fb Touts large Atlas cell Attribution Success For reside Nation’s Madonna Tour

last September fb rolled out Atlas, a mobile advert serving platform that takes intention on the attribution problem — the truth that finding and tracking customers is getting tougher on account of how individuals are bouncing from instrument to software, from telephone, to tablet, to personal computer and again once more.

Atlas tackles the difficulty with a mixture of facebook and other on- and offline knowledge sources, touting “people-based totally advertising” and downplaying cookies, the digital marketing business’s dominant monitoring way. fb’s story is that cookies inform simplest half the story, in view that they can’t establish folks once they swap gadgets.

as of late fb provided evidence that Atlas is working. reside Nation, the main U.S. concert producer, turned to the platform for a cell- and app-heavy marketing campaign to advertise Madonna’s 2015 “rise up heart” live performance tour. Going cell was a natural strategy for live Nation; the company has inner data showing that 93% of concertgoers use smartphones to seek for tickets however two-thirds of concert attendees who open reside Nation or Ticketmaster electronic mail on their telephones change to computer systems to make purchases.

using Atlas for the Madonna tour campaign, are living Nation used to be able to tie a 66% elevate in purchases to mobile, an attribution, facebook mentioned, that wouldn’t were that you can imagine using cookies by myself. reside Nation additionally used Atlas to serve Madonna advertisements to the courting app Grindr — with world broadcast messages and banner ads — and the one hundred% cell app was once one of the campaign’s top performing channels. Such results would were invisible the use of conventional measuring tools.

“The cookie simply isn’t cutting it anymore,” facebook’s head of advert tech David Jakubowski stated on the Cannes Lions merchandising competition as of late right through a presentation of the implications.

are living Nation is certain. The Madonna marketing campaign was once the corporate’s first “world, end-to-finish” tour launch the use of Atlas. It now could be using the platform to measure and analyze the rest of its tours.

in regards to the author

Martin Beck

Martin Beck is third Door Media’s Social Media Reporter, protecting the latest news for marketing Land and Search Engine Land. He spent 24 years with the la occasions, serving as social media and reader engagement editor from 2010-2014. A graduate of UC Irvine and the university of Missouri journalism college, Beck started started his career on the instances as a sportswriter and copy editor. follow Martin on Twitter (@MartinBeck), fb and/or Google+.

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