App marketing case study: SeatGeek boosts return on ad spend with Yahoo

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US ticket aggregator SeatGeek was looking to reach engaged fans who are passionate about attending live sports games, concerts, and theatre events. This case study looks at how the firm used Yahoo App marketing to boost return on ad spend.

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• SeatGeek acquired high value users using Yahoo Gemini app install ads hosted on places such as Tumblr

• Ads were targeted and rewarded new users.

• Ads massively outperformed previous investments even during seasonal slumps

Challenge

SeatGeek was looking to reach engaged fans who are passionate about attending live sports games, concerts, and theatre events.

Nick Adkins, Marketing Analyst, SeatGeek, explains: “Despite seasonality working against us, we were able to drive 93% of the revenue on Yahoo Gemini as we were able to do in our highest performing month. We attribute this success to better targeting as a result of the Yahoo Gemini engine learning and optimizing better.”

Solution

Yahoo Gemini app install ads hosted across Yahoo’s network of premium content, Tumblr, and mobile apps helped SeatGeek acquire high value users.

SeatGeek used Yahoo Gemini app install ads to better target and reward new users. With the combined targeting power of Yahoo user data and Flurry analytics, SeatGeek found ardent sports fans and concertgoers and directed them straight to tickets that gave them an unforgettable live experience

Results

Even in the traditionally low-performing month of December, SeatGeek’s campaign through Yahoo Gemini was able to generate revenue comparable to peak performance metrics.

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