会社概要
Versant

製品
Rokt Thanks
業界
Media and Entertainment
ユースケース
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Versant Digital Platforms & Ventures partnered with Rokt to unlock more value across the Transaction Moment™ for Fandango and GolfNow, creating more relevant customer experiences while driving incremental profit.

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00:03 What I love about Rokt is it has remained partner-focused, and I think

00:06 that allows us to trust that what Rokt is asking us to do or is working with

00:12 us to implement is good for both of us

00:18 My name is Will McIntosh.

00:19 I'm the president of a division of Versant called Digital Platforms and Ventures.

00:23 In my day-to-day, there's a lot of context switching between

00:27 brands like GolfNow and Fandango.

00:29 They're iconic digital brands for things like buying movie tickets

00:33 online or reserving tee times online.

00:35 If you love golf, you tend to be pretty passionate about it.

00:38 If you love movies, you tend to be pretty passionate about it.

00:40 These are digitally savvy people, mobile first.

00:43 Like, if you look at the businesses, they've become very mobile app

00:47 or mobile web in orientation in terms of how audiences engage with

00:51 us, where they actually transact.

00:53 Booking a tee time is different than buying a movie ticket, but at the

00:56 end of the day, you're capturing a lot of the same information.

00:59 You're focused on conversion and the Rokt integration, whether pre or post-checkout.

01:04 I think any time we're learning something from any of the properties,

01:07 we're applying it to all two.

01:11 So if you look at what we did with Fandango, we introduced

01:14 payment-related offers.

01:15 So very relevant at checkout.

01:17 You're getting ready to, to pay with some form of payment, and we're showing you

01:20 an offer via Rokt that might get you to consider a different form of payment or

01:25 to sign up for a new form of payment.

01:27 That has worked very well, and so now we're looking to do those kind of

01:31 integrations across the other products.

01:33 Obviously, you're not really displaying this until the consumer's checked out,

01:36 at least in the early stages of what we've integrated, and it's done in such

01:40 a thoughtful way that it almost feels like it's added value for the consumer.

01:43 So we felt like it would be well-received, and that's certainly been the case.

01:47 I honestly don't think Rokt has any peers, especially in its

01:50 core business and what it does.

01:52 You think about Fandango and GolfNow as tech companies, but I actually say

01:55 we're sales and marketing companies that happen to be built upon tech platforms,

02:00 and that's how we think about our partnerships, and that's how we treat

02:03 our partners, and Rokt is one of those.

02:05 Just the way that the company interacts with its partners, I think is unique.

02:09 The audience has evolved over time, and our approach to making

02:14 sure the audience has a great experience has evolved as well.

02:16 So I think the Rokt integrations have only been additive.

02:19 What I have come to learn is Rokt is really becoming a partner on

02:23 conversion optimization for us.

02:25 So not only do we get to tap into the external partners that Rokt delivers

02:29 from an advertising standpoint, but we're starting to work with Rokt to

02:32 optimize checkout for our own products and services, whether that's the membership

02:36 products that we offer on Fandango, and GolfNow, or upselling into other products.

02:41 There's not many partners we have today, tech or otherwise, that I

02:44 think are as focused as Rokt is on helping us drive our core business and

02:49 coming to us proactively with ideas.

02:51 In many cases, we're going to our partners trying to ask them to

02:55 help us implement new ideas or look for new opportunities for growth.

03:00 And I think with Rokt, it's, it, it's Rokt is always the proactive

03:03 partner, which is fantastic.

03:05 There's been so many wins, I don't even know where I would start.

03:07 I mean, one, if you just look at the idea that we're using real estate

03:12 that was previously underutilized or not utilized to drive significant

03:17 revenue, I think that's a win.

03:19 I think the idea that we're able to use the Rokt technology to drive our own

03:23 products and services and, and increase conversion and, and optimization is great.

03:29 And then Rokt continues to expand.

03:30 The acquisition of mParticle, the acquisition of Canal, now

03:33 Rokt Catalog, is leading to more opportunities that we didn't anticipate

03:37 when we started the relationship.

The opportunity

Across its portfolio, Versant reaches millions of digitally engaged customers at moments of clear intent: buying movie tickets and booking tee times.

Will McIntosh, President of Digital Platforms & Ventures at Versant, saw an opportunity to do more with that attention. Checkout was more than the end of a transaction. It was an opportunity to create more relevant customer experiences while opening a new commercial channel for the business.

The partnership

Versant first activated Rokt Thanks with Fandango in 2022, then expanded across GolfNow. Across both brands, Rokt Thanks transforms the confirmation page into a relevant engagement moment, serving offers when attention and intent are highest.

On Fandango, Versant also uses Rokt Pay+ to surface relevant payment offers on the payment page, prompting customers to consider or sign up for a new payment method at the point of purchase.

Because the checkout architecture is similar across the portfolio, learnings from one brand can be applied to the others. What works on Fandango can inform GolfNow, helping each optimization compound over time.

The partnership has also expanded into conversion optimization for Versant’s own offerings, including membership upsells and concession offers within the Fandango flow.

The impact

To date, Versant has generated significant incremental profit with Rokt. With minimal operational overhead, the partnership has become a meaningful source of incremental profit.

McIntosh describes the partnership as one of Versant’s most financially meaningful in recent years, without compromising the customer experience.

I honestly don’t think Rokt has any peers, especially in its core business. There’s not many partners we have today, tech or otherwise, that I think are as focused as Rokt is on helping us drive our core business and coming to us proactively with ideas.

For Versant, the partnership continues to expand across the Transaction Moment™. Each new integration builds on the last, helping create more relevant customer experiences while strengthening a portfolio-wide growth engine.

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