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The surge in F1’s popularity has created a prime opportunity for marketers, especially during marquee events like the Las Vegas Grand Prix set to take place on November 23, 2024. As highlighted in a blog by media agency OH Partners, the F1 landscape offers huge potential for brand engagement. By analyzing location data and consumer behavior insights captured by Azira during F1’s Las Vegas Grand Prix last year, brands can craft digital ad campaigns and marketing experiences that truly resonate with attendees, allowing brands to maximize their presence and improve their return on marketing spend.
Here are three ways leading brands can use Azira’s consumer insights to enhance their digital and experiential marketing for this year’s F1 event:
01
Heatmap Data for Strategic Brand Placement
Azira’s location intelligence provides marketers with valuable insights into attendee behavior across event locations and cities. By analyzing a heatmap of last year’s attendee movement patterns, brands can strategically target high-traffic areas for their marketing efforts.
Heat mapping identifies key zones of activity, such as areas near grandstands, concession stands, and fan zones. With this information, marketers can make informed decisions about where to place their activations. For maximum engagement, they might set up interactive booths, pop-up lounges, or branded installations in bustling areas. Alternatively, for a more exclusive experience, VIP lounges can be strategically positioned away from the crowds.
By aligning marketing experiences with natural fan congregation points, brands can significantly boost audience engagement and ensure their activations stand out in the competitive F1 marketing landscape. This data-driven approach allows for more effective and impactful brand presence throughout the event.
allowing marketers to predict the best positioning for interactive booths, pop-up lounges, and more.
02
Geo-Targeting Ads to Reach Key Locations
Azira’s insights revealed that 94% of attendees at last year’s F1 Las Vegas Grand Prix were from the U.S., with 68% being locals from Nevada. California, Texas, Arizona, and Florida were also identified as top states where fans traveled from to attend the event, making the likelihood high that people from these states will attend again.
Brands can leverage this information and run geo-targeted ads focusing on these key regions, increasing the likelihood of reaching potential attendees. Brands can even use localized ad creatives featuring different messages based on an audience’s location.
For example, marketers targeting Nevada-based audiences might emphasize the local connection to the event, whereas audiences in other key states might receive an offer for travel packages. With Azira’s advanced audience curation, brands can ensure they’re reaching their key targets in the right location.
03
Demographic Targeting to Reach the Right Audience
According to demographics, last year’s F1 Las Vegas Grand Prix attracted fans of all ages, with nearly half of attendees being 18-44 and the other half being 45+. Azira’s insights also revealed that around 66% of attendees had a household income between $0-99k, while the remainder was $100k+.
With demographic segmentation and location intelligence, marketers can create highly targeted digital ad campaigns based on age, household income, location, brand affinities, and more, so that brands can reach the right audience with the right message.
For example, a younger age group with low income might be more interested in experiences like a VR booth and general admission priced tickets, whereas the 45+ age group might be more interested in comfortable, premium seating options and VIP experiences. Brands can then use Azira’s online and offline attribution capabilities to measure the impact of their ads on driving their key audiences to the event.
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Azira’s consumer behavior insights and location intelligence provide brands not only with the tools to create highly effective marketing experiences and ad campaigns through heat mapping, geo-targeting and demographic segmentation, but also enable marketers to create custom audiences, serve ads, and measure return on ad spend (ROAS) with precision and relevance. This allows brands to engage F1 attendees with greater impact at this year’s F1 Las Vegas Grand Prix and beyond.
