Ticketmaster Targets Consumers With Home-Printed Ads

Share this article:
In April, consumers will not only be able to purchase concert tickets online and print them out on their home computers; they will also receive ads targeted to the specific city or town where the concert is taking place.


On Jan. 26, Ticketmaster-Online and CitySearch announced it has been testing the technology allowing consumers to purchase and print tickets to the theater, sporting events and concerts from home.


This service opens up a door to a new venue for advertisers. ìWhen you buy a ticket, it implies youíll be at the Springsteen concert on Thursday,î said Tom Stockham, executive vice president at CitySearch, Pasadena, CA. "[This gives advertisers] an 81/2-inch-by-11-inch sheet of paper where they can recommend a great restaurant or offer a discount for parking nearby, as well as directions which we can draw on from our CitySearch content."


This is an excellent example of how online entities can drive traffic to the offline world, said Stockham. "Most advertising on the Web is more about getting you to click someplace. This is an opportunity to drive foot traffic to physical establishments."


To prevent fraud, each ticket will have a unique barcode ensuring that only one consumer can redeem the ticket. Any printer that prints 300 dots per inch can use the service.
Share this article:
close

Next Article in Digital Marketing

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

News Byte: CX Scores to Take Their Place Beside Price Listings

News Byte: CX Scores to Take Their Place ...

E-commerce aggregator PriceGrabber will begin offsetting price info with service expectations.

Data Byte: Interactive Ad Revenues Exceeding TV for the First Time

Data Byte: Interactive Ad Revenues Exceeding TV for ...

At nearly $43 billion, interactive advertising revenues exceeded broadcast for the first time in 2013.

Marketers: Data Rich and Knowledge Poor

Marketers: Data Rich and Knowledge Poor

While advertisers have become incredibly data-savvy, the most difficult challenge remains causally linking that data to outcomes that really matter.