Programmatic Ads: Right Message, Right Person, Right Time
In today’s fast-paced digital world, businesses must embrace programmatic display advertising and video to stay competitive. This cutting-edge technology enables precise, data-driven ad placements that ensure businesses reach their ideal audience at the perfect time.
What is Programmatic Display and Video Advertising?
Programmatic advertising automates the process of buying and placing digital ads using real-time bidding (RTB) and artificial intelligence. This eliminates manual negotiations, allowing businesses to efficiently target potential customers based on behavioral insights, location, and demographics.
The true power of programmatic advertising lies in delivering the right message, to the right person, at the right time-maximizing engagement and conversion rates.
Benefits of Programmatic Advertising
- Precision Targeting - Uses data to ensure ads reach highly relevant audiences.
- Efficiency & Automation - Eliminates guesswork and streamlines the ad-buying process.
- Transparent Reporting - Provides real-time insights, including impressions, clicks, and ad placements.
- Cross-Platform Reach - Delivers ads across desktop, mobile, apps, and more.
- Retargeting Capabilities - Keeps your brand top-of-mind for users who previously engaged with your site.
Key Programmatic Advertising Tactics
Programmatic advertising employs a variety of strategies to optimize ad delivery and engagement:
- Geo-Fencing - Targets users within a defined geographic boundary.
- Geo-Targeting - Focuses on users in specific locations based on demographic data.
- Keyword Retargeting - Displays ads to users who have searched for specific terms.
- Site Retargeting - Engages users who have visited a website but did not convert.
- Lux-List Contextual Targeting - Place your ad on category-specific sites, like education-focused pages for your audience.
Why Geofencing is the Most Used Tactic
Among these tactics, geofencing has emerged as one of the most powerful and widely used strategies. It creates a virtual boundary around a specific location (such as a competitor’s store, an event, or a shopping district) and delivers ads to users who enter that space with their mobile devices. Since 80% of people keep their location services switched on, geofencing allows marketers to engage potential customers in real-time.
The Power of Geofencing & Audience Curation
Geofencing becomes even more effective when paired with audience curation. This approach refines targeting by considering users’ demographics, behaviors, and online activities, ensuring that ads reach those most likely to convert. For example, a retail business can target users who enter a competitor’s store and have previously searched for related products online-a winning combination for driving engagement and sales.
Programmatic Advertising in Action
Programmatic advertising enables businesses to:
- Retarget users based on past site visits, keyword searches, and content engagement.
- Track conversions with virtual boundaries, measuring foot traffic generated by ads.
- Optimize campaigns in real-time with detailed analytics and audience insights.
What This Means for You
By leveraging programmatic display advertising and video, businesses can maximize their digital marketing impact with precise targeting, automation, and measurable results. Among all tactics, geofencing and audience curation stand out as the most effective in engaging potential customers at the perfect moment.
The Smart Approach: Part 2 on Streaming TV & Programmatic Video Advertising
As video advertising evolves from traditional TV to Streaming TV and Programmatic Video, businesses gain more precise targeting and cost-efficient solutions. In Part 1, we explored what these formats are and how they enhance audience engagement. Now, in Part 2, we’ll focus on smart implementation—balancing platforms, prioritizing audience over channels, and ensuring brand safety.
Beyond their targeting advantages, Streaming TV and Programmatic Video are also more cost-effective than traditional TV. Instead of paying for broad demographics and time slots—often resulting in wasted impressions—advertisers can ensure their budgets go further by reaching the right people, at the right time, on the right devices. With lower CPM rates and superior targeting capabilities, these digital solutions maximize impact while keeping costs efficient.
Streaming TV Solutions
There are many different strategies within Streaming TV. At Local Fare Marketing Group, we work closely with our partners to find the right fit from these options, ensuring the best approach to enhance audience engagement based on your goals:
1. Premium Streaming
Platforms like Hulu, Sling TV, Paramount, and ESPN provide non-skippable ads in premium environments, using advanced targeting tactics like demographic and interest-based segmentation.
2. Curated Audiences
For businesses seeking hyper-precise targeting:
- Audience Curation: Deliver ads based on detailed audience profiles.
- Site Retargeting: Engage users after they visit your website.
- Addressable Geofencing: Use property data for household-level targeting.
