A new year brings the buzz of championship games, entertainment award shows, music festival lineup releases, and exciting event announcements. With the addition of the Winter Olympics and World Cup, 2018 is set to be a major year for live events.
With a significant investment within a very small window of opportunity, it is crucial marketers make the most of capturing audience attention and make a lasting impact.
However, only 35% of marketers consistently measure the impact or effectiveness of their sponsorship activities. 1
Brand marketers who choose to measure the effect of their sponsorship dollars tend to primarily focus on reach and awareness
tactics.2
To help your brand achieve the greatest ROI from live event initiatives, Exponential developed a playbook of winning strategies for brand marketers across all verticals to drive measurable results during pre-game, gameday, and post-game.
Travel marketers are required to plan successful campaigns across a landscape in which the traveler no longer follows the traditional beaten tracks. The only certainty we have left is that almost every journey starts with a click.
Our taxonomy of 50,000 topics offers an in-depth, holistic view of user interests and intentions. We set our AERO optimization engine against travel to Las Vegas, to see how it would identify different types of travelers. From the earliest starting point to last-minute activities, these are some of the most predictive behaviors it found. They showcase the motivations and affinities of consumers traveling to Las Vegas.
Below, interest patterns are noted by lift scores and are represented by numbers such as 3x,
21x, etc. The lift scores show a specific population’s greater propensity towards an interest topic, when compared against the general population.
Leading up to events, athletes are perfecting their skills, artists are finalizing their set lists, and celebrities are drafting their acceptance speeches on tiny pieces of paper. Although it may seem like the pre-game is just the warm-up, brand marketers have the opportunity to make major impact. In our connected world, anticipation is everything for audiences; content teasers excite and impact an audience nearly as much as the final product.
Take the Big Game for an example. When looking at search term data for “Super Bowl Commercials 2018”, you’ll see spikes in interest leading up to game day and then an abrupt decline.
Two weeks before game day, we see significant activity from consumers as sponsors introduce and tease out content. Search data peaks on the day after the Big Game when media coverage is at its height and quickly declines thereafter.
Users’ anticipation for sponsorship content was even GREATER than the afterglow. Surprised?
Gamblers
15%
Proportion
General Attributes
Retirees
Southern California
Gambling
Entertainment Enthusiasts
40%
Proportion
General Attributes
Shopping Video Watchers
Luxury Shoppers
Foreign Visitors
Life Celebrators
10%
Proportion
General Attributes
Honeymoon Planners
Retirement Planners
Businesspeople
10%
Proportion
General Attributes
Professionals in the following
industries:
– B2B
– Retail
– Auto
Be on the lookout for specific recommendations of when travel advertisers should target highly engaged personas with our innovative video ad formats!
Entertainment
Enthusiasts
1.26x
Air Travel
5.54x
Package deal
15%
Hotels
Entertainment
Enthusiasts are more likely to be researching...
1.26x
Air Travel
5.54x
Package deal
15%
Hotels
Entertainment Enthusiasts have decided to make the trip and are shopping for competitive package deals.
AIRLINES TARGET ENTERTAINMENT ENTHUSIASTS!
Entertainment
Enthusiasts
are more likely
to be researching...
12.99x
Event Ticket
84.11x
Cirque Du Soleil
17.55x
Concerts and Live Entertainers
Businesspeople
are more likely
to be researching...
2.79x
Advanced Hotel Booking
Entertainment Enthusiasts like to plan their activities ahead.
TRAVEL ASSOCIATIONS TARGET ENTERTAINMENT ENTHUSIASTS!
Life Celebrators are more likely to be researching...
4.32x
Engagement
3.81x
Retirement
1.54x
Graduation
1.14x
Birthdays
2.42x
Weddings
Entertainment
Enthusiasts are more likely to be researching...
10.48x
Restaurant guides
Whether they are a gift recipient or gifter, Life Celebrators are likely to monitor their personal finances and require advice.
PERSONAL FINANCE INSTITUTIONS
TARGET LIFE CELEBRATORS!
Businesspeople
1.67x
Advanced Hotel Booking
Entertainment
Enthusiasts are
more likely to be researching...
57.93x
Comedy Shows
366.93x
"Las Vegas" Shows
Life Celebrators are
more likely to be researching...
15.02x
Exotic Rental Cars
28.01x
Wedding Catering
13.26x
Wedding Flowers
8.98x
Wedding Dresses
At this stage, Businesspeople are in the market for a place to stay during a conference or client meetings.
HOTELS TARGET BUSINESSPEOPLE!
Gamblers are more likely to be researching...
2.84x
Maps
1.69x
Hotels
Entertainment
Enthusiasts are
more likely to be researching...
7.82x
Retail Locations
20.51x
Luxury Brands
1.23x
Family Activities
Life Celebrators are
more likely to be researching...
20.59x
Wedding Hairstyles
9.59x
Wedding Photography
Businesspeople are
more likely to be researching...
27.31x
Golf Courses
1.08x
Major League Sports
At this stage, Entertainment Enthusiasts are planning to score the best deals during their shopping trips.
RETAILERS TARGET ENTERTAINMENT ENTHUSIASTS!
Entertainment
Enthusiasts
are more likely to be researching...
1.13x
Manicures
1.08x
WhatsApp
1.27x
Spa
1.41x
Consumer Electronics
1.19x
Jewelry
1.09x
Cosmetics
1.19x
Sunscreen
Gamblers are more likely to be researching...
2.22x
Personal Finance
2.96x
Shows
21.93x
Horse Racing
Businesspeople are more likely to be researching...
12.44x
Restaurant Reservations
18.72x
Golf Gear
Life Celebrators
are more likely to be researching...
1.24x
Cocktails
1.21x
Local Guides
2.81x
Bars
1.08x
Social Media
0.48x
Dating
1.12x
Video Sharing
1.07x
Snapchat
Entertainment Enthusiasts have decided to make the trip and are shopping for competitive package deals.
COSMETIC BRANDS AND RETAILERS TARGET ENTERTAINMENT ENTHUSIASTS!
Coaches and players, performers and their audiences, sponsors and consumers. They all need each other to win.
Why should sponsorship efforts stop at branding metrics when you can physically drive users to purchase? A partnership with Exponential will ensure that the impact of your event sponsorship doesn’t fade with time but delivers lasting ROI with your customers and brand ambassadors.
Please contact sales@exponential.com for more information about how to engage in a partnership with Exponential.
Exponential analyzed 335,600 users globally with an interest in travel to Las Vegas during the first half of 2017. *Interest patterns are noted by lift scores and are represented by numbers such as 3x, 21x, etc. The lift scores show a specific population’s greater propensity towards an interest topic, when compared against the general population.
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