How to Drive Ticket Sales for Your Performing Arts Venue

Cam Collier
Feb 1
4 min read

Selling tickets for a performing arts venue isn’t just about putting on a great show—you need to ensure the right audience knows about it at the right time. At Opti Media, we specialize in helping theaters, concert halls, and cultural institutions maximize ticket sales using strategic digital advertising.

This guide will walk you through proven tactics, including Display Retargeting, Meta (Facebook & Instagram) Advertising, Spotify Ads, Connected TV (CTV) Ads, and Digital Out-of-Home (DOOH) Advertising. We’ll also cover how we identify the best audiences, leverage geo-targeting around your venue, build Lookalike Audiences, and track real-world impact through Footfall Attribution.

1. Display Retargeting: Bring Interested Buyers Back

Ever browsed an event online, left without buying a ticket, and then seen an ad for that exact event later? That’s display retargeting in action. Most people don’t buy on their first visit, but a well-timed reminder can nudge them to complete their purchase.

How It Works:

We place tracking pixels on your website to capture visitor data.
If someone browses an event page but doesn’t buy a ticket, they’ll see targeted ads reminding them of the show as they browse other websites.
These ads can feature compelling visuals, limited-time discounts, or testimonials to reignite interest.

Why It Works:

2. Meta (Facebook & Instagram) Ads: Reach the Right Audience at Scale

Meta’s ad platform is a powerhouse for performing arts venues. With sophisticated targeting options, we can reach past attendees, arts enthusiasts, and people with similar interests.

Key Strategies:

Custom Audiences – We upload your existing customer list (previous ticket buyers, email subscribers, etc.) and serve them ads for upcoming events.
Lookalike Audiences – We use Meta’s AI to find new people who resemble your past attendees, increasing your potential ticket buyers.
Geo-Targeting – We focus on audiences within a specific radius of your venue, ensuring ads are seen by locals or travelers looking for events in your city.
Ad Formats That Work:
- Carousel Ads: Showcase multiple events or different aspects of a show.
- Video Ads: Feature trailers, behind-the-scenes clips, or testimonials from past attendees.
- Event Ads: Link directly to ticket sales pages, making it seamless for users to buy.

Pro Tip:

Run time-sensitive ads that push urgency—“Tickets Selling Fast!” or “Only a Few Seats Left!” perform exceptionally well.

3. Spotify Ads: Target Arts Enthusiasts with Audio Ads

Spotify Ads allow you to reach engaged listeners with short, compelling messages. Whether someone is streaming classical music, Broadway hits, or jazz, we can insert an audio ad that promotes your upcoming performances.

Best Practices for Spotify Ads:

Use sound to sell the experience – A rich voiceover, a snippet of dialogue, or a few bars of music from the performance can create anticipation.
Combine audio with clickable banners – Listeners can tap on an image linked to your ticket page.
Target by genre & behavior – If someone regularly listens to musical soundtracks, classical symphonies, or spoken word performances, they’re more likely to be interested in a show at your venue.

Why Spotify Works:

Captures audiences during a distraction-free moment (commuting, working, relaxing).
Reaches a highly engaged user base who consumes content actively.

4. Connected TV (CTV) Ads: Get on the Big Screen

CTV advertising allows you to reach potential ticket buyers as they stream content on platforms like Hulu, Roku, and Amazon Fire TV. Unlike traditional TV ads, CTV ads are digital, meaning we can target them more precisely.

How We Use CTV to Sell Tickets:

Geo-Targeting – We serve ads only to viewers within a defined radius of your venue.
Interest-Based Targeting – Ads appear to those who frequently watch performing arts content.
High-Impact Video Creative – A short, cinematic trailer for your event makes a lasting impression.

Why It Works:

Viewers are in a relaxed, entertainment-focused mindset.
Full-screen video ads demand attention.
You only pay for ads that get fully watched (unlike traditional TV spots).

5. Digital Out-of-Home (DOOH): Modern Billboard Advertising

DOOH ads are digital billboards, transit ads, or screens in high-traffic locations (like malls, train stations, or entertainment districts). Unlike traditional billboards, these can be updated in real-time and scheduled based on when your audience is most active.

How We Optimize DOOH:

Time-Sensitive Messaging – Example: “Opening Night Tomorrow – Limited Seats Available!”
Hyper-Local Placement – Ads appear near the venue, in transit hubs, or in areas where arts patrons frequent.
Cross-Channel Integration – We sync DOOH campaigns with digital ads for a consistent message across multiple platforms.

Why DOOH is Effective:

High visibility in crowded areas.
Works well for brand awareness and last-minute ticket pushes.
Combines digital flexibility with large-scale exposure.

Footfall Attribution: Connecting Digital Ads to Real-World Visits

One of the biggest challenges in advertising for performing arts venues is tracking how digital ads translate into actual foot traffic. That’s where Footfall Attribution comes in.

How Footfall Attribution Works:

Tracking Digital Engagement – We analyze how users interact with your digital ads across various platforms (Meta, CTV, DOOH, etc.).
Location Data Analysis – We use anonymized mobile location data to see if users exposed to your ads later visit your venue.
Measuring Ticket Conversions – By tying digital ad exposure to real-world attendance, we can determine which channels are driving the most foot traffic.
Optimizing Campaigns – If we see that Meta ads drive more in-person visits than DOOH, we allocate more budget accordingly.

Why Footfall Attribution Matters:

Proves the real-world impact of digital ads.
Helps optimize ad spend by identifying the most effective platforms.
Allows for smarter, data-backed decisions on marketing strategy.

Final Thoughts: Your Venue Deserves a Sold-Out Crowd

Selling tickets isn’t just about putting ads in front of people—it’s about reaching the right people, at the right time, with the right message. Whether through retargeting, social ads, streaming platforms, or DOOH campaigns, the right digital strategy can turn interest into attendance.

At Opti Media, we don’t just run ads—we create data-driven campaigns that connect the right audience to your events and track real-world results through Footfall Attribution. If you're ready to boost your ticket sales and fill every seat, let's talk.

Contact us today to craft a digital advertising strategy that makes your performances unmissable.