How a Leading Ticket Marketplace Reached Niche Audiences at Scale for Half the Expected CostShareThis Case Studies
IN 2016, the NBA had one of its most remarkable years yet. The Cavaliers won their first-ever NBA championship title in the league. The Warriors set a record with 73 wins. And legends Kobe Bryant, Tim Duncan, and Kevin Garnett played their last games. Hype for these events – along with the upcoming music festival season – presented a huge opportunity for one of the world’s largest ticket marketplaces to drive sales and increase awareness.
The company knew it had to be front-and-center among fans and ticket buyers across mobile and desktop platforms. It just needed to figure out how and where to find each of these niche audiences online.
The leading ticket marketplace aimed to target people interested in sporting events and music festivals. The problem was that it didn’t know how and where to find these niche consumers online.
By tapping into billions of data points—such as clicks, searches, and social shares—from over three million sites, ShareThis built custom audience segments of high-interest consumers. ShareThis used the LiveRamp IdentityLink™ Data Store features to easily transfer this data to the ticket company’s preferred demand-side partner. From there, the company was able to access its custom audiences, and target them with timely and relevant messaging.
With the power of real-time data, ShareThis even uncovered additional audiences of customers who were interested in buying tickets from the marketplace. This opened up a whole new targeting pool, including fans of NFL, MLB, and NHL events. ShareThis was also able to narrow down the audience of music festival attendees to those specifically interested in Coachella and Bonnaroo.
By targeting these custom audiences, the leading ticket marketplace increased awareness and drove ticket sales for a fraction of the expected cost. They reached NBA and MLB fans for up to 35% lower than their cost-per-acquisition (CPA) goal, and music festival fans for 50% lower than their CPA goal.
The scale and granularity of custom audiences that ShareThis offers are truly impressive.
“Our partnership with ShareThis has far exceeded our expectations,” said a representative from the company. “Not only does ShareThis data drive ticket sales at a very efficient rate, but it also helps us reach the right audiences with right message. The scale and granularity of custom audiences that ShareThis offers are truly impressive.”
This partnership continues to grow as ShareThis and the ticket company use real-time data to help fans find their favorite events.