Digital Media Changes for the 2022 Season
People always say there are two things you can count on – death and taxes. Add to that changes in the digital media landscape, because it evolves by the minute.
That’s a good thing because it means we’re always finding more ways to reach a larger or more-targeted audience. Here are a couple of the new Digital Advertising and Marketing techniques FearWorm is using for the 2022 with our haunted house and attraction clients.
Better Reach with Digital Audio
In the past our digital audio choices included mainly Pandora, Spotify and iHeart. One of the problems, though, is that there never seems to be enough budget to reach a targeted audience on multiple mediums. A change that started toward the end of the last haunt season was that digital audio started to go programmatic. This means we don’t go through sales reps. Instead we plan and purchase our digital media internally, picking our demographic, our zip codes, our DMA’s, adding on behavioral targeting, then placing those audio ads across multiple sources.
Spotify is still a stand-alone placement and deserves the attention. Through our programmatic offering, we are now combining Pandora, iHeart, multiple other media group platforms and thousands of podcasts all into one digital audio campaign. This lets us reach more people on more programs in your target area, helping to fight the drop-off in radio’s efficiency. Young people still listen to audio, just on their own terms and through digital formats. We are now able to better reach them with higher frequency.
Emails and Mobile IDs are Even More Important
Email Marketing has not died – we still run very successful email campaigns to our targeted audiences. But we can also do much more with those emails. We can take your email list and cross-reference it to social platforms Facebook, Instagram, Twitter and TikTok and run ads on those channels to the people on your list. We are also increasingly able to upload those emails and find the audience on programmatic Digital Media – this including OTT video, pre-roll video and display ads across the internet, beyond social channels. The more places we have to reach your email list, the more people we’ll find. It also helps us to build a frequency against your audience. Many people never open their emails, or even get angry at the companies sending them messages. However, by targeting through social channels and Digital Advertising we’re able to reach this highly-targeted ticket buyer with much less-invasive forms of marketing.
Mobile IDs are the numbers associated with each mobile phone that is used to track that phone from tower to tower. At FearWorm, we are able to access Mobile IDs from the days, times and locations of our choice – concerts, local schools, horror and comicons, and your competitors. We can even go back in time and grab those visitors from previous events. Like with emails, we cross-reference these Mobile IDs to both social media platforms and across the internet, using OTT-video, pre-roll video and display ads. Together, emails and Mobile IDs create a first-party database you can own and build. THIS is a way we are fighting the death of the online cookie.
Want to learn more about how digital media can get your haunted attraction or holiday event in front of the right crowd? Get ahead of your competition: Contact FearWorm today.