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With over 250,000 attendees gathering across two weekends, the Coachella Valley Music and Arts Festival isn't just a concert; it's a cultural phenomenon. Picture this: sun-drenched California desert, a kaleidoscope of vibrant attire, and the thrilling sounds of music filling the air. This is the essence of Coachella, one of the largest and most popular music festivals in the world. Held annually in Indio, California, and presented by Goldenvoice (a subsidiary of AG Presents), Coachella attracts hundreds of thousands of attendees over two weekends, featuring a diverse lineup of musical artists, art installations, fashion, and cultural experiences. Understanding the characteristics and preferences of Coachella attendees can be incredibly valuable for businesses looking to target this specific audience. Here's a breakdown of Coachella 2023 attendees: Demography: Primarily young adults, with a significant portion aged 18-34, the average age of a Coachella attendee is 25 years old. Income skews towards higher income brackets, averaging $84,000 a year. Geographically diverse, Coachella attracts attendees from across the US and internationally. Approximately 20% of Coachella attendees are from San Diego County (San Diego Union-Tribune, April 2023). Interests and Values: Passionate about music, with a diverse range of musical preferences. Attendees often have diverse musical interests and are open to discovering new artists. The festival is known for its unique and often elaborate fashion scene. Attendees tend to be trendsetters interested in fashion, beauty, travel, and lifestyle products. Beyond music, Coachella offers a variety of art installations and cultural experiences. Attendees are likely interested in art and creativity, are open to new experiences, and enjoy discovering emerging trends. Socially conscious and environmentally aware, with a growing appreciation for sustainable practices. Coachella is a highly social media-driven event. Attendees are active on platforms like Instagram, TikTok, and Twitter, sharing their experiences and following event-related content. Deploy meaningful mobile video and display campaigns to Coachella 2023 attendees today. This exclusive new audience segment is available through DriveLine's data collaboration with LiveRamp, and various programmatic advertising platforms including The Trade Desk and Xandr. Have questions, we are here to help. Please inquire within: info@driveline.ai

The worlds of sports fandom and QSR (quick-service restaurant) consumption may seem like separate galaxies, but on closer inspection, reveal fascinating behavioral parallels. Understanding this link, sprinkled with some juicy psychographics, can be a game-changer for both sports teams and QSRs. In this article, we dive into these shared traits and explore ways location-based audience intelligence can be leveraged to optimize mobile advertising strategies, and audience segmentation strategy. Let's first dive into these shared traits: Tribalism and Identity: Sports fans: Fiercely loyal to their teams, wearing team colors, attending games with fellow fans, and reveling in shared victories. This creates a sense of belonging and collective identity. QSR consumers: Develop brand loyalty, favoring specific chains, sporting merchandise, and participating in loyalty programs. These chains become part of their social identity and lifestyle. Rituals and Fandom: Sports fans: Participate in pre-game rituals, tailgate parties, and post-game celebrations. These rituals solidify the social bond and enhance the fandom experience. QSR consumers: Develop routines surrounding their favorite QSRs – weekly "Taco Tuesdays," post-workout protein shakes, or Friday night pizza rituals. These routines become ingrained in their lifestyle. Emotion and Impulse: Sports fans: Experience a rollercoaster of emotions – joy in triumphant victories, despair in crushing defeats. Decisions to attend games or buy team merchandise are often impulsive, driven by passion rather than cold logic. QSR consumers: Cravings and instant gratification drive their choices. The sight of mouthwatering visuals, limited-time offers, and emotional marketing campaigns trigger impulsive decision-making at QSRs. Community and Social Currency: Sports fans: Discuss games, analyze plays, and debate strategies with fellow fans both online and offline. This active engagement builds a strong community. QSR consumers: Share food photos, recommend menu items, and discuss brand experiences on social media. These interactions create a sense of community and shared cultural currency. The potential for marketers to leverage these shared traits is immense By enabling digital marketing teams with the ability to zero in on individuals who've visited and frequent specific QSR brands such as Chipotle, Panda Express, Dunkin' Donuts and Jersey Mike's, DriveLine's precise location intelligence delivers a powerful solution for targeting and reaching relevant audiences. What DriveLine does is unique DriveLine's audience-first ad campaigns go beyond the geo-fence by utilizing location-based mobile device data and user behaviors such as visitation and frequency. DriveLine leverages anonymized location data from mobile devices to understand where people go and what they do in the real world. This data is then aggregated and segmented to create insights into consumer behavior and preferences, without collecting or revealing any personally identifiable information, or PII. Our custom visitation audiences empower marketers to target and reach QSR customers by brand. Harnessing the power of targeting and reaching QSR customers based on their specific food preferences and behavioral patterns opens up a world of possibilities for personalized and impactful marketing outcomes. Whether you choose to use your preferred platform or rely on us for end-to-end campaign management, we are your partner in precision advertising.

