From April 27 through May 11, 75 Compass agents across New York, Connecticut, and New Jersey pooled $300 each into one collective Google display campaign targeting Met Gala audiences.
These are the publications Tri-State's highest-income households consumed during Met Gala week.
Over 2.2M appearances came from People, The New York Times, and Page Six alone.
Each agent ran two creative formats: standard and vertical. Together, 75 agents turned individual $300 budgets into compounding reach.
The six top-performers below averaged more than 5x.
Compass national benchmark is 0.20%
| Agent | Type | Format | CTR | |
|---|---|---|---|---|
 |
Team Soha | Brand | Vertical | 1.37% |
 |
Michael Holt | Brand | Vertical | 1.18% |
 |
Paul Zweben | Brand | Vertical | 1.18% |
 |
Stoltz Team | Listing | Standard | 1.02% |
 |
Reba Miller | Listing | Standard | 0.98% |
 |
Mike Davis | Listing | Vertical | 0.98% |
Fashion's biggest night returned to the steps of the Costume Institute with a reverence for craft and a roster of arrivals that...
Across the carpet, designers leaned into archival references and a quieter form of glamour that signaled a shift in...
Among the six sample-validated winners, the three highest CTRs were all vertical. Vertical takes up more real estate on the page, which pulls more attention. Team Soha led at 1.37%, 2.6x the campaign average.
The top three ads by appearance volume were all standard. Publishers carry more standard inventory than vertical, which is what built the campaign's 2.7M total.
Three listings landed in the validated winners: Reba Miller's 21 E 66th standard (972 clicks on 99K appearances), Mike Davis's vertical Met Gala landing page (614 clicks on 62K), and the Stoltz Team's Bronxville standard (596 clicks on 58K). Distinctive properties earned engagement regardless of format.
Vertical earns more attention per appearance because it takes up more real estate on the page. Standard runs on more inventory, which builds volume.
Brand creatives took the top three CTR spots in the campaign. Lead the brief with brand positioning. Listing variants work best as a secondary asset, not the lead.
Page Six earned the lowest CTR of any publication (0.13%) despite reaching 548K appearances, at $1.06 per click. Cutting Page Six will give more breathing room to the other publications with higher engagement.