Beyond the Big Two: How We Leverage Channels Beyond Meta And Google To Expand Reach
Services We Provided:
Digital Advertising55K+
CTV Households Reached
0.28%
Spotify CTR
583K+
DOOH Impressions
420%
Premium Display ROI
Though Meta and Google are the digital platforms that continue to boast the highest numbers of active users and where arts organizations can drive the most reliable returns, the changing digital landscape and the ever-present need to reach new audiences means that we should be investing in and exploring new channels.
If you joined us for our recent webinar, Beyond the Big Two: Alternative Channels to Expand Your Reach, you heard us touch on a number of these options. We’re excited about the opportunities available through these channels to reach new audiences, tell stories in fresh and dynamic ways, and build a robust and dynamic marketing mix. In the examples below, we walk through some recent case studies highlighting how we’ve helped clients do just that.
Connected TV
Client: ArtsEmerson
Campaign: The Life and Times of Michael K
Date: Winter/Spring 2025
Goal: Build awareness and excitement around highly visual programming
Top KPI: Reach within target audience
Results: 55K+ Households Reached, 3K Website Visits
Make It Yours: Looking for a more targeted, cost-effective alternative to traditional TV ads? Connected TV might be the right fit. We’ll help you navigate this fast-growing channel, determine which creative is most appropriate for the space, and update your content throughout your campaigns so your ads stay relevant and effective.
SPOTIFY
Client: Huntington Theatre
Campaign: The Triumph of Love
Date: Spring 2025
Goal: Reach audiences during unique contextual moments to build awareness and drive purchases
Top KPI: Traffic to website
Results: 0.28% Click-Through-Rate Within the Geo-Only Targeting Segment
Make It Yours: If you’re looking for a screenless way to reach highly engaged listeners, try streaming audio—a great option for marketing programs aligned with certain genres, artists, or interests. Whether you’re testing the waters or scaling up, we’ll help you right-size your investment, make the most of your content, and iterate based on real-time analysis.
DIGITAL OUT-OF-HOME
Client: Baltimore Symphony
Campaign: 24/25 Season
Date: Ongoing
Goal: Build brand awareness and reach audiences in moments when they aren’t on devices
Top KPI: Impressions
Results: 583k+ Impressions Across Digital Screens, 12 QR Code Scans
Make It Yours: Digital Out-of-Home allows you to reach audiences in the real world—on their commute, near your venue, or out and about. It’s easy to switch up creative so you can be nimble when something sells out and you need to pivot. Plus, with rotating digital inventory, you can access high-traffic spaces without paying for exclusivity. We can help you find the right placements, select creative that builds brand presence in screenless moments, and even run geo-targeted display ads near screen locations for maximum visibility.
PREMIUM DISPLAY
Client: Grounds for Sculpture
Campaign: Fall General Admissions
Date: Fall 2024
Goal: Leverage unique display inventory to drive awareness and attendance
Top KPI: Purchases
Results: 500+ Purchases, 420% ROI
Make It Yours: Premium display offers a more flexible, targeted alternative to static placements like magazine ads. We’ll use tools like geofencing and device ID targeting to connect you to audiences based on where they are or where they’ve been, and track campaign performance to optimize in real time.
The Takeaway
It’s crucial to experiment and try new platforms and channels, but you don’t have to do it all at once. Align your goals with the unique features and benefits of these platforms and see what works for your organization. Realistic goals and KPIs are key, as success on these platforms can’t always be measured in ROIs or CTRs.
READY TO Reach New Ticket Buyers?
Let’s chat about diversifying your digital mix and experimenting with new channels.
Explore more
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