Geotargeting in the publishing industry

In an era where precise personalization is key to capturing and retaining audience attention,  push notifications have emerged as a useful tool for publishers to engage their audience. Adding geolocation targeting takes their capabilities to the next level. By leveraging geolocation data, publishers can deliver hyper-localized content directly to their readers’ devices, enhancing the user experience and driving higher engagement rates.

Goals

• Boost content relevance by providing readers with location-specific news and updates to increase engagement.
• Strengthen local journalism by focusing on stories that matter to specific communities, helping to retain subscribers who value localized content.
• Enhance the publisher's role as a trusted information source by providing timely and critical information during local emergencies, such as natural disasters or public safety alerts.

Geolocation targeting with push notifications

From the moment a reader subscribes to your notifications, the push platform can track their behavior on the site and estimate their location based on their IP address. To gather more precise location information, we recommend asking the subscriber for permission to access their location data. 

In the PushPushGo app, you can:

• select the location data you want to collect, such as country, region, or city.
• define a custom area by manually setting its territorial range on the map and giving it a name. This feature is useful if you want to gather information about users living, for example, in specific parts of a city.

If the subscriber agrees to share their location, the data is updated regularly.

Learn more about configuring geolocation data collection.

How can digital publishers use geolocation targeting in push notifications?

You can send updates about local news.

Take a look at the campaign by Žurnal24.si, which targeted subscribers in Upper Carniola (Gorenjska), a region in northern Slovenia, to inform them about a fire occurring in the area.

CTR of this campaign was 22,45%.

Learn more about the push communication strategy of Žurnal24.si in our case study.

Geolocation can also be used in push automation. For example, you can send automatic notifications with weather forecasts based on users' locations. Creating dedicated weather messages for each city in a country can be time-consuming. However, with proper integration with the push notification platform, this process can be fully automated. Additional configuration is required, so contact our support team for more details at support@pushpushgo.com.