Event Targeting: Context Marketing for Qualified Audiences

Relevant Messaging, Device Independence, 100% Reach

We’re more connected today than ever before. Marketers of all kinds – event coordinators, restaurants, politicians, and brand managers – recognize that using event targeting to reach consumers through mobile devices can be an ideal way to qualify an audience while also capturing consumers at the very moment of purchase intent.

In your hotel room, at the coffee shop, at the ballgame, or in a convention hall – there’s one common link: you have a smartphone or tablet in your hand.

By pinpointing Wi-Fi hotspots or defining physical boundaries with geo-fencing, event locations can be established and segmented into audiences. Until recently, this required the targeting of downloaded apps that were active and registered with the ad network. Now with IP Targeting and cross-device capabilities, audience targeting at scale is possible at events on mobile devices. More event-goers can be marketed to in the context of the event – the effect of which is that the ads they see are more aligned to their experience and are more likely to have an impact.

Event targeting enabled by Smart Zones allows marketers to keep pace with consumers who are becoming more and more invested in mobile access to the Internet. IP targeting, geo-fencing, cross-device access, and the real-time qualification of audiences upfront by overlaying offline data and demographics can now make event targeting a key part of a marketer’s strategy.

The Smart Zones award-winning patented technology supports:

• • Retail events for trade area banking, real estate open houses, insurance seminars, store openings, couponing, and recruiting

• • Legislative and political events for candidate rallies, state and national political conventions, GOTV, White House, Statehouse, Senate, and Congressional offices

• • Medical and pharmaceutical events for hospitals, physicians by specialty, medical office openings, blood drives, medical devices, and pharmaceutical promotions

• • Higher education events for PSATs/SATs, nursing, education departments, engineering programs, college enrollment, sporting events, and tours

• • Trade shows and conventions for professional associations, automotive, aerospace, entertainment, and technology.

Download our event targeting datasheet to find out how you can utilize Smart Zones in your marketing campaigns.