TEFAF Maastricht Backs US Launch with Major Ad Campaign, Strong Mobile Spend

Dec 07

TEFAF Maastricht Backs US Launch with Major Ad Campaign, Strong Mobile Spend

Some 15,000 people recently packed the historic Park Avenue Armory for Encore client, TEFAF New York, including CNN’s Anderson Cooper who purchased a painting from the 18th century for $275,000.

The global art fair is an expansion of the 28-year old TEFAF brand, which brings together 270 dealers and 75,000 visitors from 60+ countries at its annual exhibition in the Netherlands, and the NYC launch was supported by a cross-platform advertising campaign across multiple countries.

We highlight the mobile piece of the campaign because mobile media consumption is soaring, and now far surpasses desktop in time spent with digital media – a key reason why mobile ad spend is up across the board for Encore clients in 2016.

Here are five insights into TEFAF New York’s mobile advertising …

– Several million ads ran in the mobile environment (smartphones and tablets) in addition to the desktop ad buy in order to sync the overall digital campaign with the target audiences’ media habits and maximize reach.

– In recognizing that potential attendees may access the show website from desktop and/or mobile devices and that multiple devices may be involved in driving a ticket purchase, the show organizer deployed its retargeting campaign across mobile devices as well as desktop. 60% of online conversions in the US start on one device and end on another, according to March 2016 Google/Ipsos data.

– The show organizer used programmatic buying to maximize efficiency and targeting capabilities, including real-time geo-location data unique to the mobile environment.  Mobile programmatic has scaled rapidly over the past several years, and now represents 70% of US programmatic display ad spend, according to a Sept. 2016 report by eMarketer.

– Different bids and investment levels were used to align media spend with targeting priorities.  Overall, the average mobile CPM was higher than the average desktop CPM.  However, the higher average CTR on mobile vs. desktop more than offset the higher cost, resulting in a lower average CPC for mobile ads.

– In order to deliver the optimal experience for people who clicked on the mobile ads, and visited the website via smartphones and tablets, the show organizer launched a new site using responsive web design (RWD), which enabled the site to display differently based on a visitor’s screen size.

Mobile advertising is exploding, with global mobile ad spend expected to surpass desktop in 2017, according to global media agency, Zenith.  As you plan your visitor marketing strategy for next year… think mobile!

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