Scaling Ticket Sales Through a Data-Driven Always-On Setup

Moving from Short-term Sales to Long-term Growth

Historically, marketing on Meta Ads for DR Koncerthuset was characterized by high-spending, concert-specific campaigns that provided quick results but lacked a stable, long-term impact. The primary challenge was to create a consistent online presence that could support individual events while driving a continuous sales push through algorithmic optimization.

In 2025, the goal was to shift the dominance from short-term sales activities to a “brand building via always-on” approach. This strategy aimed to use branding to drive long-term growth and lift overall performance over time.

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A Triple-Threat Scaling Strategy

To meet these objectives, we implemented a strategy focused on three core pillars;

An Always-On Campaign Structure was established with dedicated tracks for primary ensembles and objectives, supporting the various KPIs and ensuring a balanced and stable market presence.

We moved beyond the normal when it comes to ads, utilising content variation and creative targeting in a setup defined by high creative diversity. We utilised Dynamic Product Ads as a cornerstone, using a backend feed to deliver algorithmic carousels tailored to individual users, while customizing the visual expression with overlays as engagement drivers.

The year was guided by an extensive “Testing Roadmap”. Our structured approach to the testing of audience types, creative designs, and attribution models allowed us to ignore “vanity metrics” and structure advertising based on real value and incrementality.

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Record-Breaking Performance in 2025

The transition to a data-driven, always-on strategy delivered record-breaking performance across all primary KPIs in 2025. Despite a significantly larger ad spend, DR Koncerthuset achieved a 78% increase in total purchases by embracing algorithmic optimisation, which was matched by increased efficiency, as ROAS grew 34% while CPA was reduced by 28%. Engagement also saw a significant lift, with landing page views rising 78% and overall CTR improving by 17%.

Beyond top-line growth, the strategy successfully captured younger audiences, specifically seeing significant increases to engagement- and conversion rates in the 25-34 age group. Remarkably, the Cost Per Lead for this segment decreased by 39%, even as overall budgets rose.

With this robust foundation, DR Koncerthuset is now positioned to leverage stronger and more stable incremental growth going forward.

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