How Quint Increased Site Traffic, ROAS, and Purchase Conversions for F1 Experiences with AdRoll’s Full-Funnel, Multichannel Digital Advertising Platform and Services

There’s nothing like being at a live sporting event. For people with premium event perks like exclusive seating, hospitality lounges, and behind-the-scenes access, the event becomes more than a game; it can be a once-in-a-lifetime opportunity.

At Quint, we’ve made it our mission to create world-class fan experiences far beyond the standard admission. Our partners include Formula 1®, MotoGP™, Churchill Downs, and the NBA, among others. We deliver a custom, solution-driven approach to events through our expertise in marketing, technology, sales, and operational strategy.

As head of paid media at Quint, I’m always searching for ways to spread our message further and to the right audiences. The more effective we are at that, the more we can help tick items off their bucket list with ticket packages that offer more access than they thought possible.

Though many people discover us organically, the digital landscape has evolved, and search alone is no longer the best or only way for customers to find us. Quint needed to expand our reach beyond search to stay top-of-mind for customers throughout the year. Furthermore, order values for world-class fan experiences are on the upper end, and our customers may need time to research, plan, coordinate, schedule, and budget, making it imperative for us to not only get in front of them at the right time, but also stay connected over time.

Hedging against the uncertainty of seasonal events

The most important aspect of my job is making sure Quint doesn’t leave revenue on the table. This can be tricky, as seasonality plays a big part in how and when we take our offering to market. There is always a lot of interest in the lead-up to a big race or right before a championship season begins, and search campaigns are generally most effective when demand is high, so we built our digital strategy around our customers’ needs.

Those campaigns work — until the race is over or the season ends. Once that happens, interest drops, along with Quint’s revenue. Keeping our brand relevant in a competitive market is an ongoing challenge.

We needed a solution to help us consistently reach customers wherever they were online and nurture them through the funnel all the way to purchase, whether through search, CTV, video, or other integrated channels. I found that solution in AdRoll, and it’s proven to be a really effective way to tie our customer journey together.

A new platform and an expanded strategy

I found AdRoll organically. After reading a few articles about the platform, I set up a call with the team. I immediately knew I’d connected with some great people and the platform would be a good fit. It was intuitive and easy to use, and the advanced features really set it apart from other providers.

At first, we simply focused on retargeting to capture customers already showing interest in attending Formula 1® races. Soon, however, our strategy expanded, and AdRoll was there to help us develop a full-funnel, multichannel advertising strategy.

We added display campaigns to capture new customers in markets we might not have reached otherwise. The display ads work to keep our brand top-of-mind, regardless of the time of year. These campaigns now run alongside our primary search campaigns, allowing us to take a more varied approach and cast a wider net to meet new and existing customers wherever they are.

Brand awareness lift including AdRoll CTV drives quality traffic to ticket pages and boosts sales

We saw some early success with our display campaigns, so we decided to explore some new ideas, such as reaching streaming audiences through connected TV (CTV) to increase awareness of upcoming events.

We had the perfect opportunity with the Las Vegas Grand Prix. We collaborated with their marketing team to raise awareness in key markets and spread information about our associated ticket packages. The Las Vegas Grand Prix team provided some fantastic creative, which we used to launch our first CTV campaign with AdRoll. The end result was smart-looking CTV ads that quickly penetrated key markets, capturing the imagination of fans.

Our AdRoll CTV campaign videos had a nearly 99% completion rate. Integrated with search and display, our website traffic increased by 77% and had an immediate impact in driving awareness to the middle of the funnel. From there, we were able to capitalize further using multiple channels to drive qualified traffic to ticket pages and boost revenue.

A multichannel, full-funnel approach boosts revenue

The great thing about AdRoll is that it enables us to highlight different aspects of the events we promote. For example, some events are best presented through powerful imagery, while others require a more dynamic medium, such as video. Quint’s partnership with AdRoll has helped us adopt a multichannel strategy to reach our target customers, even when they’re not actively searching for the events we’re promoting. That means we can improve brand awareness and create revenue opportunities that didn’t exist before.

Our combination of static, animated, and video display ads, connected TV ads, and native ads has paid off in spades. We can attribute as much as 7% of F1® Experiences’ revenue to AdRoll and have experienced a boost in average order value. Using AdRoll’s granular conversion report, we even discovered one of our ads led to a $125,000 booking — one of the largest orders of the year.

Through it all, I’ve developed a great relationship with our AdRoll account team. They’re honestly one of the most supportive account management teams I’ve ever had with an external partner. They collaborate with us regularly, suggest new ideas and approaches, and have become an essential part of our team — not to mention being people I actually look forward to speaking to each week.

A brilliant partner for building lasting relationships with customers

Many of our events have a very active funnel, and the further down you get, the more competitive it becomes. That’s where AdRoll shines. Using the platform, we can stay connected to our customers and present ourselves in a variety of ways through content optimized for each channel, event, or audience.

AdRoll is an integral part of Quint’s digital growth. Without it, a clear gap would exist in our marketing funnel, and lots more work for the team trying to stay top-of-mind for our customers.

With AdRoll by our side, it’s easy to stay connected. I now have the tools I need to fulfil my mission of creating a seamless, data-driven journey from first ad click to the thrill of the live event.