Ticketmaster increases revenue by optimizing what events users see
The leading ticketing marketplace capitalizes on targeted internal promotions
600%
More event views
$1MM+
In engineering cost savings
10x
Faster MVP Launch
What Ticketmaster Wanted
Ticketmaster, the world’s largest ticket sales company, had a homegrown, manual solution for deciding what events users saw on the homepage and category pages.
As Ticketmaster scaled, however, it became tougher to manage this process. Not only did the marketing team have to ask engineering to make changes, but it also didn't incorporate real-time information like what was selling well.
Unfortunately, fixing this problem wasn't easy. They didn't have the resources to build a new solution, and no CMS or standard ad server could provide the flexibility they needed.
So Ticketmaster turned to Kevel's APIs to easily augment their internal promotions platform. With Kevel, Ticketmaster added all the features and automation they were looking for, allowing them to show the right events to the right user at the right time (and drive more revenue).
Real-time optimizations pick the events most likely to drive a purchase
By incorporating info like past behavior, context, and what events were selling well, Ticketmaster ensures their users see just the events they may be interested in.
Outcome:
- 600% more event clicks and views
- 200%+ increase in revenue from homepage listings
- First-party data and contextual targeting ensures relevance
With Kevel we built the exact internal promotions platform we wanted. No other solution could provide this flexibility.
VP of Product, Ticketmaster
Full backend, server-side integration
All of the Kevel-powered internal promotions are white-labeled and the decisions are requested server-side — giving Ticketmaster total control over how the promotions are displayed.
Outcome:
- Kevel-powered events look exactly the same as before
- API response times as low as 50ms, even at scale
- Ticketmaster built this bespoke platform in just weeks
curl -H 'Content-Type:application/json' \
-X POST \
-d '{"placements":[{
"divName":"div1",
"networkId":23,
"siteId":667480,
"adTypes":[5]}],
"user":{"key":"abc"}}' \
\
https://e-23.adzerk.net/api/v2{ "user": { "key": "abc" },
"decisions": {
"div1": {
"adID": 1234567,
"creativeID": 7654321,
"flightID": 9876543,
"campaignID": 3456789,
"clickURL": "https://e-123.kevel.co...",
"imageURL": "https://e-123.kevel.co...",
"height": 250,
"width": 300,
...
}
}
}Before Kevel, the events promoted on our site were manually-managed. Kevel's APIs enabled us to automate the process, which made launching campaigns easier and increased CTRs by as much as 600%.
VP of Product, Ticketmaster
Automation made everyone happier
The marketing team no longer needs to ask engineering to make site changes — and it's easy to assign start and end dates to when events should run.
Outcome:
- 75% reduction in campaign set-up times
Extension to other use cases
Ticketmaster now uses Kevel to power promotions on their site, on mobile, and in e-mails. Increasing the number of placements helps to drive increased event awareness and purchases.
With Kevel we didn't have to build a custom ad server from scratch. They saved us a year and millions of dollars.
VP of Product, Ticketmaster