reading time - 5 minutesJanuary 2023Alexandra Nikitina, Client Relations Managerdownload pdfInna Popova, Head of Contextual Advertising Group
For the Broadway Moscow team, we have been providing digital support for musicals for several years now and have gone through both the pandemic and the turning point of 2022, when the entertainment industry as a whole took the hardest hit. During periods of decline, we focused on performance tools, the effectiveness of which was enhanced by high brand awareness, which allowed us not only to “survive” the crisis, but also to achieve high results.
In the fall of 2022, a new musical was planned for release, but kazakhstan mobile database events changed the premiere date and the budget was redistributed to “Chess”, which was played for the last month. The final shows drove ticket sales, despite the overall decline. The main challenge and development trend of this period was the narrowing of the planning horizon, so a day-by-day strategy was taken as a basis. We constantly monitored the results and promptly redistributed the budget both between tools and between flights. The most important critical markers of the year were February and September, when demand for entertainment dropped significantly due to external factors. The promotion
strategy affected all levels of the funnel. At the top level, we worked to attract an audience to the site and stimulate interest in the musical. To do this, we launched: traffic campaigns in social networks; contextual advertising in the Networks and on Search by interests, competitors, near-thematic queries, target and general queries; articles in the recommendation services Zen and Pulse; as well as programmatic placements.
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At the lower level of the funnel, they worked with an interested audience, and to motivate users to perform a target action, they used contextual advertising (brand queries, retargeting), as well as retargeting in social networks.
Let's take a closer look at each channel.