Case Study: Southwest Airlines achieves 2.9–5.5X lower CPAs by converting banners to native with Sharethrough

Southwest Airlines Banners to Native 3-Day Sale

Southwest Airlines needed to reach travel intenders to promote a limited 3‑day sale on specific routes and drive search actions on southwest.com, but only had banner creative and faced a short flight with aggressive CPA targets. Sharethrough converted the banner assets into native creative and was engaged to deliver against those direct‑response goals.

Sharethrough implemented a first‑look priority deal to maximize reach against the target audience and simultaneously tested 1P, 3P and comScore IAB Digital Interest segments using native ads; the comScore IAB Digital Interest targeting outperformed other tactics, delivering 2.9×–5.5× lower CPAs and helping optimize toward the most efficient cost per acquisition.

Southwest Airlines