From June 15 through July 20, Compass ran across Google, Meta, and geofenced venues throughout Miami, reaching World Cup attendees and international UHNW buyers.
Miami moves through many modes in a single day: reading the news, scrolling social, running errands across the city. Display, Meta, and geofencing each meet Miami in one of those moments, so together the channels put Compass in front of Miami again and again across a single day, at a fraction of the cost of other advertising.
These are the publications Miami's highest-income households and visitors consumed during the tournament.
The New York Times and ESPN alone carried over 250,000 ad appearances, and on The New York Times, 1.05% of the people who saw the ad clicked it.
Meta ran across Facebook and Instagram for five weeks, reaching 40,599 people who each saw Compass nearly twice, on average.
Geofencing is the campaign's precision play. Display and Meta meet buyers online; geofencing starts with where buyers go offline.
Compass captured World Cup attendees at these affluent hotspots as they moved through the city. Bubble size and color both reflect ad appearances per venue. The bigger and deeper the violet, the more Compass ads reached buyers at that venue.
Hard Rock Stadium alone carried 9,555 ad appearances, more than half of every geofencing appearance the campaign earned, with Fontainebleau Miami Beach, the Four Seasons at The Surf Club, and Bal Harbour Shops rounding out the top venues by reach.
The targeting was built around Miami's World Cup buyer: international travelers searching World Cup hospitality suites and private jet charters, browsing five-star hotel suites and Michelin-starred reservations, and reading the luxury press from Robb Report to Mansion Global.
A handful of search terms, websites, apps, and addresses were used as online behavioral signals to reach the Miami World Cup buyer. They reflect targeting, not delivery.
Map search behavior only, not geofenced locations.
"From Host City to Home City" earned the most clicks in the campaign, 1,944 across both formats. "Game On, Miami" matched its click-through rate on a fraction of the appearances.
Compass national benchmark is 0.20%. The top three creatives each cleared the 14,000 ad appearance sample threshold.
| Tagline | Format | Ad Appearances | Clicks | CTR | |
|---|---|---|---|---|---|
 |
From Host City to Home City | Vertical (600×1200) | 142,916 | 1,399 | 0.98% |
 |
From Host City to Home City | Standard (600×500) | 76,806 | 545 | 0.71% |
 |
Game On, Miami | Vertical (600×1200) | 32,445 | 322 | 0.99% |
 |
Game On, Miami | Standard (600×500) | 6,710 | 47 | 0.70% |
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Both vertical creatives cleared 0.98% CTR, while their standard counterparts landed near 0.70%. The taller format takes up more of the page and held attention as Miami buyers scrolled.
"From Host City to Home City," anchored by the Pinecrest listing, drove 1,944 of the campaign's 2,313 Display clicks. "Game On, Miami" matched its click-through rate, a sign the brand line resonates, but the real address closed the click.
The vertical listing creative carried both the volume and the clicks this year: 142,916 ad appearances and 1,399 clicks at a 0.98% click-through rate.
A 2027 build should lead with this line, developing variations across additional Miami listings and both formats.
Concentrate the list on news and sports: The New York Times at 1.05% CTR, ESPN, and Sports Illustrated.
The luxury shelter titles, Vogue, Architectural Digest, Condé Nast Traveler, Vanity Fair, and Ocean Drive, carry steeper competitive bidding, so the campaign lost more of those auctions and they barely delivered. A tighter list concentrates the budget where it wins placement.