AdBrite, Live Nation Ready To Rock Your Summer
ADOTAS – Just in time for the summer concert rush, Live Nation and AdBrite are making it easier for interactive advertisers to reach music fans online. The companies launched Live Nation eFan Finder, a proprietary service that helps Live Nation concert promoters, artist managers and agents track and view the performance of Live Nation’s online advertising campaign.
The service will track thousands of shows it produces and markets all over North America each year. While more than a third of concert-goers learn about shows online, only a tiny fraction of the concert industry’s ad budget is spent online. Live Nation eFan Finder is a completely new service that takes campaign performance tracking to a new level, AdBrite said.
“The idea and service is a new one, and came from Live Nation’s use of AdBrite’s ad marketplace over the past year,” Jim Benton, vice president of sales for AdBrite, told ADOTAS. “Live Nation eFan Finder takes this a step further by answering a key question that we often get asked – ‘where are my ads running, and how are they performing?’ We’ve built a custom system that allows Live Nation to administer the campaigns centrally, but allows local band agents, managers and promoters (and even artists) to see detailed reporting on the on-line promotion that Live Nation does on their behalf.”
While the idea is fairly straightforward, AdBrite said this is the first time Live Nation will break out of the traditional ad campaign model that most concert promoters still use: “Local marketers want to confirm, and easily see, where their ads have appeared,” Benton explains. “Historically, they have used traditional media like radio, newspaper and outdoor. With those media, even if ads are pricey relative to performance, there is the psychic benefit of being able to see/hear your ads. With online, local marketers know conceptually that they need to be there, but actually seeing where the ads run has been a big hurdle. Now, with Live Nation eFan Finder, local marketers and band agents and management can see all the detail and better understand that online marketing is real, touches users and drives results.”
Jackie Wilgar, senior vice president, national marketing and promotion, Live Nation, said they will use the service to “maximize our advertising spending, where we find our consumers.”
While Live Nation doesn’t have any plans to toss traditional advertising overboard, the company is ready to capitalize on the fresh new terrain online. “We will be wherever music and concert fans tell us they are finding out about artists and shows,” Wilgar said.
Among the concerts being promoted: Dave Matthews Band, George Michael, John Mayer, Kid Rock, Motley Crue and Journey.
The AdBrite marketplace reaches 85 million U.S. monthly visitors, serving ads on nearly 1 billion page-views a day. Live Nation has the most comprehensive concert search engine on the Web.
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