01
The tournament was in the photo
Two of the four top performers came from The Zweben Team, each one a photo of the team on the grounds of the US Open with an oversized racket in hand.
For two weeks, 33 Compass agents and teams across the Tri-State put their brands and listings in front of the region's highest-income households during the US Open.
These are the publications where the Tri-State's highest-income households saw Compass the most during the US Open.
Together, the three accounted for 98.6% of appearances.
| Publication | Ad appearances | |
|---|---|---|
| 01 | 1.07M | |
| 02 | 324.7K | |
| 03 | 73.4K |
The New York Times had a 1.04% engagement rate, 5.8 times the national average. USA Today had the highest engagement rate of the three publications, 7.4 times the national average. USA Today readers resonated with the US Open creative.
The rest of the total appearances came from sports coverage publications like Sports Illustrated, Tennis.com, and Bleacher Report, business titles like Forbes, Bloomberg, and The Wall Street Journal, and luxury lifestyle titles like Robb Report, Vogue, and GQ.
These are the four that performed the best.
Two of the four top performers came from The Zweben Team, each one a photo of the team on the grounds of the US Open with an oversized racket in hand.
"Ace your next home search" and "Smashing property deals. Grand slam service." each tied a tennis term to a home. The Rahmé Team made the same connection visually, setting its ad on a tennis court.
The 13 listing campaigns earned a 1.11% engagement rate, 6.2 times the 0.18% national average and above the brand campaigns' rate. A named home like The Hudson Valley Team's Sky House gave the Tri-State a reason to click.
Draw digital fences around the US Open grounds at the USTA Billie Jean King National Tennis Center in Queens, New York City's five-star hotels, and private airports like Teterboro. When a device steps inside one, Compass follows it across its screens for the rest of the campaign.
Pair a themed headline with tennis-focused lifestyle imagery from the tournament, the approach behind this year's top-performing ads.