Concert promoter Live Nation and online ad network AdBrite have entered into a interesting, multi-year partnership that creates a platform for Live Nation’s online advertising — with a distinctly local focus. Live Nation does lots of local advertising in traditional media and is now moving some of those dollars online.
The new AdBrite powered portal is called “Live Nation eFan Finder” and it allows band managers and local Live Nation salespeople to see local online ad placements and track the performance of those ads. Below is a screenshot of the dashboard for one campaign:
The ad placements/inventory and targeting capabilities come from AdBrite’s network, which include geographic and demographic options (as the campaign above suggests). According to the release, “Live Nation’s local marketers are able to easily create and place tailored ad campaigns for the company’s concerts, utilizing geo-targeting and other advanced matching technologies to connect with music fans on AdBrite’s network of 50,000 web sites.”
AdBrite’s marketing VP Paul Levine, who previously ran Yahoo! Local, made the very interesting point to me that in addition to providing greater transparency than other ad networks this helps to solve a problem that plagues local online advertising. Local/SMB advertisers want to see their ads, which is difficult in a dynamic online environment, and this addresses that challenge: advertisers can see the creative and precisely where the ads are running.
If you think of these band managers and local salespeople as SMBs, or franchisees in a sense (vis-a-vis Live Nation), you start to see how this model for AdBrite has potentially broader applications and implications.