A national sports and entertainment precinct whose addressable audience stood at 53,000 defined individuals — far short of what its venue calendar needed to fill.
What we did
- Cookieless persona construction from first-party and contextual signals
- Audience segmentation mapped to event categories rather than demographics alone
- Ongoing campaign activation against the defined segments
- CPA and ROAS tracking per segment, reported with their limitations named
What happened
The addressable audience grew from 53k to 745k defined individuals. Ongoing campaigns against those segments run 20–30% better on CPA, with platform-reported ROAS above 400%.
The honest read
Platform-reported is said deliberately: ROAS a platform grades for itself flatters, and incrementality is the harder, better question — we will tell you when a number is which. The durable asset here is the audience itself. The media results follow from the audience work, and the engagement is ongoing, so the figures describe a running programme rather than a closed one.
Client described rather than named, and all figures are reported exactly as recorded at the time.