AdTurf

AdTurf: Hyperlocal Digital Turf Wars

AdTurf is a responsive web application that divides the physical world into a consistent grid of virtual geographic zones using Uber’s H3 hexagonal indexing system.

At Resolution 10, each hexagonal zone has edges measuring roughly 66 metres.

• The concept: Each zone acts as a temporary virtual billboard. To claim an available zone, an advertiser must be physically present at the location, verified using browser GPS.

• The £1 promise: Any available zone can be claimed for a base price of £1 for a seven-day term.

• The takeover mechanic: Another advertiser can instantly take over an active zone by paying double its current price:

  £1 → £2 → £4 → £8

  A takeover immediately ends the previous advert and begins a fresh seven-day term for the new owner.

• Natural reset: If a claim expires without being taken over, the zone’s price resets to the £1 base rate.

By combining hyperlocal advertising with competitive gamification, including local Most Contested Turf leaderboards, AdTurf tests whether advertisers will pay to acquire, defend and share digital territory.