Professional Sports Team
A professional sports team wanted to sell more tickets, so it ran two MNTN Performance TV campaigns in parallel over a single 30-day window: prospecting to reach new households, and retargeting to convert visitors to the ticketing site who did not check out.
Each campaign was held to its own return on ad spend (ROAS) goal, set before launch, and both cleared theirs.
1.5x
vs. Prospecting ROAS Goal
5.5x
vs. Retargeting ROAS Goal
$11.30
Blended Cost Per Ticket Order
1199
Ticket Orders in 30 days
24696
Visits to Ticketing Site
Objective
Every empty seat at a live event is lost revenue, whether a venue, a promoter, or a team is selling the tickets. And a ticket has a hard expiration date. A pair of shoes can sit in a cart for a month and still sell; a seat is worth nothing once the game starts. That deadline raises the stakes on every part of the funnel, and it means the pool of people who’ve shown interest needs refilling far more often than it would for a typical retailer.
Owned channels like email do reliable work with fans who are already paying attention. The bigger opportunity is the much larger group who’d show up if they knew about the game, and those people live outside the list. To fill its venue, the team needed a strategy that widened its audience and measured that reach in ticket revenue, not impressions.
Solutions
Related Case Studies
Learn how to better drive performance for your digital campaigns with this full-funnel solution.
Sign Up Now