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Music & Advertising Flip That $#!t

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Advertising and Music. Music and Advertising. As the music industry transitions and flips from a mainly physical/download business to a streaming/subscription business so do associated industries like advertising. The panel discussion will explore how digital marketing and advertising techniques and strategies have greatly shifted as the music industry shifts from driving a product to driving engagement. Together our panelists have been exploring, experimenting and developing new techniques and strategies to create engaging content that serves as an advertising vehicle ultimately driving engagement with music.

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Music & Advertising Flip That $#!t

  1. 1. FLIP THAT $#!t
  2. 2. ▪ As the music industry transitions from a mainly physical/download business to a streaming/subscription business so do associated industries like advertising. ▪ Digital marketing, advertising strategies and techniques have ‘flipped’ and shifted from a purely click rate model to an engagement model. ▪ These panelists have been exploring, experimenting and developing new techniques and strategies that ultimately drives engagement with music. ENGAGEMENT = ENGAGEMENT
  3. 3. Moderator: Annie Ortmeier VP, Marketing – Digital Accounts UMG Nashville Panelist: Kim Pham Sr. Account Director DASH TWO Panelist: Jeppe Faurfelt CCO Linkfire Panelist: Tony Grotticelli VP, Digital Marketing UMG Nashville
  4. 4. Objectives have changed . . . How and why? ▪ From one song to full playlists ▪ Email targeting vs. fan engagement ▪ ‘Like Artists’ to ‘Similar Audiences & Interests’ ▪ Linkfire: One platform, all partners ▪ RE-Marketing
  5. 5. Click Service Selected Sample Played Dwell Time Pageview / Bounce Service Visit Song Download Playlist Stream Other Products FULL FUNNEL TRACKING & ATTRIBUTION
  6. 6. Click Service Visit ConversionLanding Page EVERY INTERACTION CAN BE TARGETED AS AUDIENCES . . .
  7. 7. RETARGETING: Adapting the message and the creative to the audience & context. Audience 1 Target fans of the artist, related artists and retarget the “bounced” Audience 2 Retarget visitors who previously clicked through to a service Audience 3 Target a scaled audience based off visitors who have a shown purchase intent Audience 4 Driving known fans - audiences 1,2,3 … to buy concert tickets
  8. 8. CLICK-THROUGHS SALES (ITUNES) STREAMS (PANDORA) LINKFIRE REPORTING
  9. 9. ▪ Linkfire Segmentation ▪ Page Engagement ▪ Video Views, drilling down on % watched ▪ Lookalike audiences off of high engagement buckets Retargeting 2016 2017 % change CPC $0.30 $0.22 -26.7% CTR 1.80% 2.50% 38.9%

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