Last month I had the opportunity to hear Michal Lorenc, Head of Industry for Ticketing & Live Events at Google, give a keynote talk at the INTIX conference in Baltimore. (Who knew Google even had someone thinking about the ticketing industry?)
Google analyzed the behavior of its customers related to the ticketing industry, and the findings reaffirm many things I’ve been writing about for years. However, hearing this directly from the source was inspiring, and the presentation provided a wealth of interesting (and often staggeringly surprising) data that is relevant for all of us. Here are a few highlights:
Video Motivates: Google found that people who engage with a sports team on YouTube, and watch five or more of that team’s videos, are four times more likely to buy tickets to one of the team’s games. I’ve long been advocating the increased use of video as a driver of interest, and this 400 percent increase is a data point worth paying attention to!
Digital Advertising at a Tipping Point: Lorenc shared data from eMarketer predicting there will be some $219 billion of ad spending in the United States in 2018, of which digital will be $94 billion. That number dwarfs advertising spending on television, which is dwindling and now projected to be just $72 billion. How much digital advertising does your organization do?
The March to Mobile: Lorenc offered these data points to emphasize the continued importance of mobile:Read the Article
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