The first two weeks of the campaign focused on driving reach among the target audience and traffic to the website, in an effort to build retargeting pools. The Exchange Lab also leveraged 1st party data, building custom audience segments based on sales data provided by events from previous years. As campaigns in each market progressed, spend was shifted to retargeting.
On average, campaigns in each market were four weeks in length. Investment across each market was managed strategically knowing that ticket sales increase significantly as event dates approach so it was key to ensure spend increased in the back half of each campaign.
Five DSPs were engaged throughout the campaign and successful tactics included site retargeting, as well as weather sync.