Feld Entertainment is the global leader in producing and presenting live family entertainment experiences such as Disney on Ice and Monster Jam. Their objectives for this campaign was to track revenue associated with ticket purchases online while driving a more efficient CPA on a market-by-market basis.
The first two weeks of the campaign focused on driving reach among the target audience and traffic to the website, in an effort to build retargeting pools. The Exchange Lab also leveraged 1st party data, building custom audience segments based on sales data provided by events from previous years. As campaigns in each market progressed, spend was shifted to retargeting.
On average, campaigns in each market were four weeks in length. Investment across each market was managed strategically knowing that ticket sales increase significantly as event dates approach so it was key to ensure spend increased in the back half of each campaign.
Five DSPs were engaged throughout the campaign and successful tactics included site retargeting, as well as weather sync.
A multi-platform approach tapping into the strengths of the top DSPs in market offered FELD the ability to have their media spend adjusted in real-time to the best performing platforms, ensuring the most valuable impressions with the best quality inventory were reached.
The Exchange Lab achieved an average eCPM of $4.50 and an overall CPA of $30. Campaign results have led FELD to invest more ad dollars that were previously spent on their TV budget towards digital.
Best performing sites were daily news and entertainment sites
Tuesdays were the best performing day of the week by far, with ticket purchases up by 38%, Revenue up by 56% and CPA was lower by 19% vs the average of other weekdays
While Toronto drove the bulk of the revenue, Hamilton actually had the highest average order size (at $103)
42% of the total ticket sales occurred from 2 PM – 8 PM peaking at 5:30 PM
Performance efficiency with retargeting was very strong driving 60% of all conversions with only 27% of the spend
Creative sizes specific to mobile outperformed standard sizes within device targeting
“We began our partnership with The Exchange Lab for their truly multi-platform approach and to gain valuable insights. Working with their strategic and service-driven teams we have consistently been able to achieve more efficient CPAs on a market-by-market basis in addition to discovering insights that have become integral to our marketing strategy”
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