Intersport Austria: five-week onsite-media launch and attributed brand-halo reporting

Sponsored Products and Sponsored Display generated 536,653 impressions, a reported 5.81× attributed SKU ROAS and 17.3× attributed brand-halo ROAS in the first five weeks live. Attributed ROAS is not a causal estimate.

• 17.3× Reported attributed brand-halo ROAS (sequential periods, not a holdout)
• 5.81× Reported attributed SKU ROAS
• 536,653 Impressions
• 1.30% CTR

First five weeks live · 13 Jul – 16 Aug 2026 · McKINLEY & Active Rebel · from IAB Slovenija Final deck. Bayesian share-of-category used sequential periods, not a randomised holdout; the next phase is proper holdouts.

Intersport Austria moved from build-or-buy decisions to a live onsite retail media network on intersport.at, with Sponsored Products ranked into listing and product pages and Sponsored Display delivered through feature teasers and image-text banners.

The first five weeks ran with two owned brands: McKINLEY in Outdoor and Active Rebel in Fitness & Running. The campaign delivered 536,653 impressions, 6,988 clicks, 1.30% CTR, 17.2% cost of sale, 5.81× SKU-level ROAS and 17.3× brand-halo ROAS.

Share of voice rose from 0.58% to 7.37% for Active Rebel and from 6.72% to 22.60% for McKINLEY. Together, the two brands reached 30% of site impressions during the campaign.

The Bayesian share-of-category analysis compared sequential periods rather than a randomised holdout. It reported P(test > control) of 100% for both brands; the next phase is proper holdouts.