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 personas were constructed from first-party and contextual signals, with segmentation mapped to event categories rather than demographics alone. Campaigns then ran continuously against the defined segments, with CPA and ROAS tracked per segment and 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%.
| Metric | Recorded |
|---|---|
| Addressable audience | 53k to 745k defined individuals |
| CPA against prior campaigns | 20–30% better |
| ROAS | Above 400%, platform-reported |
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.