Originally reported by Axios.
Read the original Axios article
As digital audiences become increasingly difficult to capture, brands are putting greater emphasis on live events, experiential marketing and out-of-home advertising to earn consumer attention.
Axios reports that physical experiences offer brands something digital advertising often cannot: opportunities to create real-world moments that audiences actively engage with and then amplify through photography, video and social media.
The trend has important implications for sponsorship and partnership marketing. Sports, entertainment and cultural experiences give brands opportunities to become part of moments audiences have actively chosen to experience—creating deeper fan engagement while generating content and earned media beyond the physical event itself.
The article is part of Axios’ broader examination of the growing live-experiences economy and includes insights from Innovative Partnerships Group Founder and CEO Jeff Marks on the evolving value of experiential marketing and live brand engagement.
