The changing privacy landscape and phase-out of third-party cookies means big changes to digital advertising, including retargeting, a tactic widely used by exhibitions and events.  Third-party cookies are so pervasive in digital advertising that you may not even realize how much you are currently benefiting from them in terms of ad targeting, tracking and measurement.  While other browsers are already blocking third party cookies, once … Read the...

If you want to reach collectors, buyers and other affluent audiences in luxury sectors such as art, antiques, design, jewelry, watches and yachts, then you need to fish where the fish are!  While the philosophy here is simple, executing can be a bit more difficult.  Some fish are harder to reach than others.  The affluent are an extremely heterogeneous audience pool and the high-net-worth (HNW) … Read the...

The latest digital trends, media and technologies offer exciting and powerful opportunities for event marketers.  There are also challenges, especially the changing privacy landscape and inevitable phase-out of third-party cookies. This means BIG CHANGES to online advertising, including retargeting, a tactic widely used by show organizers. Start evolving your strategy now so you are prepared for a third-party cookie-less world and avoid a major disruption … Read the...

The coronavirus pandemic has caused a major disruption to the U.S. advertising market with billions of dollars being wiped off the table. Spending on digital ads for March/April is down 38%, linear TV is off 41%, terrestrial radio has fallen 45%, print has dropped 43%, and traditional outdoor is off 51%, according to a recent report from the Interactive Advertising Bureau (IAB), an online-ad industry … Read the...

Today’s automated retargeting solutions make it very easy to use a “set it and forget it” approach to retargeting. While these solutions are very sophisticated and can streamline workflow, it is difficult to reach optimum KPIs without ongoing human guidance based on our experience buying tens of millions of retargeting and other programmatic online ads around the world for exhibitions and events. We share five … Read the...

As exhibitions and events spend more and more money on digital marketing to drive attendance, there is increasing pressure to justify the spend with metrics. Attribution is complex so many marketers choose the easiest, quickest and most common way to do this, last-click attribution (LCA), which gives 100% of the credit for a ticket purchase to the last click a visitor made before completing that … Read the...