- Event Retargeting: Capture event attendees and keep them engaged for up to 30 days.
3. Super Premium Blend + Netflix
Includes Netflix and other major platforms. Uses geo-targeting (state, DMA, or zip code clusters) for premium audience access.
Brand Safety Matters
One overlooked aspect of video advertising is brand safety—ensuring your ads appear in the right environment. Big corporate agencies often prioritize ad volume, meaning your business could end up on low-quality or even inappropriate content.
By working with a local marketing group, you gain more control over where your ads are displayed. Giving you peace of mind while maximizing your ROI.
Final Thoughts: The Smartest Move for Your Business
The future of video advertising is clear: Streaming TV and Programmatic Video are the most effective, cost-efficient ways to reach your audience. But success requires more than just placing ads—it’s about strategy, targeting, and brand protection.
By prioritizing your audience over platforms, balancing screen usage, and leveraging the right targeting tactics, your business can achieve better engagement, stronger brand awareness, and higher ROI—without overspending.
If you’re ready to make your video advertising work smarter (not harder), Local Fare Marketing Group is here to help. With endless video options available, it can be overwhelming to determine the best approach. That’s why partnering with experts who understand the landscape is key—let’s work together to build a campaign that reaches your ideal customers.
The Future of Video Advertising: Streaming TV and Programmatic Video
Video is unmatched in its ability to combine sight and sound, creating immersive experiences that captivate and leave lasting impressions. As the advertising world shifts from Linear TV (Traditional Broadcast and Cable TV) to Streaming TV and Programmatic Video, businesses are faced with new challenges and opportunities. In this first installment of our two-part blog series, we’ll examine the evolution of video advertising, the differences between these modern formats, and how they can help businesses succeed in today’s landscape.
From Past to Present
Broadcast and cable TV once dominated advertising, offering broad reach at the expense of precision and waste. Ads were tied to channels, not viewers, often missing potential customers—like a busy mom watching sports instead of the ‘home renovation’ channel where cleaning service ads aired.
Today, consumer behavior has shifted toward on-demand content. By 2026, US adults are expected to spend 20% of their daily media time with Streaming TV via apps, platforms, and services. Yet only 8.1% of ad budgets will go to Connected TV (CTV) advertising, highlighting a lag in advertiser adaptation.
This shift reflects more than convenience; it’s about efficiency. Streaming TV and Programmatic video provide targeted, cost-effective options that Linear TV could never match. With 75% of Americans planning to cut the cord by 2025, the time to embrace these new formats is now.
What’s Driving the Shift?
Cost and choice are key drivers. Viewers are moving away from expensive cable bundles in favor of streaming platforms like Disney+, FOX, and Sling, which offer tailored content. For advertisers, this transition means engaging audiences who are actively choosing their content, making them more receptive to ads.
Streaming TV vs. Programmatic Video
While often grouped together, Streaming TV and Programmatic video have distinct roles:
- Streaming TV: Found on platforms like Roku, Hulu, and Amazon Fire TV, Streaming TV ads are non-skippable and reach highly engaged viewers. It’s ideal for brand-building campaigns aimed at household decision-makers.
- Programmatic Video: These ads run across digital platforms like YouTube and news apps, offering granular targeting based on browsing behavior, location, and device use.
Both formats minimize wasted impressions, ensuring every dollar of your ad budget works harder.
Why You Need Both
Choosing only one format can limit your reach. Consider this example:
- Dad watches sports on the living room TV.
- Mom browses recipes on her iPad in the kitchen.
- The teen daughter streams her favorite show on her smartphone.
By using both Streaming TV and Programmatic video, your message reaches every household member on their preferred device, maximizing impact.
Avoiding Common Pitfalls
As you explore these formats, keep these tips in mind:
- Understand Device Usage: People spend hours on multiple devices daily. Use Programmatic video for short, engaging content while Streaming TV ads deliver high-quality, longer-form storytelling.
- Focus on Storytelling: Streaming TV ads are non-skippable, so grab attention from the first frame.
- Target Smartly: Hyper-targeting is powerful but over-narrowing can shrink your audience. Find a balance between precision and reach.
- Adjust Your Budget: With Streaming TV ad spend expected to grow 63% by 2025 as traditional TV declines by 13%, businesses should reallocate resources accordingly.
