We Promoted A Different Show Everyday for a Month

Over 37 days in June and July 2024, we executed 37 ad campaigns promoting various tour dates through our entertainment brand, b00st.com. These events ranged from intimate club performances to major festivals. Our strategies were tailored to each event, varying significantly based on the size, artist, and target audience. Whenever possible, we deployed ads across Meta, Google, and TikTok, with real-time optimization to maximize effectiveness.

Here’s What We Found 

Devices 

As expected, mobile dominated traffic sources, with 92% of our campaign clicks coming from mobile and only 8% from desktop devices. This high mobile usage underscores the importance of optimizing ads for mobile platforms to enhance user experience and increase engagement rates.

Creative 

Video creatives consistently outperformed static imagery. Videos captured more attention and engagement, leading to higher click-through rates and conversions. Given the dominance of mobile traffic, it's crucial to supply vertical video content to match user behavior and platform preferences.

Placement 

The often-overlooked Facebook Feed proved to be a valuable placement, especially for audiences older than Generation Alpha. It remained a strong channel for ticket sales, demonstrating the enduring power of traditional social media feeds. Vertical video is also essential on Facebook Feed.

Performance Metrics 

On average, it costs $0.45 for a fan to click a link to buy tickets. To reach 1,000 people online, it costs approximately $7.11. About 3.32% of people reached via ads clicked the ticket link, generating a click-through rate of 3.32%.

Deep Dive 

Tracking and Attribution

Performance marketing for shows can be as effective as e-commerce when set up correctly, but the numerous ticket providers with different tracking methods make it cumbersome. Not every artist and team has a developer to integrate tracking and attribution properly, which can hinder the process and effectiveness of campaigns. For time-sensitive shows with many tickets to sell quickly, getting ads up fast is often more important than perfect tracking.

Audience Targeting 

We found that highly specific audience targeting significantly impacts ad performance. Campaigns targeting niche interests or fanbases yielded higher engagement rates and lower costs per click. By leveraging data on fan preferences and behaviors, we tailored messaging to resonate more deeply with each segment.

Ad Timing 

The timing of our ads played a crucial role in their success. Ads deployed during peak engagement times, such as evenings, saw better performance metrics. Additionally, running time-sensitive promotions, like early bird ticket discounts or special sales, created a sense of urgency that drove higher click-through rates and conversions. During this 37-day run, the 4th of July sales window was the most significant, generating the highest single-day sales across all shows.

Geographical Performance 

Going wide versus narrow often makes the difference between success and failure. Some fan bases have an affinity for traveling far, and when casting a wider net during A/B tests, it’s crucial to monitor the performance of markets farther away from the venue than a few miles.

Here’s How We Sold 1,000,000 Tickets Per Show

Just kidding, we didn’t quite sell a million tickets, but we've gained a wealth of insights. Also, there isn’t a venue that sells a million tickets, right?

Mobile devices dominated traffic with over 90% of clicks, emphasizing the need for mobile-optimized content. Video creatives outperformed static imagery, particularly when formatted for vertical viewing.

The Facebook Feed proved to be a valuable placement, especially for older audiences. Performance metrics showed an average cost per click of $0.45 and a click-through rate of 3.32%.

Effective audience targeting and strategic ad timing, such as during peak engagement times and special promotions, significantly enhanced campaign success.

We can't wait to do it all again this Fall. Stay subscribed, and if you have any questions, drop us a line at team@tincre.com.