Promoting concert tours to fans on mobile has become a challenge for Live Nation in the cross-device era. Cookies aren’t supported on mobile, can’t move across devices and often expire or churn. And since two-thirds of concertgoers who open Ticketmaster or Live Nation emails on their smartphones switch to a computer before making a purchase1, it’s been difficult for Live Nation to measure the success of its mobile ad buys.
To verify that its ads were reaching fans of a major 2015 concert tour in the right place at the right time, the team at Live Nation turned to Atlas’ people-based ad serving and measurement for insights.
1Live Nation Mobile Behavioral Study (source provided by Live Nation)
Live Nation uncovered a massive 66% increase in sales attributed to mobile — a credit that would’ve otherwise slipped through the cracks by counting cookies alone. This finding proved the value of the company’s mobile marketing efforts to promote the concert tour.
Atlas’ post-campaign analysis also allowed Live Nation to compare the strength of each mobile channel in the campaign. One buy in particular yielded fascinating results. Popular dating app Grindr — a 100% mobile environment with no non-app components — finished as one of the campaign’s top performers. If Live Nation had served Grindr ads using a standard third-party platform instead of Atlas, final analysis would’ve reported zero tickets sold, and Live Nation would’ve had no way to gauge the success of this spend.
As digital thought leaders in the live entertainment space, we jumped at the chance to be early adopters of Atlas and their people-based marketing approach. So far, we’ve seen incredible results.Julia Heiser, SVP of Digital Media, Live Nation