Programmatic Display
The connective tissue. Same audience as the bar TV flight, different moment — when the phone is in their hand instead of the screen above the bar.
Highfloor's programmatic display layer runs alongside bar TV flights — same audience, different moment. Standard IAB display, native, video, and CTV layered against geo-fenced and vertical-targeted parameters across cannabis, legal, hospitality, and other regulated and conversion-window verticals. The strongest performance comes from the stack, not from programmatic alone.
Programmatic on its own is a commodity. Every agency runs it. CPMs are climbing, attribution is murkier each quarter, and the channel is getting harder to make work as a standalone play.
Programmatic stacked on top of a live bar TV flight is a different equation. The same person who looked up at the spot above the bar last night is on their phone at lunch the next day, and the programmatic creative is right there. Two channels, one audience, the bar TV flight doing the heavy lifting on memory and the programmatic flight doing the conversion work.
We run programmatic across the major exchanges with audience targeting built around the verticals we serve. For cannabis, geo-fenced placements around dispensaries and the venues that index for cannabis consumers. For legal, dayparted reach during the windows the firm's case mix actually develops. For events, retargeting against the bar TV exposure list during the lead-up to the date.
Formats: standard IAB display, native, video, and connected TV where the brief calls for it. We handle creative guidance, trafficking, and weekly performance reporting against the metric that matters to the brand — visits, calls, installs, ticket velocity, distribution lift.
Why we run it stacked
Bar TV builds memory. Programmatic harvests it. The brand the consumer recognized above the bar is the brand the consumer clicks on the next morning. The two channels reinforce each other in a way that neither does alone — and the attribution shows it.
The programmatic-only campaigns we've audited on the way in tend to underperform because they're trying to do both jobs at once. The bar TV layer takes the recognition work off the table, and the programmatic flight gets to do what it's actually good at.
Indexed average conversion-event lift across recent flights, normalized so programmatic-only = 100. Bar TV alone earns a strong recognition halo; stacked with programmatic, the harvest layer compounds the memory layer for outsized lift on the same media dollar.
See how the layered flight runs.
Read the methodologyFrequently asked questions
What programmatic formats do you run?
Standard IAB display, native, online video, and connected TV (CTV) where the brief calls for it. We can also run digital out-of-home (DOOH) inventory through programmatic exchanges layered on top of our owned bar TV network for verticals like cannabis where supply is fragmented.
Is programmatic worth running standalone?
Programmatic on its own is a commodity and underperforms unless paired with a stronger primary channel. Highfloor's programmatic offering is built to layer on top of bar TV — same audience, different moment — and gets meaningfully better attributed performance in that stacked configuration.
How is programmatic targeted for cannabis?
Geo-fenced placements around dispensaries and venues that index for cannabis consumers, with audience targeting built around behavioral signals that don't violate platform rules. We avoid the major walled-garden platforms (Meta, Google search) where cannabis is restricted, and run through cannabis-friendly exchanges and CTV inventory.
Can I retarget bar TV viewers programmatically?
Indirectly, yes. We use the venue list as a geo-fence parameter for the programmatic layer, so the same physical audience that's been exposed to the bar TV flight gets retargeted on their phones during the day. Direct device-level retargeting from bar TV exposure to mobile isn't possible (no device ID linkage).