The campaign for Madonna’s tour marked Live Nation’s first global, end-to-end tour launch with Atlas, and it relied heavily on applications and mobile, including search, social and programmatic/video display channels.
Atlas was able to help ensure that the right creative was sent to the right devices, as well as giving Live Nation accurate data to formulate its strategy for similar campaigns in the future.
Atlas also pointed out that one of the top-performing channels during the campaign was the one for dating app Grindr, adding that if Live Nation had used a standard third-party platform to serve those ads, the results would have shown zero tickets sold.
In many ways, the music industry was the perfect launching pad for this discussion. As (Live Nation senior vice president of digital media Julia Heiser and Facebook head of ad tech and Atlas David Jakubowski) shared, not only has the prevalence of mobile devices reshaped decades-old consumer consumption habits (e.g., 41 percent of music fans played a song on their smartphone last year), it’s also changed the way fans shop for concert tickets. More than four in five concertgoers now have smartphones, and 93 percent use them to search for concert tickets. But two-thirds of concert attendees who open a Ticketmaster or Live Nation email on their smartphone still switch to a computer to make their purchase.
Not willing to risk potential ticket sales for one of the most popular live performers of all-time, Julia and the team at Live Nation enlisted Atlas’ people-based ad capabilities to promote Madonna’s 2015 “Rebel Heart” concert tour. The decision proved savvy: In the company’s efforts to reach core Madonna fans, it announced the tour with an app- and mobile-heavy campaign that included search, social and programmatic/video display channels. Due to Atlas’ targeting and measurement capabilities, Live Nation was not only able to serve the right audience on the right device at the right time–it was able to accurately measure the end result to inform future buys, as well. A post-campaign analysis revealed that by using Atlas, Live Nation was able to tie a whopping 66 percent increase in purchases back to mobile–a sales attribution that would’ve otherwise slipped through the cracks using cookies alone.
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