Looking Ahead
Streaming TV is growing rapidly—22.4% year over year—and offers immense potential for businesses ready to adapt. In the second part of this series, we’ll explore solutions to common challenges, from ensuring brand safety to maximizing the unique benefits of each format.
The future of video advertising is here, and it’s an exciting time to make your move. For a personalized video advertising proposal tailored to your business, contact Local Fare today and start building your campaign.
Get the Newest Tool in Hyper-Local Marketing: The Luxe List
Digital marketing in the wrong hands is a bit like throwing ads against the wall to see what sticks. With Programmatic Display, Local Fare Marketing Group uses a variety of tactics to identify the ideal customer and serve ads with the right message, to the right person at the right time.
With the addition of the Luxe List tactic, customers can be specifically targeted with another hyper-local marketing tool. The Luxe List allows you to add additional contextual targeting by reaching people who are actively seeking out content related to your industry. The Luxe List is curated based on engagement with related ads and website content. The ads are then displayed on niche websites and blogs where customers actively search for related information.
Let’s say that you want to reach a set of customers to sell high-end outdoor furniture and BBQ equipment. The ideal customer might be affluent, married, new home buyers, whose house is worth more than $500,000. Recommended Tactics:
- Geo-Fencing– competitors, Big-box home & garden centers in affluent neighborhoods, golf-course
- Geo-Targeting– zip codes within the city limits
- Keyword Retargeting- including home & garden optimized audience
- Site Retargeting
- Audience Curation- targeting people in their homes based on demographics, interest, and buying behavior
- Luxe List, Contextual Targeting– home & garden, furniture, outdoors
By hyper-targeting consumers actively searching for your category information, the Luxe list puts your advertisement in front of the ideal customer. To learn more about how to add the Luxe List to your Programmatic Display, contact us today!
What's Your Plan?
You may be thinking, “it’s September, why should I start planning now rather than waiting for the new year?” Let Local Fare Marketing Group help you finish 2022 strong and get a jump on your 2023 marketing plan.
Did you know that 4th quarter spending has more than doubled over the last decade? With an audience primed to spend and 9 months' worth of data to mine, it’s the perfect time to create a targeted marketing push.
The 4th Quarter is a time to examine what’s been working throughout the year and retool your marketing plan accordingly. Are you sure you’re getting the most out of the customers generating the most revenue? Are your most popular products at the forefront? Is your advertising effective?
Let Local Fare Marketing Group’s expert team help you make the most of the 4th quarter!
At Local Fare Marketing Group, we believe a strong marketing strategy includes a healthy balance of social, digital, and traditional media.
Traditional Media: Local Fare Magazine reaches 70,000 homes a month, covering the most coveted markets in Chattanooga. The magazine uses a mix of advertorials, local interest articles, and professionally designed advertisements, setting itself apart from “junk” coupon mailers.
The magazine is mailed with the Wrap, an oversized cover with specialized themes and listings in an eye-grabbing layout. Through the end of the year, the Wrap will feature the theme “Where locals Eat, Shop and Play,” changing in January to “Where Health Matters.”
Along with the Wrap, Local Fare Magazine also includes postcards for businesses looking for a more individualized marketing approach. Clients are able to select specific neighborhoods to target, allowing them to focus on the most desirable customers, making our postcards an easy and affordable direct-mail option. To do it on your own, postcard postage is currently $0.44 per postcard, not including the cost to print. Our program includes design and ranges from $0.27 - $0.32 total!
Digital & Social Media: Local Fare Marketing Group has everything you need to create an effective digital campaign, including Google ads, programmatic display ads, social media marketing, website development, professional photography, and graphic design. We specialize in creating beautiful, eye-catching ads and putting them in front of the ideal customer.
Our marketing team uses a combination of geo-fencing, keyword retargeting, ad design, and more to create an ideal programmatic ad campaign. Through this combination of tactics, the client can see real-time results and adjust their campaign to maximize its reach.
If you are interested in getting a plan of action to finish the year strong for 2022 and to look into your future - schedule a consultation today!
Make an Impression with Programmatic Display
When it comes to creating a marketing plan, Local Fare takes a three pronged approach combining traditional media, social media, and digital media. But how do you determine how much of your digital marketing budget to spend on Programmatic Digital Display Ads? Well that depends on how much of an impact you want to make on the market.
