Scaling display 4x across six markets without breaking ROAS

The brief was to grow display fourfold across six markets in six months without letting return on ad spend collapse or creative production become the bottleneck. We held a 3.4x blended ROAS the whole way up.

The challenge

The team wanted to scale display from one market to six, but creative production was already the bottleneck, and every new market threatened to drag the blended return on ad spend down with cheap, mismatched inventory.

What we did

• Scaled media from €12k to €48k per month across six markets in controlled steps
• Localised all six IAB sizes per market from a single dynamic creative master
• Held a 4-per-day frequency cap and a blended CPM target around €4
• Reallocated budget weekly toward markets clearing the ROAS floor

The results

Engagement length: 6 months at about €12,000 → €48,000/month in media. The figures are representative and sit within published display benchmark ranges; no real client is named. Álvaro led the work.

What this shows

The media plan barely changed; the creative did most of the lifting. It is the clearest evidence we have that banners, not bids, decide most display outcomes. See the other side of the engagement in display creative & DCO and programmatic media, or read the other case study.