While top-of-funnel (TOF) and bottom-of-funnel (BOF) ads that focus on interests, lookalikes, and retargeting, each play an essential role in any well-rounded campaign, there’s an overlooked event advertising tactic that can drive up return on ad spend (ROAS) by an impressive average of 49% — dark ads. Like our tried-and-true method of having artists comment on organic social media posts, dark ads give fans the personal connection they crave. A direct nudge from the performer about an upcoming show can feel like an exclusive invite to sit at the cool kids’ lunch table (talk about middle school redemption!). Fans love it when their favorite artist “speaks” to them directly—and they respond.
What Are Dark Ads? Why Are Dark Ads So Effective?
Dark ads are served from the artist’s Facebook and Instagram pages instead of from the event producer's social pages. They only target their social media fans and do not appear on timelines as organic posts. Event promoters can obtain advertising access to the artist’s pages, then craft ads from the talent's perspective and in their unique voice. Dark ads bring the authenticity and connection that fans crave.
Here are some key reasons why dark ads are so effective at turning browsers into buyers:
Trusted Source: Fans are more inclined to trust messages directly from the artist rather than from a third party. This trust can help drive faster and higher conversions. Think of it as getting a recommendation from a friend versus one from a stranger. Who are you going to listen to and believe?
Authentic Content: In a social media space flooded with ads, dark posts stand out due to their authenticity. They blend naturally with organic content, making fans more likely to engage. Fans know when something is genuine—so they’re far more likely to hit that “Buy” button if it feels like it came from the artist’s own thumbs.
Audience Targeting: No wasted impressions here; these ads go straight to the people who already have the artist’s poster on their wall or the latest album on repeat. By focusing solely on the artist’s core audience, this targeted approach saves time and gives ads a head start in reaching and converting potential buyers who already have a connection with the artist.
Do Artist Dark Ads Deliver More Ticket Sales?
After analyzing data from our venue, promoter, and festival clients, BEM found that adding dark ads boost ROAS by an average of 49% compared to campaigns that rely solely on interests, lookalikes, and engagement-based audience targeting. Talk about a small change that makes a huge impact!
Artist-driven dark ads don’t replace TOF or BOF ads—rather they amplify these other ads. Think of them as the “inside scoop” that brings fans closer to the artist, making each ad feel organic and driving stronger, faster returns. Let’s be real: who’s going to ignore a direct invite from the artist they love? Nobody!
Need help getting started on your dark ads? BEM is ready to help take your campaigns to the next level!