TEC Direct Media
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Client:Rhino (WBR)/Linda Ronstadt
Date:April 16, 2015

Reaching New Music Fans With Programmatic

With today’s fragmented media landscape it can be difficult for music marketers to reach new music fans.  With digital advertising, it’s simply not cost-effective to solely advertise within music content sites or the sites you think your audience gravitates to.  SEO & SEM are straightforward, easy tactics but there are some great media strategies that reach new and undiscovered audiences.

Desperately Seeking New Fans

We often suggest our music label clients invest in highly-targeted programmatic campaigns to drive likely purchasers to their iTunes or Amazon album pages. The programmatic nature of these campaigns allows us to continuously analyze engagement data and adjust our audience targeting in real-time. These campaigns typically start out as a mix of relevant contextual site-specific placements, behavioral targeting segments and re-targeting visitors from the artist’s website. As the campaign runs, we refine our targeting with the ultimate goal of achieving the highest possible CTR (click-through-rate).

Define Behaviors

But here at TEC Direct Media, we’re not satisfied with just analyzing programmatic data and making the obvious adjustments. While this basic campaign optimization is a must for any programmatic buy – we strive to think outside-the-box and learn about where our audience really lives online. We are continuously combing through the data to find those unique segments and behaviors that define additional audience types and potential fans.

Use the Data

Here’s an example: We had been running a programmatic campaign for Linda Ronstadt which was already performing very well. Midway through the campaign we learned that the the President of The United States had honored her with the National Medal of Arts, and even mentioned in a televised speech that he, “had a little crush on her back in the day.”  News outlets from across the country reported on the speech and our client was eager to capitalize on the intense, but temporary hype.

Apply Learnings

We created a contextual site list of all news outlets that ran the story. We then acquired third party behavioral audience data focusing on democratic voters, liberal-leaning adults and those who read more liberal news outlets. By adding in these highly-focused tactics in the middle of the campaign, we were able to achieve a 300% higher CTR compared to the beginning of the campaign.