INTRODUCTION

While getting an unpaid feature on a local morning show, a story in the newspaper or a mention from a respected food reporter can provide important exposure for your restaurant, earned media isn’t always predictable.

Shrinking newsrooms and lack of beat writers are among several reasons why garnering media coverage is harder and harder these days. This is where paid media opportunities can make sense.

Here are some situations when restaurants should consider paying for media.

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INTRODUCTION

Connected TV (CTV) advertising places video ads on internet-connected televisions through streaming services like Hulu, Peacock, Paramount+ and YouTube. Unlike traditional cable or broadcast advertising, CTV ads can be purchased programmatically, allowing advertisers to reach specific audiences rather than relying primarily on a program’s general viewership.

For restaurants, CTV advertising offers a valuable opportunity to reach young professionals through targeting based on location, demographics, interests, and, depending on the platform, past behaviors.

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INTRODUCTION

Geofencing is a location-based advertising technology that creates a virtual boundary around physical areas and prompts an action when a device enters, leaves or travels through the specified area. Many platforms on the market offer geofencing services. Typically, they operate on a pay-per-click or cost-per-mille pricing model, much like Google or Meta ads.

Geofencing is a particularly functional form of advertising for restaurants for a few reasons. First, restaurants have an extremely local customer base. Second, dining decisions can be highly situational, such as leaving work, staying at a hotel, attending an event, shopping or visiting an entertainment venue.  Geofencing lets restaurants build campaigns around those situations.

Location can also signal potential intent or interest. Someone visiting a competing restaurant, entertainment district or nearby attraction may be part of a particularly relevant audience for a restaurant.

Geofencing can help reduce wasted ad spend, too. Rather than advertising across an entire metro area, restaurants can concentrate spending on geographic areas where their desired customers are likely to be.

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