Case Study: U.S. Publisher boosts hockey ticket audience targeting with Mather Economics

U.S. Publisher - Customer Case Study

Mather Economics worked with U.S. Publisher, a publisher trying to identify audiences more likely to buy hockey tickets for a local NHL team advertiser. The challenge was to use first-party audience and PII data to better target the right prospects across online and offline channels.

Mather Economics matched publisher and advertiser data, built a predictive model, and created six custom audience segments loaded into Google DFP for A/B testing against a non-targeted campaign. The campaign delivered a 15% to 20% lift in engagement over comparable ad sizes and produced strong ROI, including 9:1 for SEO and 18:1 for display, while also helping the advertiser recognize gaps in data and creative strategy.