Join us for this insightful episode of The Ad Project as we welcome Josh Helmer, Account Manager at Ad Advance, to explore a compelling discussion centered around advertising strategies for specific sales events – such as Amazon’s upcoming Prime Day. Key Discussions: Concept of "tent-poling" and its three phases: lead-in, main event, and lead-out.Case study analysis of a supplement company and the importance of understanding impression quantity for effective customer conversion.The power of educating the audience through frequent ad exposure and its positive impact on conversion rate.Strategic approaches during the lead-in period, including targeting upper funnel traffic and utilizing retargeting techniques to maximize event traffic.Value of segmenting the retargeting pool and customizing creatives for different stages of the customer journey.Audience targeting, balancing core and reach audiences, and the significance of allocating sufficient budget for retargeting efforts during high-traffic events.