In the ever-evolving landscape of digital marketing, it is crucial for businesses to understand their clients' measurable, monetary objectives. This includes revenue targets, lead generation goals, expectations on return on investment (ROI), and other key performance indicators (KPIs). By establishing a clear understanding of these goals, marketing strategies can be effectively structured around them, directly contributing to the client's bottom line and positioning marketing as a mission-critical investment. DriveLine: A Groundbreaking Solution for Reaching Taylor Swift and Beyoncè Fans Enter DriveLine, a groundbreaking audience intelligence solution for progressive brands and agencies, uniquely positioned to assist businesses in reaching Taylor Swift’s ‘Swifties’ and Beyoncè’s ‘BeyHive’, two of the most influential and powerful fanbases in the world. With expertise in crafting custom audiences through mobile device data, DriveLine empowers businesses to identify, target, and reach their mobile-first fanbases in a manner which resonates with their interests and passions. The Economic Impact of Taylor Swift and Beyoncè Fans Taylor Swift and Beyoncè fans, fondly known as Swifties and the BeyHive, respectively, are not only passionate about their favorite artists but also wield significant spending power. Swifties, for instance, have been estimated to generate around $5 billion in direct spending during Swift's Eras Tour in 2023, encompassing expenses related to tickets, travel, accommodations, food, and merchandise. Similarly, the BeyHive contributed an estimated $1 billion to Beyoncé's merchandise sales, tickets, and other related expenses in 2023. Beyond direct spending, these fanbases also have a substantial impact on the economy. Their fans’ travel, hotel accommodations, and dining expenses during concerts stimulate local businesses and create jobs. Additionally, their enthusiasm and social media engagement amplify the reach of these artists, further enhancing their brand value and attracting new fans. Leveraging DriveLine to Target Taylor Swift and Beyoncè Fans Taylor Swift and Beyoncè fans represent a valuable target market for businesses across various industries. Their significant spending power, passion for their favorite artists, and active engagement on social media make them an attractive audience for highly-targeted mobile advertising campaigns. As an audience provider, DriveLine's audience creation capability enables businesses to tap into the vast and affluent market of Taylor Swift and Beyoncè fans by providing curated audience segments built on movement, behavior and interaction with physical locations. This exclusive new visitation audience segment ‘Swifties’ allows businesses to target and reach attendees of the Eras Tour, Eras Tour concert film viewers in AMC Theatres, and attendees of Kansas City Chiefs games alongside Taylor Swift. You can expect an announcement on their BeyHive audience very soon. This visitation audience segment can then be used to deploy highly-targeted marketing campaigns which resonate with their fans on a personal level, increasing the likelihood of conversion and customer loyalty. Unlike relying solely on demographic data or inferred behavioral datasets, DriveLine’s curated visitation audiences involve a more holistic and dynamic approach to reaching relevant audiences. Without the use of any personally identifiable information, DriveLine empowers businesses to target and reach the audiences most relevant to their paid media campaign outcomes through mobile display and video advertising. Their audience intelligence solution goes a step further by providing businesses a comprehensive view into their target audiences’ engagement with physical locations. Unlocking the Power of Taylor Swift and Beyoncè Fans for Business Success DriveLine's ability to identify, target, and reach mobile-first ‘Swifties’ through mobile display and video, streaming and connected TV in a meaningful way can lead to increased brand awareness, enhanced customer acquisition, and ultimately, stronger paid media campaign outcomes. In today's competitive market, it is essential for businesses to adopt innovative strategies to reach highly-engaged target audiences such as Taylor Swift and Beyoncè fans, groups with immense spending power and influence. By partnering with DriveLine, businesses can effectively reach and engage with these fanbases, unlocking their potential of this powerful fanbase to drive brand awareness, increase customer acquisition, and ultimately, business success. #Swifties #TheBeyHive #QueenBey #TaylorSwift #SuperFans #DriveLine #mobilemarketing #mobilevideo #Mobiledisplay #Beyonce #TaylorSwift #Audience

On October 26th, 2023, DriveLine hosted a webinar titled "Reach Audiences That Matter." The webinar was a fireside chat designed to help marketing teams understand how to harness the power of custom audience creation. The webinar featured three esteemed panelists: Erin Mitchell Martin, Vice President of Venues Marketing at Monumental Sports & Entertainment Scott Jones, Senior Global Head of Product Marketing at LiveRamp Askia Underwood, Chief Growth Officer at DriveLine The panelists discussed the following topics: The state of audience targeting in the cookie-less era The importance of mobile advertising IDs How marketers can use mobile advertising IDs to create custom audiences Best practices for reaching target audiences with mobile advertising The webinar was well-attended by marketers from a variety of industries. The panelists shared valuable insights and tips on how to reach target audiences effectively in the cookie-less era, use mobile advertising IDs to create custom audiences, and create target ads to consumers based on their physical movements and interactions with specific locations. Why you should have attended this webinar This webinar was ideal for marketers who wanted to learn how to: Reach their target audiences effectively in the cookieless era Use mobile advertising IDs