Campaign Overview
Client: Confidential
Event: Sea Asia 2025
Location: Marina Bay Sands, Singapore
Objective: Drive awareness and page registration conversions targeting professionals attending Sea Asia 2025.
Platform: Programmatic advertising
Strategy: Precise geo-fencing around the event venue.
Approach
To target and engage maritime professionals attending Sea Asia 2025, we deployed a programmatic campaign leveraging location Audience Segments. Using geo-fencing, we targeted mobile devices observed within 11 specific coordinates around Marina Bay Sands during the event dates (March 24–27, 2025).
Performance Highlights:
• Targeted Reach Execution: Using the available budget within a tight activation window (March 24–28), the DSP strategically delivered over 12,000 impressions from a potential audience of 1 million+ maritime professionals in the Sea Asia vicinity.
• Audience Responsiveness: The campaign achieved a 0.30% click-through rate, aligning with industry benchmarks for cold but highly targeted traffic.
• Engagement Quality: Of those reached, roughly one in four engaged users spent more than 15 seconds with the content — highlighting both relevance and creative cut-through.
• Conversion Efficiency: More than 80% of clicks resulted in conversions, showcasing the strength of intent within this niche audience.
• Time on Site: Average visit duration approached one minute, signalling genuine user interest and effective alignment between ad and landing experience.
• Scalable Learnings: With focused delivery and measurable engagement, this campaign validated the potential for scaling similar location-driven audience strategies, both for future events and broader retargeting.
Post-Event Opportunities
Beyond the live campaign, the captured location-based audience remains a powerful asset. These users can be retargeted post-event for:
- Lead nurturing campaigns: Follow up with tailored messaging aligned with event themes or product interest shown during the event.
- Lookalike audience modelling: Use this high-performing segment to create broader prospecting audiences for future maritime or B2B campaigns.
This capability transforms the one-off impact of an event into a longer-term marketing asset, reinforcing the value of geo-based targeting in any event-driven strategy.
Conclusion
By deploying a location Audience Segment, we effectively zeroed in on our target audience—maritime professionals attending Sea Asia 2025. The campaign proved the power of hyperlocal programmatic targeting, not only achieving meaningful engagement but also delivering conversion-focused results at scale.