TicketVeiling optimizes media budget with insight into offline and online synergy

How offline communication contributes to online success

TicketVeiling.com is the auction site where you score the best deals for a day out or the latest gadgets. Bid and set the price! TicketVeiling's income comes entirely from online sales. Nevertheless, a significant part of the media budget is used for offline advertising to acquire new customers. The effect of offline advertising is more difficult to measure than that of online campaigns. Until now, the effect was mainly assessed on brand awareness.

The challenge

Can online and offline communications reinforce each other? TicketVeiling asked Validators for advice on the redistribution of the total media budget. This looked at the effectiveness of both offline and online activities on web traffic and conversion.

Main results

from the study: 29% of the media budget can be redistributed, with most of the gains coming from the television budget. Optimization of outdoor advertising with Eyetracking yields media savings of about 50%. Simultaneous use of television and outdoor advertising does not reinforce but actually backfires: an average of 24% fewer website visitors. Television is effective in attracting new visitors, while radio activates existing customers. Television ads are most effective between 10:00 and 16:00 and around 21:00, while radio works best around 12:00 and between 19:00 and 21:00. Radio 538, Qmusic and Radio Veronica are the most cost-efficient. These insights allow TicketVeiling to use the media budget smarter to get more return on every euro.