Create a Digital Presence
Get your brand out there with an entry level rate of 50,000 impressions per month. For those new to the world of Programmatic Display, starting small is a great way to familiarize yourself with key tactics including Geofencing and Website Retargeting.
To create a digital presence we recommend:
- 30,000 impressions for Geofencing
- 18,500 impressions for Keyword Retargeting
- 1,500 impressions for Website Retargeting
Get Competitive
How much of the market share do you have? Get the competitive edge by putting your ads in more places and in front of more faces. A budget of 100,000-150,00 impressions per month opens up new tactics, including Event Targeting and Audience Curation. Audience curation allows you to create just the right audience based on interest, demographics and purchasing behaviors, showing ads 3 times a day across multiple devices.
To get competitive we recommend:
- 30,000 impressions for Geofencing
- 30,000 impressions for Keyword Retargeting
- 30,000 impressions for Audience Curation
- 5,000 impressions for Website Retargeting
- 5,000 impressions for Event Targeting
Dominate the Field
Leave the competition behind! Saturate the market with 150,00-300,000 impressions per month. This tactic allows you to Geofence multiple large events each month, as well locations with more foot traffic without eating up all your impressions. Expand Audience Curation to show ads up to 3 times a day per household. Consider this, the national clickthrough rate is .08%-0.12%, our clients typically range from 0.15%-0.28%. Based on 200,000 impressions you can expect to have 300-560 new sales opportunities per month. What could you do with that many new sales opportunities a month?
Is it time to Increase your Digital Budget?
In digital marketing repetition is key. Consider one of the oldest sales principles: “the rule of 7.” A consumer will need to see an advertisement a minimum of 7 times in an 18-month period before it will pierce a buyer’s consciousness and make an impact. Limiting your impressions will only bring limited results.
Let Local Fare help you make an impression with Programmatic Display today!
Copywriting: The 5 W's of Creating Engaging Content
Did you know that 55% of potential customers will only spend 15 seconds on your website. How do you make the most of a first impression? Our copywriter Lexi Engesath will walk you through the 5 W’s of creating engaging content to translate those 15 seconds into a customer.
Who are you?
“Create a narrative for your company. Who are you? What problems of mine are you going to solve?” Keep that message short and direct. Imagine explaining your organization to a good friend. Strike a balance between using the language of your industry and making content clear to any layperson who lands on your website. “Use a genial tone, share the most important details of your organization, establish your expertise and include a hook.”
What is the hook?
A hook is a call to action, it answers the question of what you want a potential customer to do next. “When posting content, engagement should be the priority. How is this going to draw people in? What are we asking them to do? Does this start a conversation?” Ask customers to subscribe, give a review, take a poll, answer a question. Another way to engage is to offer your expertise and advice tips that are unique to your business. Look at content as creating a conversation with customers, rather than shouting over the competition.
When to post?
While there is no perfect number for any company, regularly posting is important. “Creating social media posts once or twice a week, responding to reviews, promoting sales, highlighting products, and non-salesy posts for holidays or community happenings will show customers you are active, invested, and interesting.” As always, content is king. The more you post, the more content Google can comb, the higher you’ll move up in Google rankings.
Where is your content?
“The simple answer is, everywhere. Three places you don’t want to neglect are your website, your social media accounts, and anywhere reviews exist.” We already discussed the importance of responding to Google my Business Reviews but this is by no means the only site where customers are leaving reviews. Yelp, Facebook, Instagram, Tripadvisor, Better Business Bureau, and so many more. Respond to reviews, thank customers for their engagement, and be sure the tone of these responses are professional and kind. “Keep in mind keywords are pertinent for Search Engine Optimization (SEO). Posts should include relevant content, popular keywords, and links to prove credibility to Google.”
Why bother?
It can seem like an overwhelming task, but online engagement and SEO are how customers find you. “Google is combing everything you post to figure out who you are to guide potential customers to you. If you want to rise to the top of the ranks, content shows credibility to Google. It’s a delicate balance to add keywords to satisfy Google, without alienating your reader with boring content.”
How can we help?