to create custom audiences Target their ads to consumers based on their physical movements and interactions with specific locations Forge meaningful connections with consumers by shifting from engagement to conversion driven strategy Here are some of the key takeaways from the webinar: The cookie-less era is here. Third-party cookies are being phased out, and marketers need to find new ways to reach their target audiences. Mobile advertising IDs are playing a pivotal role in audience targeting. Mobile advertising IDs are a reliable way to identify and target consumers on their mobile devices. Marketers can use mobile advertising IDs to create custom audiences. Custom audiences allow marketers to target their ads to consumers who are most likely to be interested in their products or services. There are a number of best practices for using mobile advertising IDs to reach target audiences effectively. These include using privacy-compliant data sources, creating relevant ad campaigns, and measuring the results of your campaigns. Watch the Webinar: Reach Audiences That Matter If you are a marketer who is looking to learn how to reach your target audiences effectively in the cookie-less era, we highly recommend watching the recording of the "Reach Audiences That Matter" webinar.

DriveLine, Inc. and Monumental Sports & Entertainment (MSE), America's leading sports & entertainment family, collaborated to announce a new partnership to ignite fan attendance at District E powered by Ticketmaster, MSE's newest state-of-the-art entertainment venue this morning. The partnership will leverage DriveLine's ability to segment and target custom audiences based on their visitation habits, and allows MSE to reach and attract Washington Wizards fans, Capitals fans, and Capital One Arena concert attendees in a new innovative way. What does this mean for advertising industry professionals? This partnership between DriveLine and Monumental Sports & Entertainment (MSE) is a great example of how marketers can leverage advanced audience intelligence via (DriveLine's custom visitation audiences) to drive event attendance, improve their fan experiences and digital campaign outcomes. DriveLine's groundbreaking audience intelligence solutions enable marketers to create, target, and reach relevant custom audiences across 250 million mobile devices, and gain actionable insights on their audience movement and behavior, without the accessing any personally identifiable information (PII). The partnership aligns with DriveLine's mission to help businesses reach their target audiences with relevance and precision across mobile display and video advertising. "Our partnership with DriveLine will allow us to use custom audience intelligence to better understand our customers and provide offerings at District E that both excite our current fans and help us attract new guests," says Erin Mitchell Martin, Vice President, Venues Marketing at Monumental Sports & Entertainment. This partnership also serves as a sign of the growing importance of audience intelligence in the sports and entertainment industries. As venues look to reach their unique fan audiences through mobile devices, DriveLine is well-positioned to assist in the achievement of their audience optimization goals. "District E powered by Ticketmaster is a first-class venue, and we are confident our audiences will support MSE's efforts to deliver a premium food and beverage experience to their fans, guests, and visitors," says Peter Sayer, Chief Executive Officer of DriveLine. The announcement was made October 24th, 2023. Access the full press release here. #announcement #eventmarketing #customaudiences #audienceoptimization #audiencesegmentation #venues #visitation #digitalfirstconsumers #fans #sports #entertainment #sportsandentertainment #DriveLine #MonumentalSports #MSE

DriveLine announced the availability of our custom visitation-based audience segments on LiveRamp's partner network this morning via PR Newswire. This integration will allow marketers to leverage DriveLine's custom visitation audiences to reach their target consumers with more relevant and effective advertising. "DriveLine's integration with LiveRamp represents a significant milestone in our journey to deliver highly targeted custom audiences from high impact audience intelligence," says Peter Sayer, CEO of DriveLine. "Audiences built on movement, or visitation, serve as a gateway to forging meaningful connections with consumers, shifting from engagement to conversion driven strategy." DriveLine leverages precise location-intelligence to create custom audiences based on consumers' physical movements and interactions with specific locations. LiveRamp's data connectivity and identity resolution capabilities enable marketers to easily access and target these audiences across multiple programmatic platforms. This integration is particularly timely as the advertising industry continues to grapple with the demise of third-party cookies. Visitation-based audiences offer a privacy-compliant way for marketers to reach their target audiences without relying on personally identifiable information. In addition to enabling targeted advertising, DriveLine's integration with LiveRamp also provides marketers with actionable insights on their audience movement and behavior. This information can be used to improve campaign performance, develop new products and services, and gain a deeper understanding of customer preferences. DriveLine will be hosting a joint webinar on the LiveRamp integration on October 19th at 10:00 am PT/1:00 pm ET. The webinar will discuss the benefits of the integration and how marketers can leverage access to the visitation to reach their target audiences more effectively. To register for the webinar, please visit the following link: Reach Audiences That Matter Update: Reach Audiences That Matter has been rescheduled due to AdWeek. The new date is October 26th at 10am pst/1pm est. Register to attend and receive the live recording.

