Casino Sees 3.3x RoAS For Concert Ticket Sales With Full-Funnel CTV Campaign

A rural casino partnered with Strategus to boost ticket sales for a country music concert, using a targeted CTV strategy. With a budget of just $6,400, the campaign generated $21,131 in ticket sales. Strategus’ approach effectively combined upper-funnel awareness with lower-funnel retargeting to drive impressive returns in a limited, five-week time frame.

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Objective

• Maximize ticket sales for a concert in remote location

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Strategy

Selling tickets for live performances at a remote casino presented its own unique challenges. Strategus developed a full-funnel strategy that combined top-of-funnel CTV awareness with targeted retargeting efforts.

• Initial Phase: The campaign kicked off two months before the concert, with a two-week flight focusing 80% of the budget on CTV ads targeting casino-goers and live music fans. This phase drove $1,970 in ticket sales, laying the groundwork for future conversions.
  
  
• Lookback Window: While the campaign paused for a month, the lookback window continued to track sales, capturing an additional $6,000 in ticket revenue, demonstrating the importance of a longer funnel and proving that the initial awareness-building phase had a lasting impact on conversions.
  
  
• Final Push: Three weeks before the concert, the campaign resumed with additional budget, focusing heavily on lower-funnel clickable inventory via display ads and online video. This last push drove the majority of conversions, resulting in a total of $21,131 in ticket sales.

The client was blown away by the results. The use of CTV with Strategus’ proprietary CTV cross-device retargeting strategy demonstrated the effectiveness of a full-funnel approach. Since this success, the casino has launched four additional campaigns with Strategus and counting.