Spotalytics case | TUI NL
TUI Netherlands (part of TUI Group) is the biggest player in the Dutch tourism sector. Nowadays, the travel organization takes care of more than 20 million vacationers per year on 180 destinations. These holidays are sold (amongst other things) via 1,600 travel agencies in Europe. In addition, TUI Group has a combined fleet of 16 cruise ships, more than 150 aircraft and 330 hotels. Hereby offering consumers a ‘one stop shop’ to book a holiday and discover their smile.
TUI allocates a substantial part of their budget to TV. Despite the degree of investment in this medium type and the high variation in creatives, they were missing a robust and reliable solution that offers sameday insights on their TV ad effects, with the possibility to further maximize TV ROI. Therefore, TUI partnered up with Mediasynced and started with Spotalytics, in order to shed light on the direct performance of their TV ads, and the possibility to optimize based on real-time performance insights.
The Spotalytics solution enabled TUI NL to make the TV performance of their Summer campaigns accountable on the basis of website behavior (direct uplift in website visits). The Spotalytics dashboard allowed TUI to drill down to specific airings and validate uplifts of e.g. channels, creatives, weeks and dayparts by spend or GRP, while in-flight. With the help of the accumulated TV effect knowledge from the Summer campaign 2017, TUI was able to generate specific TV buying decisions that drove maximum response during the subsequent campaign in 2018. In addition, during the Summer campaign 2018, in-flight changes were made by adjusting the planning of underperforming buys (e.g. creatives with certain holiday destinations) in favor of better performing buys. These optimizations have led to a greater uplift in website visits and thereby significantly increased TUI’s campaign ROI.
Compared to 2017, the Summer TV campaign in 2018 showed a significant improvement. The TV spots of this campaign, generated +20% more website visitors (direct effect of TV), with less TV costs -40%.
- Optimizing the media deployment of future campaigns based on accumulated knowledge of past campaigns. This resulted in a relative lower cost per visit.
- Making in-flight changes in the planning of underperforming creatives, which led to higher direct TV effects.