Business ROI Impact Representation for analyzing campaign performance for business ROI and Impact.

1. ASM Venues “Always On”
Performance and Possibilities

2. Customer Journey
2
TICKET
SALE
Dynamic Creative
Platform
Generic
Venue Ad
WWW
Rock Ad
WWW
Rock Event
Family
Ad
Rock
Sports
Family
ROCK
SPORTS
FAMILY

3. Premise:
Sell More Tickets
Use a top-of-funnel
venue branding
approach vs
individual event
marketing
Consumers attend shows at venues in their community
or close by– there is an attachment to a venue brand as
part of the community
The Always On Campaign plan:
Remind Consumers that the venue exists and prompt them
with emotional messages related to attending ANY live
event to drive traffic to the venue website to explore
options
Our goal is to activate the more casual event goer, not the
uber fan following individual artists and venue branding
ensures no competition with promoter
Customers do not always purchase upon first visit due to
the extensive coordination involved in attending events
When a user comes to the venue website and doesn’t
make a purchase - the system then retargets the user
dynamically with the creative for the event they touched
3

4. Ticket purchases for live events
have historically not been a
spontaneous decision.
Entertainment purchasing behaviors often require time for
consumers to weigh personal considerations aligned to
events and dates before making a final decision and
purchase transaction.
Reinforcing ticket sales requires applying reach and
frequency to build awareness and to stay top of mind
throughout the purchase consideration journey.
Always On Campaigns are designed to deliver multiple
impressions with the strategic use of audience targeting
schemes to fill and move consumers through the sales
funnel and to deliver greater returns on your advertising
investments.
4
Average Duration
First Impression to Conversion
Always On
Campaign
Venue
Sample
Size
Days Hours Minutes
Campaign 1 4,688 28 7 9
Campaign 2 858 27 17 54
Campaign 3 3,489 33 7 21
Averages 9,035 30 4 12
Sampled Averages
(2022, n=9,035)
Average Impression Frequency
(4.55)

5. Audience Targeting ensures
campaigns are reinforcing each
touchpoint in the purchasing
journey.
Supporting and complementing each targeting tactic, each
impression is calculated to move the consumer effectively
through each funnel stage for awareness, consideration
and purchase.
Designed to be synergistic in design, Always On
Campaigns are optimized for targeted audiences delivering
impressions for maximum ROAS and business ROI.
In particular, contextual, dynamic creative and remarketing
impressions move audiences deeper into the funnel who
may be on the fence in their decision making resulting in
higher conversion percentages and ticket sales.
5
Average Duration
Audience Targeting Behaviors
Always On
Campaign
Targeting
Sample
Size
Days Hours Minutes
Remarketing 4,864 29 11 20
Contextual 108 28 21 25
Audience
Targeting
6,185 26 20 15
Sampled Averages
(2022, n=11,157)

6. Event Categories and Genres
often (and will) perform at varying
levels based on socio-environmental
and market centric nuances.
Strategically investing in paid media ensures each and
every event, regardless of event type or genre is
maximized fully for business returns.
Always On Campaigns are designed to deliver an ROI
based on the event category and/or genre aligned to
audience affinity and contextual targeting.
Each media impression is assured to reach audiences
based on consumer interests and online behaviors.
Furthermore, campaigns are continually optimized to
ensure investments made generate the greatest profits
possible based on real-time media performance.
6
Average Duration
Event Genre Behaviors
Campaign
Targeting
Sample
Size
Days Hours Minutes
Arts 199 38 10 5
Comedy 727 33 7 36
Family 596 25 23 21
Festivals 26 46 12 22
Motorsports 157 27 16 37
Music 5,981 30 19 51
Sports 461 30 6 51
Sampled Averages
(2022, n=8,147)

7. 7
Impressions to Conversions
Campaign Performance Benchmarks
Always On Campaign
Benchmarks
Sum of Impressions Sum of Orders Sum of Tickets Imp/Conv (Orders) Imp/Conv (Tickets)
Factory 8,310,693 3,421 7,886 2,429 1,054
Gila 9,228,027 4,752 11,874 1,942 777
Honeywell 4,247,033 847 2,477 5,014 1,715
Totals 21,785,753 9,020 22,237 2,415 980

