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Ministry of Sound's online Christmas campaign to feature attribution tracking

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By The Drum Team, Editorial

December 12, 2011 | 2 min read

An online campaign for Ministry of Sound is set to break featuring attribution tracking to calculate how much video advertising contributes to record sales.

The Christmas campaign, created by Silence Media and the7stars, will use the tracking system for three key compilation albums in the run up to Christmas, and will allow Ministry of Sound to analyse which customer purchase the albums after engaging with the adverts.

The three albums are ‘The Annual 2012’, ‘XX Twenty Years’ and Anthems Alternative 80’s’.

Silence Media will use its premium expandable advert alongside their new widescreen format for the campaign, allowing fans to preview tracks before they buy.

Oliver Brown of the7stars, said; “It’s important that video banner advertising campaigns start using these direct response techniques to measure their impact on sales. We would always recommend rigorous tracking for our music clients.”

Jason Reed, the head of digital at Ministry of Sound Recordings, added: “It’s always crucial to ensure that our online campaigns are accountable. The attribution tracking implemented by Silence really helps to aid this process, and enables us to know where the audience is situated.”

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