For five weeks, 25 agents across New York, New Jersey, and Connecticut reinforced Compass' presence in a collective Google display campaign, targeting World Cup audiences in the Tri-State's most affluent suburbs.
Continuous Compass presence resulted in compounding recognition across the Tri-State.
These are the publications the Tri-State's highest-income households consumed during the tournament.
Over 1.8M appearances came from The New York Times and ESPN alone.
The targeting was built around the Tri-State's World Cup luxury buyer's online behavior: high-net-worth individuals and households searching luxury enclaves in NJ, NY, and CT, chasing FIFA hospitality suites and private jet charters out of Teterboro, and reading luxury lifestyle publications, like Mansion Global and Robb Report.
A handful of search terms, websites, apps, and addresses were used as online behavioral signals to reach the World Cup luxury buyer. They reflect targeting, not delivery.
Map search behavior only, not geofenced locations.
The six ads below drove nearly half the campaign's clicks.
Our national benchmark is 0.20%
| Agent | Type | Format | Clicks | CTR | |
|---|---|---|---|---|---|
 |
Cornelia Van Amburg | Listing | Standard | 1,698 | 0.82% |
 |
Huihui Geng | Brand | Vertical | 1,558 | 1.17% |
 |
Alexia Ticas | Brand | Standard | 1,436 | 0.74% |
 |
Brian Babst | Listing | Standard | 1,273 | 0.76% |
 |
Gerard Mattera | Brand | Standard | 1,035 | 0.87% |
 |
Laura De Francesco | Brand | Vertical | 821 | 0.87% |
The tournament's arrival turned the region into a football capital for a month, with fan festivals along the Hudson and a final on the calendar just across the river...
Across the region, watch parties spilled out of bars and living rooms into parks and plazas, a summer social calendar rewritten by...
Vertical ads ran at 1.01% against 0.80% for standard. Vertical takes up more of the page, which pulls more attention.
Publishers hold far more standard inventory than vertical, so the 300 × 250 ads delivered 1.18M of the campaign's 1.82M appearances. Four of the five highest-volume ads were standard.
Brand creative averaged 0.88% CTR, and listing creative averaged 0.87% CTR, both comfortably above benchmark. Format wasn't what separated the top performers. The market-naming tagline was.
Vertical earns more attention per appearance because it takes up more real estate on the page. Standard runs on more inventory, which builds volume.
The market-specific version of that tagline produced the campaign's strongest results: 1.17% CTR for Manhattan on 133.6K appearances and 1.38% CTR for Brooklyn.
Naming the buyer's market is the clearest creative signal the campaign produced, and future campaigns should develop tagline variations based on this winning pattern.