VBW maximizes conversions and reach with optimized targeting in DV360
Intro
The Vereinigte Bühnen Wien (VBW) operate and stage their productions on Vienna's major theater stages. A data-driven display campaign with optimized targeting was able to boost awareness and sales for the musical productions “Cats” and “Miss Saigon”.
Challenge
The Vereinigte Bühnen Wien wanted to promote their musical productions “Cats” and “Miss Saigon” with display banners.
Goals
- Higher awareness for current and upcoming productions
- Increase ticket sales
Measures
Testing various targeting options in DV360 to find the best audience for musicals. Whitelisting (targeting specific sites – e.g., weather, cinema, and leisure portals) vs. Open Inventory (targeting specific interests and custom affinities).
Results
The Open Inventory campaign, where banners were shown to users with specific interests and individual affinities, led to higher conversions. Additionally, more people were reached with less media budget.
- % Impressions
- % Transactions
- % CPM
- 49.4 CPA
Photo credit: Photo by Ahmad Odeh on Unsplash
