It's visual. The picture alone is worth a thousand words about how much fun this concert would be. Not only is it on the beach, it was also taken on a gorgeous day and the stage looks amazing. Also, it clearly represents what to expect during the event, and it catches the eye as someone scrolls through their News Feed. (The beautiful ocean water definitely helps.)
It's relevant. The person who saw this ad is a fan of Kenny Chesney and has been to his concerts before. They're also originally from Florida, which is where this event takes place.
It provides an enticing value proposition. Since the image was taken on a beautiful day, it looks like an ideal place to be -- especially to those of us viewing it from our office desks. They also clearly tell you the cost of the ticket so you know before you click. (This is also good for the advertiser: By including the price, the advertiser allow users to self-select based on whether they can afford the ticket. If they can’t afford it, they won’t click through, thus saving the advertiser money on unqualified clicks.)
It has a clear call-to-action. The CTA is clear: "Buy." The advertisers also add urgent wording with the title “Time is running out!”, encouraging you to purchase your ticket now before it's too late.