SeatGeek, Ticketmaster Leverage Twitter to Boost Ticket Sales
Thursday, March 26, 2015
Internet Retailer (02/26/15) Dahlquist, April
SeatGeek and Ticketmaster are using Twitter's ad platforms to sell tickets to mobile consumers, employing such strategies as promoted tweets geared toward specific audiences. Over the past year, SeatGeek has used Twitter for assessing such metrics as who consumers follow, what they tweet about, their physical location, and where they shop, enabling the company to more effectively place ads. For example, SeatGeek can advertise a ticket to a Jay Z concert in Denver to a consumer who previously purchased a Jay Z album, follows the singer on Twitter, and lives within 90 miles of the venue. Seventy percent of SeatGeek's traffic now comes from mobile devices, compared to 45 percent last year, with a majority coming from smartphones, according to SeatGeek's Will Flaherty. He attributes this growth to SeatGeek's Twitter ads, noting 80 percent of Twitter’s active users are on a mobile device. Ticketmaster's John Loken similarly notes Ticketmaster's mobile website traffic has expanded significantly in the past several years, with 50 percent of traffic comprising mobile. Moreover, 18 percent of Tickemaster's tickets were sold on a mobile device, up 33 percent for the first nine months of 2014 over the same period in 2013. Loken says the company likely will focus on selling tickets for sporting events and concerts to leverage popular conversations on social sites.
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