When it comes to your advertising and marketing agency, your show is supported by an entire team of laborers, who want to help your show succeed at the box office. A digital advertising coordinator is in the digital department. At the Pekoe Group, I’m supervised by our director of digital strategy. A digital ad coordinator must bring your show to life online — ensuring the right audiences hear about it, get excited and buy tickets. The role is a mix of creativity and data skills. It’s all about connecting audiences to the onstage story in the most effective way.
At the Pekoe Group, there are two digital ad coordinators; we handle the same duties for different client lists. Pekoe’s digital ad coordinators manage and optimize digital ad campaigns across Meta, Google platforms (including YouTube), TikTok and other digital channels. We build campaigns from scratch; adjust audience targeting based on their behavior as well as performance metrics, campaign objectives, ad creative and budgets; traffic all creative assets (a.k.a. prepare them and make them live on the desired platform); and manage website and ticketing platform tracking pixels to ensure every click and conversion is accurately captured for analysis — so we can measure campaign effectiveness and optimize performance.
Coordinators also collaborate with external vendors to secure display and programmatic ad placements across diverse websites, ensuring campaigns are carefully planned, executed on schedule and followed up post-launch to capture comprehensive performance data and assess their effectiveness.
A big part of the role is digging into analytics: monitoring performance metrics, audience engagement, click-through rates, conversions and ticketing trends. We use these insights to:
