Ticketmaster increases revenue by optimizing what events users see
Ticketmaster Logo

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).

ticketmaster ads

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
Request
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
Response
{ "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

Kevel App

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.

ticketmaster ads

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


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