Reaching Music Lovers with Precision and Scale: Event Targeting


Music festivals are some of the world’s most hyped events. Each year over 32 million people attend music festivals in the U.S. alone according to Billboard, and nearly half of those are Millennials. Consider the music festival environment. Thousands of music lovers are gathered to see their favorite artists perform. The majority are on their mobile device, sharing their experience over social media, messaging their friends, looking at the festival map, or playing games during some down time. With that being said, music festivals pair perfectly with localized programmatic.

In order for marketers and brands to multiply the ROI on their mobile campaigns and effectively reach festival goers, there are two things they need to look for:

1. Ability to reach potential customers at precise locations.

2. Ability to get granular with their audiences by targeting specific date and time windows to only capture relevant potential customers.

Thankfully,’s Geo-Fencing with Event Targeting has all that and more.

Geo-Fencing allows marketers to target potential customers on their mobile device at specific locations at a grand, yet precise scale using unstructured data. With Event Targeting, our latest innovation in Geo-Fencing tech, marketers can target potential customers during pre-determined time windows, serving them ads on their mobile devices while they are at the event and even up to 30 days after.

As the perfect solution for reaching potential customers at music festivals, we decided to demonstrate how marketers can experience the scale and precision of Event Targeting by creating our own custom audiences of festival goers using a recent festival as an example.

Summerfest, or “The World’s Largest Music Festival,” spans 75 acres in Milwaukee’s Henry W. Maier Festival Park with 11 full days (6/28-7/2 and 7/4-7/9) of over 1,000 performances across 11 stages. This year the festival celebrated its 50th anniversary with headlining performances from top artists such as Red Hot Chili Peppers, Migos, and Dierks Bentley.

We created three Event Targeting fences for each day of the festival in order to compare attendance by stage and genre: one for the mainstage headliner and two for various other performances across the minor stages. Each of three fences we created for each day represented one of three genres: Rock, Pop/EDM, and Country/Folk. Here are some compelling statistics we found using our Event Targeting technology. We even made Event Targeting fences around specific stages to see if stage amenities were an influence on attendance.

Out of each genre, Country/Folk performances were the most attended.

Out of 4 separate performances across 3 specific stages (Miller Lite Oasis, US Cellular Connection Stage, and BMO Harris Pavilion), the Miller Lite Oasis stage drew the most attendance. We suspect this is due to their offering special VIP experiences for festival attendees, including private bars, premium seating options, easy restroom access, and free evening appetizers.

Event Targeting allows marketers the opportunity to engage a highly specific audience of music lovers (particularly Millennials). Clothing brands, record shops, restaurants, and more can even create custom ads for the festival, offering discounts and promotional offers to those they targeted.

For more information about how to use Event Targeting in your next campaign, ask your Account Representative or email us

Source: Billboard

Source: Neilsen