Interactive marketing agency for Avenue A was named an online agency of
record for Ticketmaster Online-CitySearch.
Seattle-based Avenue A recently helped CitySearch launch into several new
markets with the benefit of advanced data measurement and analysis tools.
Since partnering with Avenue A in January 1999, CitySearch said it has had
great success driving traffic to its various market sites, as well as
launching new markets while sustaining an overall 3.5 percent click-through rate.
Now, Ticketmaster Online will pursue a
similar plan for online advertising.
“With
data at the center of our operation, we were able to deliver compelling
results for CitySearch. Ticketmaster Online’s choice to use Avenue A’s
services is a result of our work with CitySearch,” said Mike Leo, co-founder and vice president of marketing at Avenue A.
Seattle-based Avenue A said ad results will be tracked by both click through
and delayed response (people who do not click instantaneously but later
navigate to the site) to give accurate data on placement and creative
effectiveness.
These results will be applied directly to the online campaign
to eliminate placements and advertisements that do not perform up to
expectations.