The rise of hyperlocal marketing has become a game-changer for businesses seeking to connect with customers near them. One of the most powerful tools in the hyperlocal arsenal is local programmatic advertising. But what is it? And where do people see your ads? Let’s dive into the strategies and tactics involved.
What’s Local Programmatic Advertising?
Programmatic media providers are automated, real-time bidding systems that allow businesses to buy digital ad space across various platforms. These ads are highly targeted, using data to reach specific audiences based on factors like demographics, location, interests, and online behavior. Based on your pre-selected criteria, programmatic ads are bid-upon using AI and machine learning. This allows your ads to be displayed on any give platform just milliseconds before a user loads a webpage.
Where Do People See Local Programmatic Advertising?
Local programmatic media ads are seen across a variety of digital platforms and channels. Here are some common places where these ads might appear:
Websites, News & Weather Sites
Social Media Platforms
Mobile Apps
Streaming Services
Search Engines
Digital Out-of-Home (DOOH)
E-commerce Sites
These ads are delivered to users based on their geographic location and other demographic or behavioral data, allowing businesses to reach a local audience effectively.
Hyperlocal Strategies For Programmatic Media Ads
For local businesses, the power of programmatic media lies in its ability to deliver highly relevant ads to people in a specific geographic area. Here’s how to develop a hyperlocal strategy using programmatic media:
Geotargeting
Geotargeting is the backbone of local programmatic advertising. By leveraging GPS data, businesses are able to target users within a specific radius of their location. For example, a coffee shop that sets its ads to appear only to users within a 2-mile radius ensures the ad spend is focused on potential customers who are likely to visit in person.
Audience Segmentation
Programmatic media platforms offer granular audience segmentation, allowing businesses to tailor ads based on local demographics, interests, and behaviors. A local fitness studio might target health-conscious individuals who have recently searched for workout routines or healthy recipes online.
Contextual Targeting
Contextual targeting places ads based on the content a user is currently viewing. For example, a local restaurant could serve ads on food blogs or recipe sites frequented by users in their area. This approach ensures the ad message is relevant and timely, increasing the likelihood of engagement.
Dynamic Creative Optimization (DCO)
DCO allows for real-time customization of ad creatives based on the user’s location, behavior, or even weather conditions. A local clothing store could use DCO to display different ads for rain gear or summer wear depending on the weather in the user’s area, making the ad more relevant and engaging.
Mobile Targeting
Given the rise of mobile usage, especially for location-based searches, mobile targeting is a critical component of hyperlocal programmatic strategies. Local businesses are able to reach users on their smartphones with ads that direct them to nearby locations or offer special deals that are only available in-store.
Dayparting
Dayparting involves scheduling ads to appear at specific times of the day when the target audience is most likely to engage. A local lunch spot might be best to focus its ad spend during late mornings to capture users searching for “lunch near me open now”.
How To Maximize Effectiveness
To ensure your local programmatic media costs are as effective as possible, consider the following tactics:
Leverage First-Party Data
Use your own customer data to create highly targeted audience segments. For example, if you have a loyalty program, target members with ads for upcoming sales or events.
Use Lookalike Audiences
Programmatic platforms allow you to create lookalike audiences based on your existing customers. This is a powerful way to reach new potential customers who share similar characteristics with your best customers.
Monitor and Optimize
Programmatic advertising provides real-time data and analytics. Regularly monitor ad performance and optimize campaigns based on metrics like click-through rates (CTR), conversion rates, and cost-per-acquisition (CPA). Adjust targeting, creative, and bids to continually improve performance.
Test Creative Variations
Continuously test different ad creatives to see which resonates most with your audience. A/B testing different headlines, images, and calls-to-action (CTAs) can lead to significant improvements in ad performance.
Focus on Local Intent Keywords
In addition to using programmatic platforms, ensure your ads align with local intent keywords. For example, include phrases like “near me,” or “in [city name]” in your ad copy to capture local search intent.
Want To Promote Your Brand?
For local businesses, the integration of hyperlocal strategies in programmatic media ads offers an unparalleled opportunity to reach the right audience at the right time with the right message. By focusing on geotargeting, audience segmentation, contextual targeting, and other hyperlocal tactics, businesses can maximize their ad spend and drive meaningful engagement with their local customer base.
At Purdie Digital, we specialize in helping local businesses harness the power of local programmatic advertising. Whether you’re looking to attract foot traffic to your store or build brand awareness in your community, our tailored strategies are designed to meet your unique needs. Contact us today to learn more about how we can help you grow your business through hyperlocal marketing.