Published October 2017
AEG Presents is a production company for live events like concerts and music festivals. Each year, AEG Presents promotes thousands of events from live contemporary tours to multi-day festivals. Historically, AEG Presents promoted these events through traditional offline and local advertising campaigns, but they wanted to expand their marketing efforts and scale their digital presence.
AEG Presents teamed up with Fetch, a global digital marketing agency, to launch campaigns to sell tickets for thousands of live events. Since these different campaigns had a wide range of objectives — from awareness to direct response — Fetch had to implement multiple strategies. They applied a robust but scaled approach using retargeting, in-market affinity, whitelists, custom affinity, site category, contextual, Programmatic Direct deals and 1st party custom audience targeting.
Creating an automated process
AEG Presents worked with Fetch to define a campaign brief template in a shared project management platform. This contained all of the event details AEG Presents would be promoting, the campaign budget and flight details, as well as links to creative.
AEG Presents required Fetch to be able to launch thousands of programmatic campaigns in 2017. Traditional processes would require a team of over 15 full time hires designated to this task alone. Efficiency was the answer, and Fetch was ready for the challenge. We wanted to transform our campaign creation workflow to increase AEG Presents’ speed in launching new campaigns.
Fetch then built a process to feed data from AEG Presents in structured data files that are ready to be uploaded into DoubleClick Campaign Manager and DoubleClick Bid Manager as well as Fetch’s internal database. This significantly reduced the time it took to create event ad campaigns. The new process worked across programmatic display, video and YouTube TrueView campaigns – all powered by structured data files. They used a similar process for campaigns in DoubleClick Search and other channels too.
This simple, automated process made onboarding new members of the growing team straightforward due to an intuitive UI. This also allowed AEG Presents to embrace a mindset of constant improvement, where they could implement process changes in a controlled way to increase the channel value and quality.
Increasing productivity, reducing ad-trafficking time
This automated process reduced ad-trafficking and launch time by 80-95% in Campaign Manager, Bid Manager and Fetch’s internal tracking database, FetchMe. It also increased campaign quality by making input errors obsolete.
The improvements made in automation have reduced the time needed for execution, allowing for an increased focus on campaign strategy and optimization. With automation, we’re able to ensure tailored best in class digital marketing for every event promoted by AEG Presents.
A single operator with accurate data from AEG Presents in the shared project management platform can now traffic and launch an event ad campaign very quickly with high confidence in the quality of their work. The approach has also decreased campaign build time from 6-8 hours (across Campaign Manager and Bid Manager) per event to within 30 mins (depending on campaign complexity). For a company that often launches hundreds of campaigns per week, this made a significantly positive impact on their productivity and overall efficiency.