Digital
Programmatic display and geo-fencing
Your ad on the apps and sites your likely customers already use, aimed by where they go and what they do online.
TL;DR
Programmatic display buys ad space automatically, so your ad reaches a chosen kind of customer in a chosen place or moment. We run seven tactics, among them geo-fencing, keyword and site retargeting, event targeting and the conversion zone, which counts the people who saw the ad and then walked into your business. Changes are unlimited and made within 48 hours, the campaign is optimized around the clock, and you get an online reporting link and a monthly review.
What is programmatic display?
Programmatic display is automated bidding on advertising space, so your ad is shown to a specific type of customer in a specific context or place. Instead of buying one website’s banner, the campaign follows the person: it uses what people do online and where they go to find likely buyers, and then shows your ad while they check the weather, read the news or look up a score.
It pairs well with the magazine. A household that saw your ad in print on the first of the month can see your banner on its phone the following week, which is how print and digital end up working as one campaign rather than two.
Seven tactics
Which targeting tactics can a campaign use?
We pick the mix that fits your business and change it as the numbers come in.
- Geo-fencingRetargets the people who were at a specific place, precisely.
- Geo-targetingReaches people by their location and demographic data.
- Keyword retargetingPeople who have searched the words that mean they are shopping for what you sell.
- Site retargetingPeople who visited your website and left without calling.
- Event targetingA fence set for the place and the hours of an event, like a home show or a festival.
- Conversion zoneTracks the people who saw your ad and then walked through your door.
- Ad designThe ads themselves, made in house for awareness, acquisition and engagement.
How is a programmatic campaign managed?
Campaigns are optimized 24 hours a day, and you get an online reporting link to watch them yourself. Once a month we sit down with you to review the strategy. You can change the tactics as often as you like; changes are unlimited and we make them within 48 hours. Ending a campaign takes 45 days’ notice.
Danielle Threlkeld runs the launch, maintenance and delivery of these campaigns and tracks the data that tells us what to change. Packages come in three levels of impressions: available, competitive and dominant, depending on how much of your market you want to own.
Often paired with this
- Social Media AdvertisingReach, traffic, lead and retargeting campaigns on social, aimed by location, demographics and interests.
- Google AdsSearch campaigns set up with tracking and a lead funnel, then managed daily and reported monthly.
- Direct Mail PublicationLocal Fare Magazine, in 65,000 Chattanooga mailboxes the first week of every month, with your ad, our copy and our photography.
Answers
Programmatic display: questions we hear
What is programmatic display advertising?
Automated bidding on ad space, so your ad is shown to a specific type of customer in a specific place or context. It uses what people do online and where they go to find likely buyers, then shows them your ad on the apps and sites they already use.
What is geo-fencing?
Geo-fencing retargets people who were at a specific location, by setting a boundary around that place. Event targeting is the same idea set for the place and the time of an event, so the people who attended see your ad afterward.
Can I see who saw the ad and came in?
Yes. The conversion zone tactic tracks the people who saw your ad and then walked through your door. You get a detailed online reporting link and a monthly review of how the campaign is doing.
Can I change a programmatic campaign once it is running?
Yes, as often as you like. Changes to the tactics are unlimited and are made within 48 hours. Ending a campaign takes 45 days’ notice.
Where are programmatic ads shown?
On apps and websites across the web, for instance while someone checks the weather, reads the news or follows their team. Placement follows the person you are targeting, not one particular site.
Let’s connect
Tell us what you want to reach
Call 423-622-3371, email joann@localfare.com, or send the form.