NYBA Group
Turning Clicks into Sold-Out Shows: How NYBA became the leading marketing company for Live Entertainment through TikTok
Becoming one of the most impactful global ticketing agencies through innovative digital strategies
NYBA Group are redefining how tickets are sold in the digital era. While many promoters still invest heavily in traditional channels like print or out-of-home, the online ticket seller has built a performance-driven system focused on measurable ROI.
Back in 2019, NYBA was one of the very first agencies worldwide selected by TikTok to run ads in the platform’s beta phase, a partnership that has since made TikTok a massive driver of ticket sales.
Today, NYBA works with the world’s leading promoters, festivals, and live entertainment companies across DACH, the UK, the US and the UAE. Their clients include global superstars such as Adele, Drake, Travis Scott, Keinemusik, Coldplay, and more than seven different Cirque du Soleil shows amongst a long line-up of other large-scale performance shows.
Shortlisted by TikTok in 2023 as one of the Top 10 ‘Best Performance’ campaigns for their work with the Blue Man Group, which delivered an ROI of 130 - NYBA has established itself as one of the most impactful agencies in global ticketing.
A powerful collaboration to share expertise
Since gaining access to TikTok Ads during its beta phase in late 2019, NYBA has worked with their TikTok Ads specialists, bringing deep expertise and proven know-how, which has enabled the agency access to knowledge for designing and executing highly effective advertising campaigns tailored to each business.
NYBA has been working in close partnership with TikTok for many years, managing major live entertainment clients together with the TikTok Enterprise Team. Through this close partnership the agency gains early access to new content formats and opportunities to test beta features, such as last year’s Smart+ campaigns, before they are released to the wider market.
Working with their contacts at TikTok, the agency has highlighted several ways that TikTok's advertising features has boosted their campaign performance:
Highly Engaged User Base – TikTok’s interest-based algorithm prioritizes relevance over follower count, enabling even new brands to gain rapid visibility when their content resonates.
Powerful Algorithm & Personalization – The platform’s advanced recommendation engine ensures brands reach precisely the right audiences with highly relevant content.
Trend-Driven Environment – Fast-moving trends and challenges allow brands to tap into cultural moments in real time, creating high engagement and viral impact.
Turning clicks into sold-out shows
NYBA focuses on performance-driven strategies that combine TikTok’s most effective ad products with a tailored funnel approach. Traffic and conversion campaigns allow the agency to target highly relevant audiences and optimize for measurable actions, while Top Feed placements strengthen brand awareness with strong visual CTAs.
By testing interactive add-ons and new beta features early on, campaigns don’t just generate reach but drive ticket sales at the lowest possible cost. Every setup is designed with a clear ROI-focus: more tickets for less paid media spend.
For some of the agency's live entertainment clients, this approach has increased revenue more than tenfold. Some of the agency's most noteable results from TikTok campaigns are: Adele: 43.830,828 impressions, Cirque du Soleil Kurios: ROAS 24,13x, Mamma Mia: Cost per conversion 1.69 EUR.
These results are thanks to the agency's keen understanding of TikTok's advertising tools, their collaborative approach with the team at TikTok, and their innovative and authentic approach to content which engages their audiences and attracts attention.
The agency's main takeaway from working with TikTok is that "no other platform provides such a strong partnership and support system". Over the years, NYBA has built a close, long-standing relationship with the TikTok team which brings a lot of value to the campaigns they work on. NYBA now see TikTok as the "most relevant platform for the future of live entertainment", with unmatched potential to drive revenue and transform how tickets are sold.
Through an innovative and collaborative use of the platform, NYBA has fundamentally changed the way people buy tickets through TikTok, with campaigns delivering authentic audience-centric content, campaigns which don't feel like advertising, and a foundation which enables campaigns to be scaled to multi-million-euro budgets, while driving measurable ROI and ticket sales.
This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance.
For decades, live entertainment marketing relied on channels where success could hardly be measured. At NYBA Group, we set out to change that. With TikTok as a partner, we’ve built a system where every cent is trackable, every campaign is optimized in real time, and every click can turn into a sold-out show. This is not just marketing – it’s the future of ticketing.