wide net and paying for impressions that don’t lead to conversions, geo-ads allow you to target specific locations or user intent.
This targeted approach leads to a better return, especially for small and medium enterprises with limited ad spend. - Building awareness and loyalty
Even if someone doesn’t visit immediately or isn’t near your physical location at that point, seeing your brand in relevant situations keeps it top-of-mind.
Over time, geo-ads create familiarity with your business, increasing the likelihood of future visits and building long-term loyalty among local customers. - Relevance and personalization
Geo-ads are tailored to a user's current context, so they feel more personal and engaging. For instance, a bookstore can promote a new release to someone walking through a shopping district.
In general, tailoring ads to users’ preferences makes them more engaging. Research shows that personalization can boost revenue by as much as 40% — a clear indicator of how impactful tailored advertising can be. - Insights into customer behavior
Geo-advertising doesn’t just attract customers; it helps you understand them better. Over time, these campaigns reveal patterns about your audience — what they search for, when they’re most active, and which offers they respond to. With this data, you can refine your strategies and cater to your customer’s needs.
These benefits make a strong case for geo-advertising. But before moving forward, it’s important you determine if it suits your business.
Below, we’ll break down which businesses get the biggest boost from this marketing technique.
Who should use geo-advertising?
Geo-advertising suits businesses of all sizes, whether you’re running a small café or managing a national retail chain. While it’s versatile enough for many industries, some stand out for how much they benefit from it.
Here are some of the industries that see the biggest impact from geo-advertising.- Retail
Geo-advertising aligns with impulsive shopping habits. It helps retailers connect with customers as they explore options. Retailers can highlight promotions, seasonal discounts, or sales to attract both planned and spontaneous buyers.
Example: Urban Outfitters
Urban Outfitters used location data to target women who visited bars and nightlife spots. They sent notifications that linked directly to party dress pages in their app, making shopping effortless. This approach led to a 146% revenue boost and a 75% increase in conversions. - FMCG (Fast-Moving Consumer Goods)
Everyday items like snacks, beverages, or personal care products are often impulse buys and rely on convenience. Geo-ads can engage shoppers actively searching for nearby stores or researching where to find these goods in your area.
This strategy works especially well in high-traffic zones, like urban hubs or transit centers.
Example: Burger King
Burger King used geo-fencing to target people near McDonald’s locations. Customers who opened the Burger King app within 600 feet of a McDonald’s received an offer for a one-penny Whopper, redeemable through the app at a nearby Burger King. The campaign resulted in 1.5 million app downloads and massive social media buzz. - Automotive
Geo-advertising is also great for reaching drivers on the go. Car washes, fuel stations, and even car dealerships can target people traveling in their area. Dealerships can also attract potential buyers by promoting special financing offers and inventory when they search for specific vehicle options or check out a competitor.
Example: Hyundai
Hyundai used its “Dealer Stealer” geo-ad to identify customers visiting competitor dealerships. The ads directed these customers to Hyundai dealerships and offered competitive incentives and deals. - Real estate
Real estate businesses can target buyers researching houses in a neighborhood or simply looking at specific locations on maps. Geo-ads can help these buyers connect with open houses, property listings, and agents. - Events and entertainment
Festivals, concerts, and pop-ups often rely on attracting people who are already nearby. Instead of hoping they stumble across your flyers or social media posts, geo-ads can help you announce last-minute tickets or highlight ongoing events to boost attendance and engagement.
Even industries like healthcare and fitness can find creative uses for geo-advertising. For instance, a healthcare provider could promote flu shots to people browsing services in a new area, while a gym might target users searching for fitness options.
Geo-advertising’s flexibility means it can fit almost any industry. The key is understanding your audience, their needs, and how to meet them where they are.
How to implement geo-advertising effectively
Geo-advertising works best when you have a clear plan. Simply placing ads isn’t enough; you need a comprehensive plan to guide your campaign. Here are a few tips to help with your strategy.
- Know your audience
Start by understanding who your customers are and what they do. Are they professionals commuting to work? Families running errands? Once you know their habits, you can tailor your ads to match their needs. For example:
— A coffee shop might target early-morning commuters.
— A toy store could focus on parents near schools or playgrounds. - Choose your locations wisely
Focus on locations where your ads will make the most impact — places near your business or in high-traffic zones.
Be mindful of areas with similar names (like “Main Street” in different cities) to avoid wasted impressions. Many geo-ad platforms allow you to exclude irrelevant areas, so use those settings to refine your targeting. - Define your campaign goals
What do you want from your ads? More foot traffic? Online purchases? Brand awareness?
Setting clear goals will guide how you design your campaign. For instance, if your goal is foot traffic, your ads should highlight nearby promotions and include clear directions to your location. - Start small with a trial campaign
Before you commit fully, run a small-scale test. Use this trial to gauge interest, see what works, and make improvements before expanding your reach. - Optimize your ads
Make sure your ads are mobile-friendly — most people will see them on their phones. To maximize engagement:- Include clear, high-quality images
- Write compelling calls to action like “Visit us today!”
- Keep your business details up to date, including hours, addresses, and promotions.
- Track your results and adjust
After launching your campaign, monitor its performance. Metrics like click-through rates (CTRs), conversions, and impressions will show what’s working.
If something isn’t delivering results, tweak your approach, try different visuals, adjust your target areas, or change your messaging.
Geo-advertising is not a one-and-done effort. It improves with testing, analysis, and adaptation. With careful planning and regular updates, you’ll get the most out of your campaigns.
Yango geo-advertising solutions in the Middle East
The Middle East is a vibrant region with bustling cities, thriving tourism, and a digitally connected population. To succeed with geo-advertising here, you need platforms that seamlessly integrate into users’ daily lives — helping them navigate, explore, and discover what your business has to offer.
Yango Maps and Yango Ride-Hailing are built to do just that. They provide a variety of ad formats designed to help you engage users, highlight your business, and convert this visibility into ROI.
Here’s how each platform helps you reach your audience effectively:
- Yango Maps
Yango Maps is more than just a navigation tool; it’s a way for you to connect to potential customers around and outside your business’s physical locations.
With over 150,000 monthly active users and a high-income audience — 66% of whom fall into the high or premium income bracket — this platform gives you direct access to a tech-savvy demographic ready to engage with your business.
Ad formats on Yango Maps include: Roadside pins, Banners, Icons on the search menu, Interactive brand zones, and Branded cursors - Yango Ride-Hailing
Yango Ride-Hailing is one of the largest mobility platforms worldwide, with over 11 million monthly active users.
In Dubai alone, the app logs 700,000 monthly sessions and connects users to over 10,000 drivers.
Ad formats in Yango Ride-Hailing include: Main-screen offers, Promo banners, Shortcuts, Full-screen ads, and 3D objects on the map
Why advertise with Yango Maps and Ride-Hailing?
Yango’s platforms are designed to deliver practical, results-driven solutions for your geo-advertising needs in the Middle East. Here’s why we’re a great choice for your geo-advertising campaigns:
- Wide reach: 25-to-34-year-olds make up 53% of Yango Maps users. This means you’re connecting with a tech-savvy, high-income, and loyal audience ready to act on their decisions.
- Diverse ad formats: From branded pins and interactive zones to main-screen offers, there’s a format for every campaign goal. These options let you tailor your message to fit your audience without breaking the bank.
- Localized impact: Reach people planning routes, browsing nearby areas, or exploring map searches from other cities/countries.
Before you go
If you want to build stronger connections with your audience, Yango Maps and Ride-Hailing offer the tools you need to grow your presence and meet your customers where they are.
