ArtPrize® is an open, independently organized international art competition which takes place in Grand Rapids, Michigan. It celebrates artists working in all mediums from anywhere in the world, and is open to any creative with an artwork to enter and a venue willing to host it. In 2022, the event ran from September 15th through October 2nd, celebrating artists from all over the world.
To provide transit media operators with more robust planning insights around large events, StreetMetrics needed to conduct a holistic event analysis around an event where transit out-of-home ads were present.
StreetMetrics conducted an aggregate analysis across five different transit bus advertising campaigns that were measured surrounding ArtPrize 2022. The campaigns ran one month before, during, and one month after the event. The aggregated results across the campaigns provided key learnings that will better help operators plan their media and reach their target audiences during large events.
Impressions increased throughout the event, spiking higher on September 15th, the official start of Art Prize, and September 20th, the midway point of the event.
+14% Increase in average impressions across all campaigns
+21% Increase in daily impressions across Campaign 1
+37% increase in daily impressions across Campaign 2
- The majority of impressions occurred in the city’s entertainment districts compared to the actual various art events – concluding most people saw the media in highly populated pedestrian areas while on their way to ArtPrize events or when in the entertainment district after the events.
- Impressions spiked on for Campaign 1 on September 15th, opening day for ArtPrize, achieving 110% higher than average daily performance
- The highest performing day during the event for Campaign 1 was September 20th - seeing 2.58x higher than the average daily performance
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