Event Targeting with Digital Advertising

By September 24, 2019Advertising, Marketing

Whenever people gather in one place—whether for entertainment, education or business—there is an opportunity for digital advertising. Since everyone is in the same physical location, you can set the geographic parameters of your ads to a T. And because they’re all attending for the same reason, you have a general idea of their interests to guide your messaging. Here are a few ways to turn these advantages into creative event targeting.

Trade Shows

Promote your sponsorship or participation in a trade show with your booth number featured prominently in the ad design. Then, direct people who click on the ad to a specific landing page written around the event and what you will be offering at your booth. Remember to include a contact form for them to schedule a time to meet with you.

Continuing Education

Many professional services—such as accounting and law—require continuing education (CE) credits in order to maintain a valid license. If you partner or do business with these types of professionals, take an interest in the seminars and conferences they attend for CE credits. For example, if you’re an insurance broker or mortgage lender, a real estate CE class would be a great place to advertise with a message tailored to your value proposition(s) for real estate professionals.

Sporting Events

Arenas and stadiums hold tens of thousands of fans, and the best part for a digital advertiser is that people tend to spend a lot of time on their phones during timeouts or stoppages of play. Some even go just to be a part of the crowd, seemingly ignoring the game to browse and text away.

With digital ads, you don’t have to be a big-league, big-name sponsor to be seen. Again, the point is to get in front of the right people with the right message. An auto race, for instance, would be an ideal advertising opportunity for manufacturing careers, tools, auto part stores, etc.

Concerts

The type of music someone listens to can say a lot about them, from age group to lifestyle. In addition to using these inferences for targeting and messaging, you can also piggyback onto a concert for the sheer number of people attending, just as you would for a sporting event. A high-profile act playing at an arena or stadium near you brings a lot of eyeballs to your backyard.

Movie Theaters

Moviegoers almost always have some downtime before showtime. And while they’re waiting for the show to start, they’re usually browsing on their phones. Picture your ad showing up in the palms of their hands right at that moment when they’re scrolling aimlessly and looking for something interesting to click.

At this point, you’re probably wondering how we’re able to do the things we’re saying. The answer is a combination of technical expertise, strategy and creative chops. We pair geofencing—essentially building a virtual fence around a given location and serving ads to anyone who steps inside—with our advertising, copywriting, graphic design, and other branding services to truly reach your target audience. Contact us today to get started.