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.

1. Case Study
Asian Cup Soccer
Tournament Campaign

2. 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

3. 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

4. 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

5. 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:

6. 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

7. For more information about
Sparc Media please contact
Stacey Delaney Sales Director
stacey.delaney@sparcmedia.com
www.sparcmedia.com