StackRabbit Leverages AdTheorent’s Direct Access Offering to Drive Ticket Sales for the Texas Renaissance Festival

AdTheorent’s Award-Winning Machine Learning and Programmatic Media Buying Platform Outperforms Social Advertising with a 1729% Lower Cost-Per-Action

AdTheorent Holding Company, Inc.  a leading programmatic digital advertising company using advanced machine learning technology and privacy-forward solutions to deliver measurable value for advertisers and marketers, and StackRabbit, a next-generation digital media and consumer intelligence agency, today announced campaign results from a Texas Renaissance Festival digital advertising campaign to drive ticket sales for the festival.  The goal of the campaign was to drive an efficient cost-per-action (CPA), and ultimately drive revenue for the event company.  StackRabbit managed the campaign directly using AdTheorent Direct Access, which is the self-service method of executing digital media campaigns on AdTheorent’s industry-leading machine learning media buying platform.

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The Approach:

The Texas Renaissance Festival target audience was adults ages 25-49 and parents with children living at home.  The campaign was deployed within key drive-markets  in  Texas including HoustonAustinBeaumontCollege StationWaco, and San Antonio.

Through AdTheorent, StackRabbit utilized predictive models to identify and reach target consumers with the highest likelihood of completing a ticket purchase. StackRabbit also utilized contextual keyword targeting to provide data for AdTheorent predictive models. Additionally, StackRabbit traders leveraged contextual and other privacy-friendly signals available through AdTheorent’s platform to identify connections between devices and location, enabling cross-device targeting.

“At StackRabbit, we pride ourselves on driving better performance through a combination of the best technology coupled with the right level of human touch.  Using AdTheorent’s platform on a Direct Access basis allowed our team to reach consumers most likely to take the desired campaign actions for the Texas Renaissance Festival, relying on real-time predictive targeting signals to drive a significantly lower cost-per-action,” said Hank Bell, Partner, Media Operations at StackRabbit.  “AdTheorent’s platform is very powerful – in this campaign we outperformed social and display partners and we couldn’t be happier with the results we drove for the Texas Renaissance Festival.”

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The Results:

The Texas Renaissance Festival 2021 digital advertising acquisition campaign drove stronger results than display and social advertising campaigns with other partners.  Additionally, the high-performing campaign positively contributed to the Texas Renaissance Festival’s year-over-year attendance growth.

  • AdTheorent outperformed other display and social partners by 20% and 1729% respectively.
    • AdTheorent CPA: $2.13
    • Other Partner’s Display CPA: $2.55
    • Social CPA: $27.26
  • AdTheorent’s predictive targeting outperformed other targeting tactics utilizing traditional third-party segments for targeting by 448%:
    • Predictive Targeting CPA: $1.49
    • Third-party segments CPA: $8.16
  • The campaign positively impacted Texas Renaissance Festival e-commerce ticket sales revenue and attendance year-over-year:
    • Ticket sales e-commerce revenue increased 159%
    • The campaign drove 64.5K additional visitors compared to 2019’s pre-Covid visitation total

“AdTheorent’s platform was developed from the ground up by traders, for traders, with a focus on performance – it’s much more than a media buying tool because it was purpose built to drive results. AdTheorent’s advanced machine learning-powered optimizations drive advanced business outcomes for advertisers in an efficient and privacy-forward way,” said Dan Grubert, VP of Direct Access at AdTheorent. “StackRabbit is a valuable partner and we are thrilled that their use of our platform on a Direct Access basis drove the most efficient cost-per-action for The Texas Renaissance Festival.”

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