Live Nation Poaches WPP Exec to Build Out Programmatic Ad Sales
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Concert promoter Live Nation Entertainment has hired a WPP executive to lead its nascent efforts around programmatic ad selling, which includes tapping its trove of consumer data.
Mike Finnegan was until this month director of product development at WPP’s programmatic agency, Xaxis. On Monday, he becomes VP-programmatic and product innovation at Live Nation, where he will help create ad products for its various digital properties and live events.
Live Nation Entertainment, which was created in 2010 with the merger of Live Nation and Ticketmaster, is the largest concert company in the world. It reported revenue of $2.8 billion for the first half of 2014, a 7% increase over the first six months of 2013. The company has recently looked to grow advertising and sponsorships — especially among brands trying to reach so-called millennials — where it generated $116.3 million in sales between January and June, a 4% increase from a year earlier.
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