8. Always On Campaigns
consistently deliver business returns on media
investments.
8
Always On Campaigns ensure brand venue awareness
is heightened at moments in time consumers are either
seeking or have an affinity for entertainment.
Campaigns are designed to pull consumers through the
purchasing sales funnel as audiences engage with your
paid media.
Event specific awareness is further reinforced via
retargeting audiences predisposed for interest in specific
events.
Campaign benchmarking reveals that with sustained
investments, business returns (ROAS) remain attractive
and are positioned to exponentially grow as new post-
pandemic baselines begin to return to established
historic consumer behaviors.
1728%
1155%
586%
573%
352%
132%
2301%
1507%
718%
Primary Secondary Tertiary
ROAS (Sales) ROAS (Ancillary) ROAS (Total)
Post Pandemic Business Returns by Market Size ROAS

9. Always On Campaigns
consistently deliver business returns on media investments.
Since July 1, 2021 our Always On venue clients have spent
$101K and have sold $1.61M in tickets…
with an ROAS of 1591%!
9

10. Always On Campaigns
baseline benchmarks reveal campaigns are delivering
results.
10
Campaign Spend Impressions Clicks CTR Orders Tickets eCVR
Order
Revenue
Ancillary
Revenue
Total
Revenue
Order
ROAS
Ancillary
ROAS
Total
ROAS
Campaign
# 1
$37,278.14 8,310,693 4,652 0.06% 3,421 7,886 73.54% $463,486 $149,834 $613,320 1243% 402% 1645%
Campaign
# 2
$43,291.52 9,228,027 11,741 0.13% 4,752 11,874 40.47% $1,037,500 $315,189 $1,352,690 2397% 728% 3125%
Campaign
# 3
$20,317.81 4,247,033 3,084 0.07% 847 2,477 27.46% $104,120 $0 $104,120 512% 0% 512%
Totals +
Averages
$100,887 21,785,753 19,477 0.09% 9,020 22,237 46.31% $1,605,107 $465,023 $2,070,130 1591% 461% 2052%
*Jul 2021 - present

11. Always On Campaigns
proved its inherent value and delivered attractive business
returns
throughout all Pandemic stages.
Pre-Covid Covid-Delta Post-Covid Omnicron
ROAS 6821% 2808% 1100% 1926%
Total ROAS 8404% 3496% 1419% 2486%
ROAS Business Return | Pandemic Stages
Overall, the pandemic influenced societal
behaviors. Now as the pandemic begins to
wane, erratic behaviors are subsiding and there
is a gradual trending pattern where consumers
are beginning to return back to pre-pandemic
norms.
Even in the down period during the height of the
pandemic and the fear of social gatherings,
event marketing and ticket sales was still able to
capture attractive business returns.
The future looks promising with plenty of
potential for up growth and enhanced business
profits.
Pre-Covid
Covid-Delta
Post-Covid
Omnicron
May 2019 – Feb 2020
Mar 2020 – Jun 2020
Jul 2021 – Nov 2021
Dec 2021 – May 2022
2940% 3914%
363%
1881%
Mar Apr May Jun
Covid-Delta Period Campaigns
*2020 | Jul – Sep: marginal campaign activity not benchmarkable

12. Always On Campaigns
deliver both primary and secondary sales.
Since July 1, 2021 Always On venue clients had
primary sales of more than $2.2M supplemented with an
additional $240K categorized as secondary sales.
-- 10% of all ticket sales --
can be attributed for resale
12

