Case Study: Georgetown University achieves 3.65x ROAS and 53% new fan growth with Ticketmaster

Georgetown University Growing Fan Share with Programmatic Advertising

Georgetown University partnered with Ticketmaster to boost attendance for GU men's basketball during the 2016–17 season. The ticket office needed to pack the house on game nights while competing for fan attention against professional teams and seven other local college programs — all with a relatively small advertising budget.

Ticketmaster's Agency Services used programmatic retargeting and affinity audience targeting, leveraging its database of over 100 million fans to identify and convert new attendees. Within ten days the campaign sold more than $22K in tickets, delivered roughly 1M impressions, achieved a 3.65x ROAS (about 4x), and added hundreds of buyers — 53% of whom were new to Georgetown’s database.

Georgetown University

Steve Alleva

Executive Director for Ticket Operations and Donor Relations