LACMA Uses Online Behavioral Targeting to Drive Ticket Sales for New Art Exhibition in LA

We were served a “substantial number” of online display ads promoting the new LACMA exhibition “Expressionism in Germany and France: From Van Gogh to Kandinsky” in Los Angeles, during the exhibition’s opening week.

These ads were the result of behavioral targeting, which uses anonymous data collected from web browsing via cookies to display online ads to the best possible audiences.

Why did LACMA target us with so many ads?  Well, consider some of our recent online activities…

– We visited the LACMA web site.

– We clicked on one of LACMA’s ads.

– We have visited other museum and art web sites.

– We have searched online for art exhibitions.

– We have purchased tickets online to art related events.

As we were not involved in this campaign, we of course don’t know the exact data set LACMA used.  However, we integrate data sets such as the above with the online ads for our clients’ exhibitions. If we had strong signals such as the above, we would definitely put this person (actually cookie) in a high-value target segment, and be generous in our impression and dollar allocation.

Based on our experience buying tens of millions of online ad impressions for exhibitions and events, we know firsthand that online behavioral targeting can materially enhance KPIs.  Are you marrying data with your online ads?

ENCORE CLIENTS: Want to hear more about the LACMA campaign including number of ads served to us per day, ad formats, creative, call-to-action and landing page?  Contact us and we will share with you all the specs that we tracked and some “unique insights” into their online behavioral targeting.

Posted on July 2, 2014