Four Surprising Insights About Digital Media and the Theatre Industry

As the world of theatre marketing continues to evolve, digital media has cemented itself as a cornerstone of success in the West End. But how does this ever-changing landscape shape the way we connect audiences with the magic of live entertainment? I sat down with our very own Noelle Khan, Media Planner at Situation UK, to dive into the surprising truths about digital media’s role in the theatre industry. Here are her four biggest insights that every marketer should know.

1. Big Budgets Don’t Guarantee Big Results
   In theatre marketing, it’s tempting to think that bigger budgets will solve every challenge. But as Noelle points out, that’s a misconception: “It’s not just about how much you spend; it’s about how well your creative and strategy align with the story you’re trying to tell.” Established productions with built-in awareness may thrive on simpler campaigns, but for newer shows, clear and compelling creative is essential. Without it, even a robust media investment can fall flat.

2. Search Advertising Is a Double-Edged Sword
   Search is often praised for its efficiency, but Noelle highlights that its success hinges on awareness. “Search works best when audiences already know the show,” she explains. For productions without an existing fan base, relying on non-branded search terms can be expensive and ineffective. Instead, platforms like Meta and TikTok, which allow for discovery and storytelling, can be better suited for building intrigue and engagement.

3. Digital Out-of-Home: The Future of High-Impact Advertising
   While traditional out-of-home has long been a theatre marketing staple, digital out-of-home (DOOH) is taking things to the next level. “DOOH allows us to dynamically target high-traffic areas like train stations or airports in real-time,” Noelle shares. This method not only saves on costs but also provides precision that’s unmatched by traditional media buys. For theatre marketers, it’s a powerful way to get in front of audiences when and where they’re most receptive.

4. Rethinking ROI: It’s Not the Only Metric That Matters
   Revenue is the ultimate goal, but focusing solely on ROI can lead to missed opportunities. “You can have a strong ROI but still fall short of your revenue goals if the total investment isn’t there,” Noelle notes. In theatre, understanding metrics like cart abandonment or drop-off rates is critical for uncovering gaps in the customer journey. For example, cumbersome ticketing flows can deter potential buyers, even if the campaign itself is driving significant interest.