ASIAN CUP SOCCER TOURNAMENT
Campaign Client Flight date Channels
Asian Cup Soccer Tournament
AFC 1. May-June 2014 2. Oct-Nov 2014 3. Dec 2014 - Jan
2015
Rich Media, Video, Display,
Retargeting
Sparc Media was appointed as the digital media buying for the Asian Cup Soccer Tournament. The tournament was relatively unknown in Australia so we were tasked with increasing awareness and driving ticket sales.
The campaign was split into 3 phases:
Our job was to uncover the audiences most likely to be interested in purchasing tickets which comprised of hardcore soccer fans and those harder to find event go-ers, mums and dads and sports fans who might just go on a whim.
May-June 2014
Oct-Nov 2014 Dec 2014 - Jan 2015
Initial launch of tournament
Brand push to raise awareness
Complete focus on ticket sales
Awareness was a key focus of the campaign and was achieved in the form of video, interactive video and high impact rich media skins. We focused on a mixture of premium inventory sources, sports, entertainment and lifestyle categories.
As the client was doing above the line and PR, the retargeting also helped them to convert more of the traffic which was generated from those sources.
ROI 676.77% vs. a goal of 150% minimum
Then to drive ticket sales we implemented a variety of display and retargeting strategies. A large number of creative skews were put into market to ensure that each territory saw specific messaging based on their location.
CPA $21.20 vs. a goal of $20-$40
Average shopping cart value: $165.27 vs. a goal of $100-120
Skins were placed on the AdSparc rich media platform.
The Skins yielded an engagement rate of 1%
HIGH IMPACT AD UNITS
ehow.com cracked.com zerotackle.com ibtimes.com dailymotion.com
The highest performing sites were:
Video was bought programmatically and on Youtube appearing as pre-roll. The average CPM for Video overall ended at $23.89.
The highest number of conversions came from:
We noticed early on that the video though delivering results for attention and interest phases in a customer journey cycle did not push towards an actual sale. Hence this was stopped early on and budget moved into performing display.
559 conversions
CPA
$25.94
657 conversions
CPA
$15.92
421 conversions
CPA
$18.82
373 conversions
CPA
$12.90
181 conversions
CPA
$4.35
The sites which received the highest conversions was Anonymous Fairfax sites, but it was not at all the best performing site. Sites such as ebay, msn, dongyoungsang.com performed much better in terms of lower CPA’s and higher conversion rates
VIDEO
Fairfax DRX eBay Low volume
inventory (blogs, etc)
Gumtree Realestate
For more information about Sparc Media please contact
Stacey Delaney Sales Director
www.sparcmedia.com
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