TUIfly.com achieves both reach and CPC goals during massive Webcover campaign and improves advertising efficiency with Criteo’s newest engine and Engine Optimized Segments.
During peak seasons, TUI runs high-profile branding campaigns to stand out in the crowded travel market. In 2014, it wanted to generate mindshare with an enticing 2-for-1 airfare deal.
Always looking for higher efficiency, TUIfly.com also wanted to simplify its marketing segmentation strategy and maintain continual growth in ROI.
TUIfly.com knew its 2-for-1 promotion would be popular and wanted a way to combine massive branding reach with efficient optimization.
Additionally, the travel group runs multiple campaigns with diverse goals and a complicated segmentation structure, with 8 to 10 different segments for each destination category
Criteo’s Webcover product provided massive reach and intelligent predictive optimization during a single-day campaign. Higher CPCs enhanced volume while Criteo’s predictive engine targeted the most valuable users.
In order to improve advertising efficiency, TUI ran an A/B test during April, 2014, to contrast the results of its conventional segmentation strategy and Criteo Engine-Optimized Segments. With Engine Optimized Segments, users are categorized only by travel destination, and the engine does the optimization automatically.
Criteo Engine-Optimized Segments