Month: May

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Online advertising is the way of the future as far as concert promotion goes. 80% of all tickets purchased on Ticketmaster are done so online, yet concert promoters are only spending 2% of their total marketing budgets on online advertising for their shows. Live Nation is looking to give local concert promoters more bang for their advertising buck with their new service, eFan Finder. eFan Finder is a free reporting and tracking tool that is offered to local promoters of Live Nation events and is geared towards making advertising on the Internet more effective. It uses AdBrite, an Internet ad network, to customize ad campaigns. Promoters can enter in a demographic, city, and genre of music into the system and that will create an advertising profile that determines anything from which sites to place ads on to how big or what color the ad should be. This way, AdBrite places the ads for concerts on sites only fans from the event's city will see, giving promoters a break from paying high per-impression fees. The service also tracks how effective each ad is through impressions and click-throughs. When Live Nation launches their ticketing service, they will be able to see how many tickets are directly purchased as a result of the ads as well. Promoters can take ads off certain sites to put more on other sites that are getting higher response rates and traffic. Live Nation is using the service for its own online advertising, and has since increased its online advertising spending to 10% They plan on making the service available for national tours in the near future. The remaining question is how to make this service better for less tech-savvy fans and in areas where there are less Internet users.