Case Study: Disney Cruise Line lowers cost-per-booking with Innovid dynamic creative

Disney Cruise Line lowers cost-per-booking by 84% with Innovid

Disney Cruise Line aimed to reduce its cost-per-booking but faced challenges with shared learning across campaigns and media cannibalization from overlapping audiences. The company partnered with Innovid, which utilized its dynamic creative optimization (DCO) and decision tree technology to address these issues.

Innovid implemented a solution that segmented Disney Cruise Line's homepage visitor audience. Half were served creatives personalized by its decision tree, which prioritized user signals, while the other half received the existing campaign-driven ads. This strategy resulted in a dramatically lower cost-per-booking, including an 84% reduction for European destinations, a 55% reduction for Florida destinations, and a 52% reduction for domestic destinations.

Disney Cruise Line