Published March 2016
The circus has been mobile for the last 100+ years. But with the increased use of smartphones, how do you measure the impact of mobile on ticket sales for the circus?
That was the challenge facing Feld Entertainment®, the global producers of the legendary Ringling Bros. and Barnum & Bailey® Circus.
"Sixty-five percent of our website traffic now comes through mobile and tablets," says Sam Gomez, VP of Digital Marketing for Feld Entertainment. His team knew that a large portion of ticket sales were spur-of-the-moment purchases by families looking for something fun to do with their kids. That offered a big opportunity to reach potential buyers as they checked their mobile phones on the go. But Feld also knew that mobile was contributing to many purchases that happened on other devices. They needed a solution to tie it all back together across devices.
For help, Feld turned to Mogo Interactive, a digital marketing agency. And to gain a complete view of the consumer journey, Mogo turned to cross-device conversion measurement from DoubleClick.
Cross-device measurement shows advertisers how their campaigns perform, even when consumers use multiple devices on their path to conversion. It delivers a single unified view across any type of screen, any type of ad buy (including programmatic or reservation) and any format or channel (including search and display). That meant Feld and Mogo could see the true impact of their campaigns even when customers were seeing an ad on one device and buying tickets on another.
Feld shared with Mogo the insights that moms are the main ticket buyers for their shows -- and they are more likely to buy when they are with the rest of the family. By analyzing the early results from cross-device conversion measurement, Mogo discovered that those moms often first engaged with Feld on mobile and decided to buy at that moment -- but delayed the actual purchase until later, at home on another device.
As a result, Mogo increased Feld's mobile presence with customer messaging aimed at those critical first moments when moms make buying decisions. They used geo-fencing to target mobile ads to specific locations where families shop, including shopping malls, restaurants and specific chain stores.
"Back before we could track cross-device conversions, we didn't have the data to justify significant investments on mobile," says Jonathon Hunt, Head of Ad Operations for Mogo Interactive. "Now with cross-device measurement we can finally dedicate incremental budget to mobile, with all kinds of strategies like chain-store targeting, language, demographic and in-app targeting."
"Moms with kids are active, they’re on the go," says Doug Mowbray, Mogo's CEO. "They do have small moments where they check the news and these are opportunities for us to reach them. In the past, we wouldn’t have been able to tie a decision made in that moment to a purchase at a later stage. Now with DoubleClick’s cross-device metrics we can connect those dots of a marketing message to a ticket purchase on multiple devices. And that’s a game changer for us."
Moms with kids are active, they’re on the go. They do have small moments where they check the news and these are opportunities for us to reach them. In the past, we wouldn’t have been able to tie a decision made in that moment to a purchase at a later stage. Now with DoubleClick’s cross-device metrics we can connect those dots of a marketing message to a ticket purchase on multiple devices. And that’s a game changer for us.
"At Ringling Bros. and Barnum & Bailey Circus, we measure success by the smiles on the faces of families that come to our show," says Sam Gomez. The results of cross-device measurement put smiles on the faces of the Feld and Mogo teams as well.
The big numbers include a 262% rise in cross-device conversions and a remarkable 1132% increase in return on ad spend.
"Ringling is one of the highest uplifts that we have seen in a single campaign," says Jonathon Hunt. On some of its campaigns, Ringling Bros. saw an uplift of 20%. Feld has seen an overall 36% uplift in site visit conversions, and hard conversions of ticket sales are up 30%. Those numbers highlight the growing power of mobile instream ads and the mobile media consumption habits in general.
Cross-device measurement has revolutionized the way that we look at our campaigns. The success of this campaign has really changed our overall approach to digital advertising. You’ll see us invest much more heavily in digital advertising on a go-forward basis.