The Situation
Live events are back, and revenue is rising. According to Statista, the Theater & Performance Arts market is projected to reach $15.06B in 2025, a +2.5% increase in revenue from the previous year.
Thanks to this growth trajectory, a Winstar client in the Theater and Performance arts industry set a goal to sell concert tickets, rain or shine, in the greater New England area, which includes major markets such as Boston, New York, Providence, and the Berkshires.
The Solution
Winstar turned to AdsWizz and activated a three-month streaming audio campaign starting in April 2025 that leveraged weather targeting and Second Screen Targeting. Three bespoke messages were created for Clear Sky, Rainy, and General Message, targeting listeners by DMA and zip code target regions within range of the concert venues.
Behavioral and contextual targeting segments were added to reach affluent listeners interested in live events, art, dance, music, opera, theater, poetry and museums. The client also targeted a few selected audio players, such as Alexa, Sonos, and Apple Podcast to narrow down the audience.
The Results
The Clear Sky and Rainy audio creatives had higher LTR than the generic audio asset in Q2. The campaign delivered a total of 1.83 million impressions with an average LTR of 97.2%. The Q2 Total Engagement Rate (clicks + non-click page views ÷ total impressions) was 6.65%, which included 155,124 page views/visits from users that did not click back to the Website (non-click page views).
The Companion banner delivered 2,831 impressions in total, with an average CTR of 1.03%. The Clear Sky banner had a higher CTR than the generic banner in April and May, while the Rainy banner outperformed the generic banner in June. The Second Screen delivered a total of 1.76 million impressions with an average CTR of 0.27%—more than double their benchmark of 0.12% for retargeting banners.
The campaign delivered a 4.4x ROI based on attributed revenue and campaign costs, showcasing the pitch-perfect impact of innovative audio solutions in reaching the target audience.
“The agency and client were pleased with our weather targeting strategy, especially with how well the Rainy Day messaging was received. The average order value for the Rainy Day message was higher than the other messaging, which is what they wanted to see. These users purchased tickets for the “covered” section of the venue, which are higher priced than the open, uncovered section. We all agree that weather targeting resonates with their audiences!”
Adrienne Biehl
VP of Sales, Winstar Interactive Media
Technology for a sound world.