Tomorrow's dynamic business landscape requires a solid understanding of audience segmentation and targeting for successful marketing. Enter audience intelligence—a process that gathers, analyzes, and interprets target audience data for actionable insights, driving effective decision-making. Let's explore the power of audience intelligence and how it transforms marketing strategies. In today’s fast-paced and highly competitive business landscape, successful marketing and advertising strategy hinges on a deep understanding of audience segmentation and targeting. This is where the concept of audience intelligence comes into play. Audience Intelligence refers to the process of gathering, analyzing and interpreting data about your target audience to gain actionable insights which can drive effective decision making. In this article, we will delve into the significance of audience intelligence and explore how it empowers brands and agencies to create tailored experiences, optimize campaigns, and drive significant returns on ad spend. In the quest to understand audiences better, brands and agencies have historically relied on traditional methods of gathering data, such as demographic surveys, focus groups and market research studies. While these approaches have provided valuable insights, they come with limitations, all of which became increasingly pronounced as consumers pivoted to mobile affinity. As consumer behaviors evolve in the digital age, a revolutionary approach has emerged, one that transcends traditional boundaries and unlocks a new dimension of audience understanding. Imagine having the power to delve into not just the preferences of your audience, but also their actual movements, interactions, intentions and behaviors. This groundbreaking concept known as “visitation” is reshaping the landscape of decision making, offering brands and agencies a real time and holistic perspective into their audience’s world. In this article, we will embark on a journey to unveil the transformative potential of visitation — a game-changing approach to custom audience segmentation delivering on the promise to redefine the way marketers reach relevant audiences and achieve higher-performing marketing campaigns. The evolution of audience intelligence Audience intelligence has undergone a remarkable transformation, evolving from basic demographic data to encompass more advanced behavioral and psychographic insights. The journey from static snapshots of customer attributes to a comprehensive understanding of their motivations and actions has been fueled by technological advancements and a growing need for more nuanced approaches to audience analysis. At its inception, audience intelligence relied heavily on demographic data. Marketers would gather information about age, gender, marital status, location, and income to categorize audiences into broad segments. While this provided a basic understanding of who their customers were, it failed to capture the complexity of human behavior. When the digital age was born, brands and agencies quickly realized demographic data alone failed at predicting purchase decisions, brand preferences or lacked any measurement related to sentiment or emotional connection. Behavioral and psychographic insights overcame some of these limitations by providing a more complete picture of customer behavior. By tracking how customers interact with products and services, both online and offline, brands and agencies could learn about their customer’s interests, preferences, and pain points. This information could then be used to create more targeted and effective marketing campaigns. The future of audience intelligence: visitation The next step in the evolution of audience intelligence is visitation, a cutting-edge approach to understanding customer behavior and preferences, and a significant advancement from the limitations of traditional audience data collection methods. Unlike relying solely on demographic data or inferred behavioral datasets, visitation analytics involve a more holistic and dynamic approach to gathering insights. It revolves around tracking and analyzing a person's physical and digital interactions across various touch points, without the use of any personally identifiable information, providing a near real-time and comprehensive view of consumer engagement with points of interest, brands and products. By tracking where customers go, how long they stay and what they do, brands and agencies can create a comprehensive picture of consumer behavior. Visitation data isn’t just about tracking movement, it’s about deciphering intent. By capturing consumers’ physical and digital interactions in the moment, brands and agencies gain near real-time understanding of their preferences, behaviors and context. This knowledge acts as a compass for precise audience segmentation and targeting, enabling marketers to deliver messages, offers and content which aligns perfectly with what their audiences seek. Audiences built on movement, or visitation, serve as more than just a tactic. They serve as a gateway to forging meaningful connections with consumers, shifting marketing tactics from mere engagement to conversion driven strategies. When businesses engage customers with offers which directly reflect their current interests, the journey from interest to purchase becomes seamless. This personalized approach not only boosts conversion rates, but also nurtures long-term customer loyalty. Visitation based audience intelligence is the realization of marketing’s true potential, a landscape where messages are not just heard but understood, where interactions are not just observed but anticipated. The era of personalized, highly-targeted marketing has dawned, and visitation based audience data is at the forefront. As brands and agencies harness its power, they stand poised to transform mere campaigns into resonant conversations, crafting a new standard of audience engagement, connection and outcomes. Do you want to tap into the future of audience intelligence? Learn how our visitation-based audience intelligence solutions and custom audience development capabilities revolutionize ad strategy and paid media campaign outcomes. Get started with DriveLine today.

