As virtual and hybrid events mature, so do the monetization strategies that sustain them. Some traditional revenue drivers translate seamlessly to digital environments. Others require rethinking.
Retargeting is one strategy that adapts exceptionally well — and when executed correctly, it can strengthen both event registrations and sponsorship revenue.
If your association is investing in digital events (or expanding hybrid models), retargeting deserves a place in your revenue strategy.
What is retargeting in event marketing?
Retargeting uses behavioral data to serve ads to individuals who have already shown interest in your event.
Most visitors to your event page will not register immediately. Even highly engaged members typically review details, check schedules, confirm budgets, and wait for approval before committing. That delay creates risk — not because they aren’t interested, but because attention shifts.
Retargeting ensures your event remains visible during that decision window. Instead of relying on one visit or one email reminder, you strategically re-engage prospective attendees as they continue browsing online.
Why retargeting improves event registration rates
Event purchasing decisions are rarely impulsive. They involve timing, internal approval, and competing priorities.
Retargeting works because it reinforces awareness without requiring additional effort from your team. It keeps your event top-of-mind, increases frequency of exposure, and shortens the gap between interest and action.
In short, it helps convert existing demand rather than constantly chasing new traffic.
Types of retargeting associations can use
Associations can deploy retargeting in several ways depending on their goals:
- Website retargeting serves ads to users who visited your event page but did not complete registration.
- List-based retargeting targets specific groups such as past attendees, member segments, or high-value prospects.
- Search retargeting reaches individuals actively searching for terms related to your event topic or industry — even if they have never visited your website.
Each approach supports a slightly different objective, but all are designed to re-engage audiences who have demonstrated intent.
Using retargeting to increase sponsorship and non-dues revenue
Retargeting isn’t only a registration tool. It can also strengthen your sponsorship model.
Your event audience is valuable — not just to your association, but to vendors and industry partners seeking access to that audience.
Through audience extension, sponsors can continue reaching event participants after the event concludes through targeted digital advertising. This transforms sponsorship from a one-time placement into a longer engagement opportunity.
For associations focused on growing non-dues revenue, this creates a scalable, digital add-on that enhances sponsor value.
The execution challenge associations should consider
Retargeting technology is widely available. Strategic execution is not.
Associations should ask: Do we have the internal expertise to manage campaign setup, optimization, reporting, and advertiser guidance? Can we consistently deliver results sponsors will renew?
Because the opportunity is real — but so is the operational lift required to do it well.
Turning event engagement into ongoing revenue
Virtual and hybrid events have expanded audience reach for many associations. New geographies. New member segments. New prospects who may never attend in person.
That audience represents more than attendance metrics. It represents monetizable engagement.
Retargeting ensures the value of that engagement doesn’t end when someone leaves your event page — or when the event itself concludes.
Ready to strengthen your event revenue strategy?
If you’re evaluating ways to increase event registrations and build stronger digital sponsorship packages, the Multiview partnerships team can help.
We work with associations to activate retargeting and audience extension programs that generate non-dues revenue — without adding operational strain to internal teams.
Connect with the Multiview partnerships team to explore your options. Visit our Contact us page to start the conversation.
