New Zealand Cricket (NZC) wanted to leverage a data-led digital marketing strategy to maximize ticket sales for their international 5-day Tests, 1 ODIs and T20 matches against Sri Lanka, India and Bangladesh. The goal was for NZC to further build on the successes of their previous data-led marketing campaigns (which had led to a significant lift in attendance and revenues in recent seasons) by incorporating their first-party data into programmatic technology.
NZC turned to their media partner, OMD, to help them create a custom algorithm with The Trade Desk’s (TTD) API that would take real-time event ticket sales data and make effective programmatic advertising decisions. The technology took first party data and combined it with third-party sales data from event ticketing partner, Ticketek, to provide insightful information on where and when to advertise. Through TTD API, all this was managed in real time and within the budget parameters.