Despite the rise of e-commerce and the evolution of consumer behavior having transformed the retail landscape, physical proximity continues to hold value for retailers. Consumers have made it clear, tangible shopping experiences matter now more than ever. Reaching these consumers wherever they are presents a significant challenge for retailers looking to target, reach and drive traffic into their store locations. To solve for this, retailers typically deploy a combination of physical and digital strategies to maximize the strategic value of being in close proximity to their target audiences. This article explores the challenges faced by retail marketers and the power of proximity as an indicator of consumer behavior and purchase intent. In our post-COVID world, proximity has quickly become an indispensable element marketers promoting physical retail environments including clothing stores, restaurants, supermarkets, venues, auto dealerships, etc., must integrate into their mobile advertising strategies to remain competitive and relevant. By leveraging proximity, retailers can personalize offers and tailor experiences, enhance customer engagement, accelerate product discovery, and increase the likelihood of purchase. These efforts strengthen connections with target audiences, both online and offline, fostering loyalty and driving sustainable growth. Location intelligence presents an invaluable opportunity for advertisers to understand how a persons physical proximity to specific locations, i.e., restaurants, retail stores, and other points of interest serves as a key indicator of purchase intent. With this data, retailers can deliver targeted and visit-based advertisements to people who have visited points of interest in-person, but that isn’t all. A powerful approach involves targeting consumers who have previously visited specific stores, venues, restaurant locations, etc. This level of proximity-based advertising allows for highly effective and deeply personalized campaigns that resonate with, and drive conversion from mobile-first consumers. The dynamic relationship between proximity and purchase intent empowers retailers to optimize their marketing strategies to engage consumers and drive conversion across their phygital touch points. Proximity, in this context, refers to the physical distance between customers and retail locations, significantly influencing their convenience and accessibility. By understanding the proximity of their target audience to their physical locations, marketers can tailor their paid media strategy and initiatives to attract new customers more efficiently. Purchase intent, on the other hand, refers to the likelihood or inclination of a customer to make a purchase. It encompasses the customer’s motivation, desire, and readiness to buy a product or service. Understanding indicators of purchase intent is crucial for marketers as this allows them to optimize their marketing efforts effectively. This is extremely complicated. Solution so bright Meet DriveLine — a digital marketing platform built by a team of advertising veterans to solve for declining campaign performance and increasing advertising costs. Designed to change the digital attribution game, DriveLine offers insight-driven, custom audience campaigns powered by proprietary Audience Intelligence data. By harnessing the power of DriveLine’s advanced Audience Intelligence data, marketers can gain unparalleled insights into consumer behavior. Our mobile display and video solution identifies the marketing channel, touch point, and points of interest most relevant to your target audience alongside actionable insights on consumer purchase intent, but it doesn’t stop there. At DriveLine, we recognize the significant influence proximity holds in shaping consumer decisions. We unlock the potential of highly targeted mobile advertising by prioritizing physical proximity. These efforts allow marketers to drive straight lines to the value of achieving impactful advertising outcomes. DriveLine goes beyond just providing data-rich audiences; our team dives deep into customer actions, preferences, and brand interactions, curating custom audiences from insight-laden analytic data. This is where DriveLine and our Audience Intelligence solution shine. With DriveLine, marketers can revolutionize their mobile advertising strategies by gaining unparalleled insights into consumer behavior. By utilizing our advanced custom audience development capabilities, DriveLine helps identify the most relevant marketing channels, touch points, and points of interest of your target audience, all while providing actionable insights into consumer purchase intent. We are a solution for brands and agencies looking to reach mobile-first audiences. If you are looking to maximize the strategic value of proximity and optimize your mobile advertising performance (and campaign outcomes) with audiences most relevant to your business, get in touch with our team at: info@driveline.ai. We would love to explore the opportunity to revolutionize your ad performance this year. #DriveLine #DigitalMarketing #RetailMarketing #MobileStrategy #AudienceInsights #AudienceIntelligence #ActionableInsights #Proximity #ConsumerBehavior