Programmatic For Discount Toy Co
During the highly competitive Christmas retail period in Q4 2025, Discount Toy Co, a leading Australian toy retailer, partnered with COOL Media to drive incremental online sales and maximise return on advertising investment through a data-driven programmatic display campaign. The objective was to capture high-intent holiday shoppers, increase conversion efficiency, and demonstrate measurable incremental revenue.
43%
Incrementality Conversion Uplift
$42
Return on Ad Spend (ROAS)
Services
Challenges
- Drive online toy sales during the Christmas shopping period
- Increase brand visibility among in-market gift buyers
- Improve conversion performance through audience targeting
- Deliver measurable incremental uplift versus non-exposed audiences
- Achieve strong return on advertising spend (ROAS)
Strategy & Execution
COOL Media implemented a programmatic digital display campaign leveraging advanced audience targeting and real-time optimisation.
Key strategic elements included:
- Seasonal audience targeting focused on parents, gift shoppers, and toy category browsers
- Dynamic digital display creatives aligned to Christmas promotions
- Real-time bidding optimisation to prioritise high-intent users
- Frequency and placement optimisation to maximise efficiency
- Incrementality measurement to validate true campaign impact
The campaign ran throughout Q4 2025, aligning with peak retail moments including Black Friday, Cyber Week, and last-minute Christmas shopping periods.
Media Channels
- Programmatic Digital Display
- Premium publisher inventory across Australia
- Cross-device targeting (mobile, desktop, and tablet)
Key Results
The campaign delivered exceptional efficiency and measurable business outcomes during one of the most competitive retail periods of the year.
Key Performance Results:
- Return on Ad Spend (ROAS): $41.52
- Incrementality Conversion Uplift: 43% higher conversions among exposed audiences compared to the non-exposed control group
- Strong revenue generation relative to investment level
- Efficient customer acquisition during peak seasonal demand
Impact
The results demonstrated that programmatic display, when paired with intelligent audience targeting and optimisation, can drive significant incremental revenue, not just attributed conversions.
By proving a 43% uplift versus non-exposed users, the campaign validated that media investment generated genuine additional sales rather than capturing existing demand.
Key Takeaways
- Programmatic display effectively scaled reach during peak retail periods.
- Data-led optimisation delivered exceptional efficiency at a modest investment level.
- Incrementality measurement provided clear evidence of true marketing impact.
- Holiday-aligned creative and targeting maximised shopper intent.
Conclusion
The Q4 2025 campaign positioned Discount Toy Co for strong Christmas trading performance, delivering outstanding return on investment and meaningful incremental growth.
Through COOL Media’s programmatic expertise, the campaign achieved both immediate revenue outcomes and measurable proof of advertising effectiveness, establishing a scalable framework for future seasonal campaigns.
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