Revenue Boost and Media Efficiency for VBW Through Creative Optimization
Intro
Vereinigte Bühnen Wien (VBW) operates and stages productions at Vienna's major theater venues. Following cancellations and postponements due to the pandemic (from 2020), e-dialog achieved a significant boost in campaign KPIs through creative optimization.
Challenge
Vereinigte Bühnen Wien wanted to promote their current musical production Miss Saigon through display banners. Due to the COVID-19 pandemic, the show’s premiere had to be postponed multiple times.
Goals
- Increase Ticket Sales
- Awareness that on-site performances are available again
Measures
Changing the CTA in the banners to “Experience live now” instead of “Secure tickets now” to communicate more clearly that the show is already running and increase the urgency of ticket purchases → A/B test of CTA texts.
Results
The banners with the CTA “Experience live now” resulted in a significantly higher CTR. More users visited the production’s landing page. Furthermore, this wording achieved higher conversion rates for ticket sales as well as lower costs per transaction.
- % Transactions
- % Click-through rate
- % CPA
Photo credit: Photo by Vlah Dumitru on Unsplash
