Ticketmaster, the world's largest ticket sales company (and a Top 150 most-trafficked US site), was looking to optimize what events got promoted on their site and app, such as the Korn and Chris Stapleton listings below.
They knew that delivering the right event at the right time to the right person would not only deliver a better user experience, it would also drive more revenue. On top of that, adding promotions required the Marketing team to ask Engineering to make static changes to their web/mobile apps - which made it difficult to keep content fresh and prevent old events from being promoted.
So Ticketmaster decided to build their own internal promotions platform for optimizing and automating content placement. Below details that process, why/how they did it, and what the results were.
"The events promoted on our site used to be manually-managed and lacked real-time optimizations. We knew we could drive more revenue by promoting the right events at the right time."David Han, VP of Product
In designing their platform, Ticketmaster had a few key goals:
Alternatively, they estimated that building it entirely in-house would take a year, which was beyond the ideal time frame. Because of this, they partnered with Kevel, whose ad serving APIs made it easy to build the platform they wanted in weeks.
The internal promotions platform Ticketmaster built involved only backend changes. To the user, the layout of the page and app stayed the same, and the event listings looked and behaved like they did before.
Behind the scenes, though, they now had an easy way to automate what event listings appeared - as well as optimization tools that ensured only the most relevant and popular listings would be promoted.
Ticketmaster's Marketing team could now upload events into a UI (without needing Engineering), set targeting and budgeting rules, have the decision engine select the right events to show at the right time, and then see reporting on impressions, clicks, and more.
For instance, they can now:
"We built the exact internal promotions platform we wanted thanks to the vision of our internal team, our engineers, and Kevel's tools."David Han, VP of Product
Ticketmaster saw positive results immediately upon launching:
|Engagement rates||Click-through-rates and revenue increased substantially thanks to the optimization algorithm - as high as 600% on some category pages|
|Set-up times||Marketing didn't need to involve Engineering - leading to a 75% reduction in campaign set-up times (and less internal friction)|
|Launch date||Using Kevel they released this product in just weeks - letting them launch 9x faster than if they had tried to do it entirely by themselves|
"This new system allowed us to automate what events were displayed, which made launching campaigns easier and increased CTRs by as much as 600%."David Han, VP of Product
Ticketmaster's results highlight the importance of automating and optimizing what content gets shown on your app or site. If you're swapping out content manually, showing the same promotions regardless of a user's geolocation/past behavior/etc, and/or not using an algorithm to decide what content will drive the most engagement, then there's an opportunity for you to likewise build your own platform for serving in-house ads or internal content.
For instance, some example use cases include:
Have you built your own internal promotions platform? We'd love to hear from you!
Chris has worked in ad tech for over twelve years in a variety of roles - giving him customer support, PM, and marketing perspectives from both the advertiser and publisher sides. He's the VP of Marketing at Kevel.