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A singing sensation: Steel City Media achieves 38% lift in ticket sales with programmatic DOOH

SCM-Entertainment-Case-Study

Industry

Media & entertainment

Challenge

A well-known country artist and their multimedia partner, Steel City Media, set out to generate ticket sales for the artist's upcoming concert tour. To accomplish this, the multimedia company turned to Vistar Media to launch a targeted, programmatic DOOH campaign that attracted the attention of country music fanatics nationwide, across 13 key markets.

Results

By leveraging thoughtful targeting tactics, Steel City Media drove a significant lift in ticket sales across markets where the concerts were taking place.

Key Product

Demand-Side Platform (DSP)

+38%
lift in ticket sales
18
DOOH networks
13
markets covered
Touchtunes-rockconcert-s

A well-known country artist and their multimedia partner, Steel City Media, set out to generate ticket sales for the artist's upcoming concert tour. To accomplish this, the multimedia company turned to Vistar Media to launch a targeted, programmatic DOOH campaign that attracted the attention of country music fanatics nationwide, across 13 key markets.

Despite a limited budget, the media brand maximized impact with static and video out-of-home creatives, using day-of-week and time-of-day targeting to connect with country music fans seeking timely, local entertainment. 

Strategic moves for success

Day-of-week targeting

Knowing concert plans rarely come to mind on a Monday, Vistar Media and Steel City Media timed DOOH ads from Thursday through Sunday to align with a leisure mindset and catch people when they were most likely to act on local entertainment opportunities.

Day-part targeting

Timing is everything, which is why Steel City Media leveraged day-parting technology to automatically adjust the times each ad activated depending on the venue type and location. This ensured their ads actually shined and reached the right audience at the exact right time.

Billboards | Bars | Malls | Gas Stations | Gyms | Universities | Urban Panels

"In today’s advertising climate it's hard to reach the eyes for events. Outdoor and social media are key to a successful plan, and I saw great results targeting the audience I needed and seeing it translate into sales."

Sales & Marketing Manager, Steel City Media

Billboard worthy results 

By leveraging thoughtful targeting tactics, Steel City Media drove a significant lift in ticket sales across markets where the concerts were taking place:

  • +38% lift in ticket sales
  • 18 DOOH networks
  • 13 markets covered

steel city mock