ABRAMS Becoming Andy Warhol Case Study: Proximity Targeting at NYCC!

Proximity targeting. You’ve probably heard this from me several times in the last couple of weeks, and how excited we are (truly, we’re all so stoked) about this innovative new way in which we reach readers in real time in the real world (you can read more about it here!). And now, we’re sharing how we used this technology to reach a particularly niche audience – pop culture fans!

From award winning and New York Times bestselling author Nick Bertozzi and artist Pierce Hargan, Becoming Andy Warhol depicts the career progression and life of the remarkably talented and ingenious artist Andy Warhol. Considering Warhol was the man who invented Pop Art, it makes sense that pop culture geeks and fanatics at New York City Comic Con would be the perfect audience for this graphic novel!

So, using real time data through our proximity targeting, we helped ABRAMS promote Becoming Andy Warhol to New York City Comic Con attendees at the Javits Center!

ABRAMS Becoming Andy Warhol Comic Con Proximity Targeting Ad Creative

Over the span of 4 days, we served 43,486 ad impressions to NYCC attendees at the Javits Center, enticing them to visit the ABRAMS booth and check out the book itself. The ad ran on apps like USA Today, New York Subway Map, Pic Stitch, Photo Bucket, New York City Local News, The Weather Channel, and finished with an extremely strong CTR of .35%!!!

ABRAMS Becoming Andy Warhol Comic Con Proximity Targeting Map

ABRAMS Becoming Andy Warhol Comic Con Proximity Targeting Tear Sheet Images

If you didn’t get a chance to make it to NYCC & you’re a pop culture fan like myself, be sure to check out Becoming Andy Warhol. And if you haven’t yet tried our new proximity targeting, you’ll definitely want to! It’s an incredibly effective way to reach your audience like never before. Email Mary Beth at marybeth@adbiblio.com for more info!

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