Clear
Channel Taps Yahoo! for Concert Push
Clear Channel Music Group (CCMG) is targeting Yahoo!
Music users by region to promote 150 summer season concerts.
The campaign comes in the wake of a mandate within the
company to increase online advertising, and one month
after CCMG placed a large ad buy and promotion with
America Online.
The online marketing push follows CCMG research finding
that nearly 70 percent of concert-goers said they go
online for information about upcoming shows and performances.
"Historically we've spent less than one percent
of ad budget online," said CCMG spokesman Faisel
Durrani. "There's obviously a gap between that
and our consumers finding out about concerts online
at a clip of 60 to 70 percent. There is a mandate [to
do more marketing online], and Yahoo! is one of the
pieces of that mandate."
One hundred fifty concerts will be promoted via banner
ads placed throughout Yahoo! Music. These will target
users based on ZIP code and demographic information.
Artists and groups getting play under the effort include
Eminem / 50 Cent, Warped Tour, Chicago / Earth, Wind
and Fire, the Allman Brothers, Motley Crue, Avril Lavigne
and Judas Priest.
In June, the company conducted a large banner campaign
and ticket sales promotion on AOL promoting Backstreet
Boys shows. Durrani said the company is also planning
to place online advertising with other regional and
national Web sites.
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