Break through the clutter surrounding a well-established entertainment venue?
Position your growing sport to take advantage of an adventurous and sophisticated audience?
Ellen Newberg, senior vice president, event marketing, at Pro Bull Riders Inc. did it all. With the help of Centriply, Ellen was able to powerfully use digitally-charged TV advertising in the new age of big data.
CHALLENGE: Make TV Advertising Inventory Offerings Support PBR’s Digital Marketing Message
Professional Bull Riders Inc. creates a very exciting experience at Madison Square Garden in the heart of New York City. The evidence is the high level of interest from the area residents who attended the events. Fans come time and again to see top riders from five countries compete to ride the planet’s scariest bulls.
For PBR’s advertising to reach even more of their appropriate audience, it wanted use data that was compelling and not dependent on the vendor’s quarterly sales plan to inform the decisions about TV inventory. They knew the ability to reach the target audiences with the right entertainment message and be able to evaluate the impressions and the programming environment independently was going to make the difference
It was time to spread the word.
SOLUTION: PBR Partners with Centriply and Cable Scope to place the commercials for improved results
“We strongly believe that in order to reach our fans and deliver the quality product and content they desire, we must understand who they are,” says Ellen Newberg, senior vice president, event marketing, at PBR. “To do so, we rely heavily on data rich research, such as profile reports, custom propensity models, and primary and secondary research tools to help identify and most effectively reach both our existing fans, as well as potential fans,” she says.
It was clear to Newberg that she needed more better analysis about the audience delivery in PBR’s advertising efforts, so PBR partnered with Centriply to get it.
Primary research, digital behavior signals, and ticket sales data point to audiences that make the decision to purchase tickets for bull riding events – and how fair they’re willing to travel to attend them. The point was to introduce just the right people to the professional bull riding events taking place at Madison Square Garden in NYC.
Using the in-depth market knowledge Centriply provides, PBR chose to go with data-driven media plans targeting groups of ZIP codes with high indexing ticket sales. “Our data analytics software and media expertise allowed us to pinpoint the precise cable systems and networks where our ad dollars would have the strongest impact,” says Keith Reidy, Senior Media Buyer at Centriply. “Our approach covers more of the strategic audience target than HH Addressable. It broadened the reach, increased frequency and efficiency, and eliminated the waste associated with Broadcast TV.
Video was also inserted into “TV Everywhere” apps and DAI (dynamic ad insertion) that go in VOD and OTT programming offers. Centriply also leveraged Roku, which has additional programming, that wasn’t available to PBR before.
RESULTS: 18.8% Increase in Ticket Sales
Data-driven activation made PBR’s efforts pay off. Their successful media campaign increased coverage of audience and strategic target reach in highly targeted areas within a 75 mile radius.
“I feel like the crowd here is ten times better than other places we go, but whenever we tell people that we have a venue at Madison Square Garden, it blows their mind,” says J.B. Mauney, two-time (and reigning) PBR World Champion.
“Year-to-date in 2016, we have seen 18.8% growth in our ticket sales. We look forward to continuing that momentum and growing the toughest sport on dirt,” says Newberg. The team at Centriply agrees.
Check out the full case study for how Centriply helped PBR create the best possible, cross screen advertising solution.