Moving Feet with Programmatic
Programmatic audio, display, CTV, and OTT advertising drove ticket sales and measurable foot traffic to the World's Largest Music Festival, Summerfest. 
Background:
The world’s largest music festival is hosted on Milwaukee’s lakefront, spanning 10 – 17 days. Traditionally they leveraged numerous media publisher partnerships on hand-shake media buying deals and trades rather than relying on a data-driven multi-channel approach. After seeing the CPMs they were charged by newspapers and TV stations…Granular sought to change that. We’ve worked with Summerfest, on a continuous monthly basis, since 2016.
Granular’s Solution:
- To increase awareness and target potential festival visitors, we developed a full-funnel advertising strategy using a channel mix of Facebook, Google Search, Reddit, Spotify, OTT/CTV, Programmatic Display, Snapchat, and TikTok.
- Implemented best practices around account structure, targeting, and measurement
- Added transparency to the entire mix
The Results:
- 112% increase in paid traffic directly to the website compared to the prior year
- 183% increase in clicks to Ticketmaster for ticket purchases
- We produced a 99-page wrap-up report detailing every KPI
