Client: Ambassador Theatre Group
Industry: Theatre, arts and entertainment ticketing
Territory focus: UK
Target customers: Various, based on shows
ATG Tickets is the UK’s leading theatre, arts and entertainment ticketing operations, selling over 10 million tickets per year. They are a division of Ambassador Theatre Group Ltd (ATG). Founded in 1992, they have grown to be the largest in the UK with 39 venues across the country, such as The Savoy Theatre, The Apollo Victoria Theatre, LOVEtheatre and The Lyceum Theatre.
Over-reliance on cashback affiliates
Revenue for the ATG Tickets affiliate program was predominantly delivered by end-of-funnel, voucher code and cashback affiliates. These publishers were generating over 85% of the total programme revenue, and only a very small number of publishers generated any revenue at all.
The low number of publishers were also reaching low audience numbers; the affiliate channel was only utilised very late in the customer buying journey, often when a customer is ready to convert regardless, and is simply checking for a voucher or cashback offer.
With our experience in the ticketing sector, team Silverbean were perfectly positioned to boost ATG’s affiliate programme and nurture long term growth. A geo-targeted strategy was needed to ensure more coverage of regional shows and tours to assist with on-sales. This would build greater awareness of individual productions, their venues across the UK, and of course ATG Tickets themselves.