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Priscilla Queen of the Desert taps mobile banner ads to increase ticket sales

August 19, 2011

Broadway musical “Priscilla Queen of the Desert” is letting on-the-go consumers buy tickets to its show via targeted mobile banner ads.

The mobile banner ads are currently running within Pandora’s platform. The ads lead users to a mobile-optimized page where they can tap to buy tickets no matter where they are.

“The trick is placing the mobile ads for maximum response rate and then designing the call to action so that consumers know that by clicking the ad then will be able to buy tickets via their mobile phone,” said Wilson Kerr, Boston-based location-based services consultant.

Mr. Wilson is not affiliated with the company. He commented based on his expertise on the subject.

“Priscilla Queen of the Desert” did not respond to press inquiries.

Musical mobile
When consumers  click on the mobile banner, it redirects them to a mobile page where they can purchase the tickets.

“Mobile offers powerful advantages over traditional print-and-mail ticketing, since costs can be dramatically reduced,” Mr. Kerr said.

“Mobile redemption can occur via mobile bar code or via the delivery of a page link by SMS to an order confirmation page with an order number that can be called up at will call booth,” he said.

“Mobile ticketing allows the traditional conversion funnel to be compacted, since the link between intent and conversion is very rapid, and it can be tracked so that campaigns can be refined in real-time for maximum return.”

Target audience
Running mobile banner ads within Pandora is a good fit for the Broadway musical as it reaches their target demographic on a device that they carry on them 24/7.

“Obviously an ad for a musical on a mobile app that delivers music makes sense, especially if response rates can be linked to what song is playing, where the device is located and other metrics, such as time of day,” Mr. Kerr said.

“There are many companies after this lucrative space, as barcode scanning technology is already in-place at most large-scale event venues,” he said.

“Because of this, mobile is poised to add convenience for consumers and save those in the ticketing business a lot of money, due to increased efficiency and the ability to track redemption.”

Final Take
Lauren Johnson is editorial assistant on Mobile Commerce Daily, New York

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