Leveraging AI-Powered Catalog Ads

for Efficient Audience Acquisition

chandler center
for the arts

Faced with the challenge of marketing a high volume of events across their 2023-24 season, Chandler Center for the Arts partnered with ASYMM to identify the most effective strategy to acquire new patrons across diverse and varied programming.

In a structured A/B test, two approaches were measured: standard prospecting targeting of performing arts interests, against AI-powered catalog ads optimized for broad audiences.

TL;DR…

80%

lower

CPA

123%

INCREASE IN CVR FOR

patrons

18-24

…Okay, now check out how we did it…

goals

  • Promote 40+ performances across 2023-24 season

  • Achieve lower CPA and higher ROAS from pure-prospecting audiences to drive efficiencies in patron acquisition

  • Gain learnings & insights around potential untapped Chandler Center audiences through structured A/B platform testing

strategy

campaign structure

Build catalog feed of full season programming, fueled by custom pixel data connections & personalized, show-specific creative to fuel Meta’s advanced machine learning algorithms.

a/B test

Deploy structured A/B test to gain statistically significant results of catalog ads vs manual traditional prospecting audiences.

RESULTS

Results demonstrated that catalog ads not only outperformed interest-based targeting in cost efficiency, but proved to be more than 2x more effective in converting younger audiences.

ATTRIBUTED TO

CATALOG ADS

FOR BROAD

AUDIENCES

80%

lower cpa

OF PATRONS AGES 18-24

COMPARED TO

CAMPAIGN

PROSPECTING AVERAGE

123%

HIGHER

CONVERSION RATE

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