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Why Live Nation Thinks Programmatic Can Take Over the Concert and Festival Scene

Thursday, July 30, 2015   (0 Comments)

Ad Exchanger (07/07/15) Hercher, James

Live Nation is betting programmatic technology will help generate additional revenue with the expansion of its ad tech capabilities into a holistic marketing platform. By acquiring Ticketmaster, Live Nation has an enormous volume of consumer data, and the company's Mike Finnegan says such data includes who the customers are, where they are going to be, and how many people will be accompanying them. "Because we have these owned and operated offline/online properties, it gives us a whole new way to target individuals across a variety of screens,” says Live Nation's Jeremy Levine. Finnegan notes Live Nation intends to leverage its ability to know where and when an individual will be in one of its venues or festivals. “We're using the kind of real-time, retargeting capabilities you find in the digital world to reimagine the concert and festival experience,” he says. Finnegan notes the company has been building out its Fan Connect platform, a digital out-of-home system that combines digital signage with marketing opportunities at its properties “through beacon technology, app activation, and networks of video screens.” Starcom MediaVest Group client Samsung is a flagship promoter on Live Nation's platform. “Our partnership with Live Nation allows us [to] reach our target audience across premium, relevant inventory throughout [Live Nation's] valuable array of properties,” says Starcom's Manya Kopelovich.


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