Does this all seem overwhelming? Let our team walk you through how to hone your voice, create engaging content, revamp your website, amp up your content for SEO, and help you make those 15 seconds count!
Marketing to Your 3 Client Bases
Some business owners make the mistake of focusing their attention only on prospecting for new customers. While prospecting for new clients is important, it’s not the only way for your company to get business. In fact, some argue it might not even be the best way for you to get and maintain business.
Read on to learn about your three client bases and how to make them work for you:
1. Nurture Past Clients
Let’s start by taking the words “past client” out of your vocabulary! If you treat previous clients like they’re never coming back for your services, that’s exactly what will happen. But if you shift this thinking and begin nurturing those contacts as if they’re your current clients again? Revolutionary. Regardless of whether a past client will ever need your service or product again, the odds are very good they know someone else who will. If you did your job right and provided them with quality product/services, they can be an incredible referral source to give you business in the future. Some effective ways to market to this client base is to reach out with personalized touches through email campaigns, birthday/anniversary cards or client appreciation events.
2. Retain Current Clients
Your current client base can also be an invaluable source of business for you! Much like your past clients, satisfied current clients are a quality link to new people. And often the leads you receive through a referral from a past or current client are stronger than new leads because there’s already an established trust. So, what’s the best way to market to your current clients to encourage customer attention, loyalty and those amazing referrals? One way to do this is to maintain a solid social media presence where you interact with clients regularly! Social media is a great way to meet clients where they are and give them those personalized, low-pressure interactions you need to keep them engaged. Post consistent content that shows your business is an expert in your field, and hit the reply button on comments from clients — it’s that simple. Another great customer marketing tactic is to share customer success stories and quality reviews. Don’t be afraid to ask happy customers to share their stories. More than likely, they’ll be happy to share, and these stories are a powerhouse for your marketing strategy!
3. Acquire New Clients
There are several different options for marketing to client prospects, but here are a few that we’ve found to be the most effective:
Programmatic Display Ads - These targeted digital ads are displayed to a specific type of customer in a specific context or location. You can decide on your ideal client, and these ads will be delivered to them through apps and websites, such as when they’re checking the weather or scrolling through a news article.
Traditional Media Ads - Traditional media continues to be the giant of the marketing world — sending more potential clients to your website and digital/social presence than any other method! It’s essential for a business to have a direct mail presence to compete in today’s market and reach new customers.
Search Engine Optimization (SEO) - If a new client searches for your products or services on Google or another search engine, where are you showing up in the rankings? If you’re too low on the list, your business is likely to be missed. SEO improves online visibility to attract new customers to your website.
How are you marketing to your three client groups? Is there room for improvement? We hope this gives you some food for thought as you continue building and adjusting your marketing strategies for 2022!
Postcards, Simplified!
We’ve said it before, and we’ll say it again — traditional media is the dominating force in the marketing world. And one rock star of the traditional media world is postcards! Sending a postcard inside or alongside Local Fare Magazine is an incredible (and affordable!) way to reach your ideal client and create brand awareness.
Here’s how it works:
1. Choose your ideal mailing area
Decide which area you’d like to target most: Zone A, Zone B or both!
Zone A includes 35,000 households in:
- North Chattanooga
- Signal Mountain
- Lookout Mountain TN/GA
- Elder Mountain
- Black Creek
- St. Elmo
- Southside
- Hixson
- Soddy Daisy
- Missionary Ridge
Zone B includes 35,000 households in:
- Ooltewah
- Collegedale
- Harrison
- HWY 58
- McDonald
- Apison
- Council Fire
- Windstone Neighborhood in Georgia
- East Brainerd
2. Choose Postcard Size and Placement
We offer two postcard mailing options that are delivered with Local Fare Magazine and the wrap.
1. DAL Card — DAL stands for Detached Address Label postcard. This allows for the postcard to be mailed outside of the wrap. This full color glossy card stock option is the stand out choice.
Cost: 10,000 minimum mailing, 9'X6," $0.29 cents each
20,000 mailing, 9"X6," $0.25 cents each
2. Insert Postcard — This type of postcard mails inside Local Fare Magazine.
Cost: 10,000 minimum mailing, 9'X6," $0.23 cents each
20,000 mailing, 9"X6,” $0.18 cents each
With this co-op mailing opportunity with Local Fare, the postage and printing costs to send a postcard are significantly lower than what you would spend to send it yourself alone!