13. Always On Campaigns ensures
campaigns are always optimized for
best performance.
Campaign optimization techniques vary and include both
platform AI and established analytics best practices. One
technique is whitelisting. Strategically, white and black
listing websites for ad impression delivery based upon each
site’s performance is one of several optimization
techniques used to enhance overall campaign
performance.
As a best practice, Always On Campaigns are routinely
analyzed and optimized for media spends aligned to the
site delivery variable as a key performance indicator.
As an example, the Top 10% sites can account for 60% or
more of all revenue. Conversely, the Bottom 10% may
account for just 1% of all revenue.
This is a very common occurrence and reinforces the value
we apply in analytics to adjust media spends inflight as part
of our optimization best practices to ensure campaigns are
always maximizing returns on investments.
13
Top 100 Websites
(Ticket Sales Rankings)
1 genius 26 newsweek 51 ksdk 76 dailymotion
2 msn 27 howtogeek 52 xxlmag 77 quizlet
3 stltoday 28 pcgamer 53 people 78 cnn
4 abc15 29 people 54 espn 79 tucson
5 foxnews 30 genius 55 msn 80 cnn
6 zillow 31 12news 56 bobvila 81 tomshardware
7 yourdictionary 32 gamerant 57 healthline 82 sportzbonanza
8 screenrant 33 fandom 58 wordfind 83 azcentral
9 msn 34 realtor 59
washingtonexamin
er
84 wikihow
10 cinemablend 35 kmov 60 theblaze 85 poki
11 tmz 36 signupgenius 61 yourtango 86 twentytwowords
12 foxnews 37 dailydot 62 coolmathgames 87 bravotv
13 usssa 38 krazycouponlady 63 totalprosports 88 nypost
14 looper 39 reference 64 space 89 lovetoknow
15 quizlet 40 gamesradar 65 buzzfeed 90 buzzerilla
16 livescience 41 thegamer 66 dotesports 91 factinate
17 imore 42 nickiswift 67 fox2now 92 foxnews
18 mashed 43 weather 68 washingtonpost 93 usmagazine
19 zillow 44 picuki 69 cbslocal 94 heavy
20 techradar 45 weather 70 wattpad 95 spotrac
21 espn 46 theblast 71 investing 96 twentytwowords
22 tomsguide 47 12up 72 thedailybeast 97 ebaumsworld
23 yahoo 48 whattoexpect 73 thelist 98 maxpreps
24 usmagazine 49 the-sun 74 yahoo 99 usatoday
25 nypost 50 si 75 progameguides 100 hollywoodlife

14. Identified for ticket sales in particular,
the Top 10 revenue websites include...
14
1 genius.com 3 foxnews.com 5 yourdictionary.com 7 tmz.com 9 espn.com
2 msn.com 4 zillow.com 6 screenrant.com 8 quizlet.com 10 people.com

15. Always On Campaigns
use varying audience targeting strategies for optimal
performance.
2693%
7997%
2304%
Audience Targeting Dynamic Creative Remarketing
Audience Targeting ROAS Benchmarks
Moving consumers through the
purchasing sales funnel requires a
combination of audience targeting
techniques to reach mass audiences at
scale and to deliver optimal business
returns.
Always On Campaigns leverage best
practices for both prospecting and
remarketing using a mix of first, second
and third party data.
Banner impressions are delivered based
on affinity, contextual and dynamic
creative ensuring campaigns resonate
and appeal to the largest audiences
possible at the highest levels.
Audience targeting works as a synergistic
system to deliver the greatest campaign
ROAS.

16. 2943%
2360%
4507%
2195%
1563%
2137%
1721%
1088%
Always On Campaigns
are continually optimized to achieve the greatest returns.
Once our campaigns are activated, we allow the platform AI algorithm to optimize before manual adjustments are made. This ensures
each ad serving platform is given sufficient time to machine learn the best optimal campaign delivery scheme.
Over time, as campaigns begin to mature and impression frequencies rise, there is always a need to recalibrate the platform by
making adjustments to the campaign.
These human intervention adjustments are identified through the continuous analysis of campaign performance analyzing and
modeling a combination of optimization measurement variables focusing on KPIs that drive business returns and ROAS.
Through human intervention, campaigns are routinely adjusted for optimal spends aligned to any number of campaign performance
execution variables including alignment of channel, audience, creative spend and more.
Typically, platform optimization will occur over the first 60-90 days (shorter for some campaigns) with the need for human intervention
required when the campaign begins to signal lesser performance. To maintain optimal campaign performance, this becomes a
cyclical process of defining campaign execution parameters, allowing the platform to optimize and then realigning execution
parmaters for optimal sustained performance. Thisd is a key management practice for Always On Campaigns to ensure performance
is always optimized for the best possible results. No two campaigns are alike, thus necessitating the need for continuous analysis and
modeling.
Oct 21 Nov Dec Jan 22 Feb Mar Apr May
* Representation | 2021-22 | Oct – May: aggregate benchmark performance representing 90-day interval requirements for campaign adjustments and optimization.

17. Thanks for the time to chat
about how we can help.