A global creative media agency had a specific challenge to address — sell tickets for a large-scale rock concert. Sounds fairly straightforward, right? Not exactly. The event wasn’t being hosted by a large venue, or a musician, or even a sports team. Instead, it was sponsored by one of the agency’s high-profile power-sports clients. With this in mind, the agency knew they needed an effective way to reach consumers outside of their client’s typical audience. Paid social and search efforts were starting to plateau, and they wanted a targeted new advertising solution that could drive ticket sales for the event. Looking for a performance channel that would produce meaningful results, they gave Connected TV (CTV) a try. With MNTN Performance TV, the agency was able to help their power-sports customer to exceed campaign goals — for the concert and beyond.
Media Agency Rocks Out With MNTN, Driving Ticket Sales for High-Profile Power-Sports Client
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Higher Return On Advertising Spend Than Goal
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Cost Per Visit
Objective
Sell Concert Tickets Within Specific ROAS and CPV Targets Via a New Performance Channel
With the concert coming up, the agency wanted to pack the venue, all while hitting their return on advertising spend (ROAS) and cost per visit (CPV) targets. To do this, they knew they needed to target audiences with a high likelihood of engaging with their ads. Performance had begun to stall across all other major marketing channels, and they were searching for an advertising solution to help combat this. Turning to MNTN to help them launch a new channel — CTV — the agency was able to drive meaningful performance by reaching audiences with a high propensity for purchasing concert tickets.
Solutions
Prospecting, Retargeting
Wanting to target customers outside of their power-sports client’s existing reach, the agency kicked off their CTV journey with Performance TV prospecting.
A key piece to their prospecting campaign strategy was precision audience targeting. To ensure success on this front, the agency took a couple of different approaches. First, they focused on in-market viewers, geo-targeting people in the state where the concert was taking place as well as in neighboring states. Next, the agency turned to MNTN’s unique audience suite to target consumers with interests that aligned with the event. With thousands of audiences to choose from, they honed in on segments like rock music fans and concert goers, people with an interest in the power-sports brand, and people who had previously purchased from them.
The agency also wanted to reach mid/lower-funnel audiences, so they concurrently launched a retargeting campaign. To engage with consumers who had previously shown interest in the event, they retargeted people who had visited the concert’s landing page but hadn’t bought tickets.
With effective audience groups in place, the agency relied on MNTN’s proprietary algorithm to drive the best results. Performance TV’s sophisticated technology used real-time data to automatically optimize campaigns to target audiences with the highest likelihood of purchasing a ticket.
The Results
Strong, Full-Funnel Performance
While selling concert tickets for a brand outside of the events space was a lofty challenge, with MNTN, the agency was able to hit a high note for its power-sports client.
After just three months of using Performance TV, the anniversary concert campaigns produced a ROAS that was 111% better than goal. Additionally, the agency drove an impressive CPV of $0.37. These results indicate that they were able to successfully reach viewers at multiple points in the funnel — delivering on both awareness and performance.
Because of this early campaign success, the agency used MNTN again to bolster their campaign with some last-minute performance. A month before the concert, they turned their Performance TV campaigns back on, resulting in a final surge in ticket sales — which ultimately contributed to the event selling out.
The agency’s power-sports client was more than pleased with these results — so much so that they gave the agency the green light to launch another Performance TV campaign. This time around, the campaign was more general. It focused on the power-sports brand as a whole, as opposed to concert promotions, and honing in on mid-funnel consumers. The agency and the client were happy with the digital performance results from this campaign, but it didn’t end there. To top it all off, many of the power-sports client’s brick-and-mortar stores reported a significant uptick in foot traffic after the concert, proving that campaigns like this can create a ripple effect.
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