Case Study: TUI lowers checkout and purchase costs with Smartly.io

TUI Finds Best Performing Creative Elements by Playing with Modular Approach

TUI, the global travel operator, wanted to reach new customers in Belgium and the Netherlands while improving the performance of its video advertising. To do this, TUI worked with Smartly.io and used Smartly’s Video Templates tool to test different creative approaches and learn what resonated best with its audience.

Smartly.io helped TUI build modular video templates and automatically generate more than 100 ad variations across different lengths, personas, and calls to action. After A/B testing the concepts, TUI found that the 10-second video outperformed the 6-second versions, delivering 72% lower cost per initiate checkout and 36% lower cost per purchase.

TUI

Nicolas Elshout

Lead Programmatic Media Buying