3. We Design and Mail
Work with our talented team of marketing professionals to create your dream postcard! You can have as little or as much involvement in the process as you want, but either way we’ll be there to help from concept to copywriting to design. Once it’s finished, we’ll mail for you — all you have to do is sit back and enjoy as brand awareness for your business grows!
The Marketing Triangle: Small Business Advertising That WORKS
When we talk to local businesses about their advertising strategies, more often than not we hear the same answer — Facebook boosted posts.
What many people don’t know is that with the new restrictions on Facebook and collecting user data, it is almost impossible for a small business owner to target their ideal customer through boosted posts. In addition, almost every business now is on Facebook, so that marketing strategy alone isn’t enough to make your business stand out from the crowd!
In order to be a real competitor in today’s market, your business needs to reach your ideal audience through more than one medium. And if you want to not only be competitive but to dominate the competition, we recommend utilizing our three-pronged approach through The Marketing Triangle.
1. Social Media
Using carefully curated demographic data and working through the backend of Facebook/Instagram to serve social media ads (not ineffective boosted posts!) that pinpointed your target customer
2. Traditional Media
Creating and presenting your print ads in Local Fare Magazine to our deeply loyal direct mail audience of 70,000+ homes to create an awareness for your brand that can only come from this traditional source.
Did you know one of the best drivers for social media search is traditional media? Traditional media is the dominating force in the marketing world — sending more potential clients to your website and digital/social presence than any other method!
3. Digital Media
Leaving your digital footprint through targeted programmatic ads that are sent to a specific type of customer in a specific context or location. This type of marketing leverages the power of the right message, to the right person, at the right time.
Is your marketing plan ready for 2022? We can help!
Help Your Business Finish Strong In 2021
We all know how it happens. Spring so quickly turns into summer and then summer into fall — then pretty soon it’s Christmas, and you’re wondering where the year went!
The work you’re doing NOW is going to determine whether or not your business meets your end of year goals or even exceeds them. This is the perfect time to partner with our caring team of experts here at Local Fare to freshen up your marketing strategy with programmatic display.
We have a proven track record of success, and we would love to help you get started!
So, what is programmatic display?
Programmatic marketing is automated bidding on advertising inventory to display a targeted ad to a specific type of customer in a specific context or location. This type of marketing leverages the power of the right message, to the right person, at the right time.
How does it work?
Programmatic marketing retargets likely buyers who have visited your website, searched relevant keywords, read certain articles or content, or went to a specific location.
Our programmatic marketing here at Local Fare uses specific customized tactics to make sure we’re targeting your ideal customer every. single. time.
What are the unique tactics used in programmatic advertising?
Geo-Fencing – Precisely retarget customers at a specific location. This can include businesses near yours, businesses with a similar clientele as yours or even your competition!
Geo-Targeting – Retarget them based on location and demographic data. We have access to data that can help us specifically target your ideal client.
Keyword Retargeting – Retarget them based on keywords they searched. We can create a list of keywords that are relevant to your business, track when people are searching those and retarget them to your website.
Site Retargeting – Retarget them once they have visited your website. Once a potential client has clicked through to your website, we can use their device ID and show your ads to them to remind them to go back to your website and finish their purchase, set their appointment, etc.!
Event Targeting – Geo-Fence at a specific location and time of event. If there is an event where your ideal customer will be, we can draw a circle around that event and show your ads directly to those potential customers there.
Conversion Zone – Track those who saw your ad and walked through your door. We can actually track who saw your ads and where, and also if they came to your location!
Audience Curation - Curate the perfect audience for your campaigns. We can send your ads to users and devices at the household level and push those ads three times a day to make sure your ideal client receives your messaging.
Why is it better than other digital advertising methods?
Unlike the small business owner’s average boosted Facebook post, the technological capabilities behind programmatic marketing are unmatched.
We can target your ideal consumer by showing them your ads on various apps and websites depending on their interests. For example, we can serve ads while they are checking the weather, keeping up with the latest news or reading about their favorite teams.
Not only that, but as your full-service marketing team, Local Fare can help create a series of eye-catching ads for you that are built and optimized specifically for each platform (web, phone, iPad, etc.).
