And that may be just fine and dandy for shows that are in the middle of their marketing life cycle, when the odds are high that the viewer has seen a good chunk of impressions before viewing that online print ad we call banners.
You’re online, reading an article about something fun that a new show is doing, and up pops an ad for a new play. Do we really expect our customers to commit over $100 AND 3-4 hours of their lives (commuting time counts). Yet knowing that this conversion is such a long shot for most shows, we go for it anyway, like a stupid frat boy who thinks he’s going to get lucky just by telling people how much he can bench. Why not use your banners to get them to sign up to your email list, so you can drip marketing messages to them and get them to buy later?


That being said, you can always return a pair of pants — often free shipping both ways. But I think Broadway is missing a huge marketing opportunity in the hotel rooms where just about everyone is staying.
But I DO buy from emails that I get with discounted tickets, as well as some sites that specialize in discounted tickets. We stayed at the Hilton Doubletree and the video channel of broadway shows was so outdated, and the quality of the video was poor, that is really when most people are making the decision about what show to see that night, when they are sitting in the hotel, waiting to go to the TKTS window.
But, as a POV, the banner ad is most useful if it first draws them so they learn about the show.


I had a good experience last year, where we put every pr dollar into online marketing, ramped up with beguiling banner ad weeks before a SINGLE night event, and got a record 7MM clicks, and Bravo!




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