Case Study: Wizz Air boosts CTR by 30% with Impression Digital creative testing

Wizz Air boosts CTR by 30% with Impression Digital

Wizz Air, a leading ultra-low-cost airline in the EMEA region, sought to identify the most effective messaging to attract new customers in a competitive market. Their challenge, addressed with vendor Impression Digital, was a lack of data to determine whether brand-focused or price-focused campaigns drove higher engagement for new customer acquisition.

Impression Digital implemented a creative A/B test using DV360's experimentation tool to compare price-led and brand-led messaging. The test, which standardized all other variables, revealed that the price-led creative significantly outperformed, driving a 30% higher click-through rate (CTR) than the brand creative. This provided Wizz Air with clear data showing that price is a key motivating factor for customer engagement.

Wizz Air