Live Nation, a live events promotion company that entered the programmatic arena last summer, has doubled down on audience targeting. The company this week announced the introduction of Fan Connect, a programmatic ad platform.
The company’s ultimate vision for the ad platform is to plug it into Live Nation’s venues and amphitheaters to allow out-of-home programmatic ad-buying across its video ad network.
Another component of Fan Connect is an audience-targeting offering that Live Nation will bring to programmatic advertisers. The Fan Connect database houses a claimed 112 million unique user profiles.
The profiles are comprised of five-plus years worth of data, Live Nation asserts, including Ticketmaster sales data (LiveNation acquired the ticket selling company in 2009), mobile beacon data from its venues and digital-out-of-home (DOOH) data.
“With data comes deep insights into what are Live Nation’s fans’ passion points,” a company representative asserted. “Want to reach sociable audiences? 58% of Live Nation’s country fans roll deep to shows -- over four tickets purchased per show,” the rep said.
The audience-targeting tech and programmatic ad platform give new meaning to the “right place” component of “right person, right time, right place” mantra.
“Live Nation is connecting its real-world experiences with stronger mobile engagements,” the rep said. “Everything from finding the shortest call line to being upgraded to the VIP area courtesy of a sponsor.”