Case Study: New Zealand Cricket boosts ticket sales with The Trade Desk

Real-time sales data drives new growth for New Zealand Cricket

New Zealand Cricket worked with The Trade Desk through OMD New Zealand to increase online ticket sales for its cricket events while lowering cost per acquisition. The challenge was that match locations, regional demand, and budgets changed throughout the season, making it difficult to target the right audiences efficiently in real time.

The Trade Desk helped OMD build a custom bidding algorithm using real-time ticket sales data from Ticketek, connected through The Trade Desk APIs and multi-dimensional bidding capabilities. The solution automatically adjusted bids across 23 events in 16 regions every 8 hours, delivering a 63% lower CPA and a 3.3x increase in ticket sales, with even stronger year-over-year performance the following season.

New Zealand Cricket

Stacey Geraghty

Head of Marketing & Communications