The Digital Media Quandary

AKA, in the lead into a just-published article about performance marketing, states they are having many conversations about how to “prove” whether digital marketing campaigns are working. It is widely accepted that attribution models and ROAS reports are flawed—these metrics do not reflect true unique conversions. The author acknowledges that measuring the impact of “paid media campaigns is challenging and complicated.” This is consistent with what we hear from theater marketers, the realization that the much ballyhooed “accountability” of digital media does not necessarily translate into ticket sales, but it does consume huge amounts of media dollars.

City Guide is a tourist-oriented show’s “safe” advertising investment, you know with 100% confidence you are reaching tourists who will be buying Broadway tickets.

• 125,000 hotel guests every week
  40+% report they will buy a theater ticket while visiting NYC*
  50+% of them rely on magazine content to choose the show for them*

*Three years of  reader surveys–2022, 2023, and 2024 (available upon request)

Do the math, this is a big opportunity. Are you getting your share of the $300,000,000**/year of tickets sales that are bought by visitors after they arrive in NYC? There is still time to reach summer tourists in City Guide. Bonus:  many of the readers are full price ticket buyers and go directly to the box office (they are more profitable sales). Act quickly before the summer tourist season ends.

**Broadway League Demographics Study

CEO
Davler Media/City Guide