Museums and cultural centers are not only places of learning and exploration but also brands that must reach audiences through effective digital marketing. By leveraging various digital advertising channels, museums can engage wider audiences, drive more foot traffic, and promote special exhibits or events.

This manual outlines the best digital advertising strategies for museums, highlights real-life examples, and offers insights into tracking return on investment (ROI) and engagement.

1. Understanding Your Audience

Before choosing the best advertising platforms, museums need a clear understanding of their target audience. Are they trying to attract families, tourists, history buffs, or students? Knowing your audience will help shape your messaging and the platforms you prioritize.

2. Key Digital Advertising Channels for Museums

Several digital channels are essential for museums seeking to engage with modern audiences. Below are the most effective ones along with real-life examples of museums using them:

a. Google Search Ads & Google Display Network (GDN)

Google Ads allows museums to target users searching for cultural experiences or specific exhibits. Google’s Display Network can showcase museum ads across millions of websites, expanding reach.

Example: The Smithsonian Institution has successfully used Google Ads to target tourists visiting Washington, D.C. By bidding on keywords like “Washington D.C. museums,” they drive traffic to their landing pages, where users can plan visits or purchase tickets.

Tracking ROI through Google Ads is straightforward due to Google’s robust analytics tools, which allow museums to track conversions, click-through rates, and other performance metrics.

b. Social Media Ads (Facebook, Instagram, TikTok)

Social media platforms are critical for museums looking to promote visual storytelling. Facebook and Instagram, in particular, offer museums the ability to run photo and video ads that bring exhibits to life.

Example: The Museum of Modern Art (MoMA) in New York ran an Instagram campaign that featured video clips from its exhibits, gaining wide visibility. Through Instagram Stories ads, MoMA highlighted current exhibitions, driving both engagement and ticket sales. TikTok is emerging as a new player, particularly appealing to younger audiences. The Rijksmuseum in Amsterdam used TikTok to create mini-tours of its collection, encouraging a younger audience to visit.

Social media platforms provide easy-to-use tracking tools for engagement (likes, shares, comments) and conversion metrics (link clicks, ticket sales).

c. Programmatic Advertising

Programmatic advertising allows museums to place ads across various websites based on user behavior. It helps target potential visitors based on their browsing history or past interactions with similar content.

Example: The Tate Modern in London has used programmatic ads to promote its exhibitions to art enthusiasts based on browsing behaviors and interests. This type of targeted advertising can be tracked efficiently, with clear insights into impressions, click-through rates, and conversions.

d. YouTube Ads

YouTube is an effective platform for museums to share behind-the-scenes footage, exhibit previews, and educational content in a highly engaging format.

Example: The Metropolitan Museum of Art (The Met) in New York leveraged YouTube to promote its virtual exhibits, combining educational content with paid advertising. This strategy increased engagement, and views for their virtual tours grew significantly during the COVID-19 pandemic.

YouTube ads can track views, engagement rates, and conversions, making ROI measurable.

e. Google Arts & Culture

This platform is specifically designed for cultural institutions, offering a free space to digitize and share collections. However, Google also provides paid options, allowing museums to boost visibility for their digital collections through Google Ads and Google Arts & Culture.

Example: The British Museum partnered with Google Arts & Culture to digitize thousands of objects, while also using Google Ads to promote virtual tours and exhibits. This not only drove online traffic but also increased in-person visits post-pandemic.

3. Optimizing Campaigns for Success

Museums should continuously monitor and optimize their campaigns. Here are some key tips:

  • Target Locally and Internationally: Use geo-targeting to reach locals, tourists, and international audiences, depending on your exhibit.
  • Leverage Retargeting: Show ads to users who have previously interacted with your website or social content but did not convert. This works well with Google Display ads and Facebook Pixel tracking.
  • Video Ads: Short, engaging video ads on platforms like YouTube and Instagram often outperform static images, especially for promoting immersive exhibits.

4. Tracking ROI and Engagement

Tracking ROI is crucial for museums to ensure their marketing dollars are well spent. Digital platforms like Google, Facebook, and Instagram offer detailed analytics dashboards where you can monitor:

  • Click-Through Rates (CTR): Measures how many users clicked on your ad.
  • Conversion Rates: Measures how many users took a desired action, such as purchasing tickets.
  • Engagement Metrics: Likes, shares, comments, and time spent on your content.
  • Visitor Growth: By integrating Google Analytics on your website, you can track how online advertising drives traffic to your site and compare that with foot traffic at the museum.

A great example of The Met’s digital strategy comes from Sree Sreenivasan, their first Chief Digital Officer, who led digital transformation efforts from 2013. Sreenivasan emphasized that technology must complement the visitor experience rather than overwhelm it. For instance, when launching the museum’s first app in 2014, he stated that the goal was not to “put the whole museum in your pocket,” but to offer tools tailored to visitor interests, such as tracking favorite artworks and upcoming events. Within two weeks of release, the app was downloaded over 100,000 times​.

The Met also leveraged social media to connect with audiences in new ways. Sreenivasan noted the importance of consistent engagement across platforms, which included creating unique hashtags for exhibitions. This strategy allowed visitors to share their experiences more easily and fostered an interactive relationship between the museum and its followers​.

These initiatives reflect The Met’s broader approach to integrating digital tools that enhance visitor engagement while making the museum more accessible to a global audience online.

5. Best Practices and Case Studies

To succeed in digital advertising, consider these best practices:

  • Leverage Seasonal Campaigns: Promote new exhibits, holiday events, or special cultural days.
  • Target Schools and Universities: Many museums, such as the Natural History Museum of Los Angeles, run digital campaigns specifically targeting educational institutions, encouraging field trips.
  • Encourage User-Generated Content: Invite visitors to share their experiences on social media, using campaign-specific hashtags. The Van Gogh Museum in Amsterdam has seen great success using this tactic on Instagram.

Take-Aways

Digital advertising offers museums an unparalleled opportunity to engage both local and global audiences. Whether using Google Ads, social media, or programmatic ads, these platforms provide actionable insights into engagement and ROI. By following these strategies and learning from the examples of successful museums, your institution can drive more visits and foster deeper connections with your audience.

 

Sources:

  • Smithsonian Institution’s use of Google Ads: source
  • MoMA’s Instagram Campaign: source
  • The Met’s YouTube strategy: source
  • The Met’s use of Digital Strategy: source
  • Columbia Business School – Digital Innovation at the Met: source
  • Tate Modern’s programmatic advertising: source
  • British Museum on Google Arts & Culture: source