AIDA & Initiative
AIDA & Initiative Drive 5X ROAS and a 26% Lower CPO than Peer Set with Taboola’s AI-Powered Performance Platform
AIDA & Initiative Drive 5X ROAS and a 26% Lower CPO than Peer Set with Taboola’s AI-Powered Performance Platform
- 26% Lower Average CPO Than Peer Set
- 5x Average Campaign ROAS
- 82% More Conversions Than Campaign Start, While Lowering CPO by 50%
- 19% Higher Campaign ROAS Than Peer Set
Company
AIDA Cruises is a leading German cruise line offering voyages to diverse destinations worldwide. As one of the leading global media agencies, Initiative unlocks business growth for the world’s most ambitious and prestigious brands.
Challenge
Acquire new customers by using the latest and most innovative ad technology to capture audiences on the open web and find the right advertising partners to achieve this with.
Solution
Launch Taboola Image Ads across the open web, implementing the Maximize Conversions bidding tool and audience targeting solutions to optimize results.
Results
Taboola achieved a 5X average campaign ROAS and a 26% lower average CPO compared to the peer set for AIDA. They also drove 82% more conversions compared to the campaign start while simultaneously reducing CPO by 50%.
Introduction
AIDA Cruises is a leading German cruise line offering voyages to diverse destinations worldwide. Part of Carnival Cruises, AIDA operates a modern fleet of 11 ships designed to provide a relaxed and vibrant atmosphere, appealing to a younger, active demographic. As a leading tourism company in Germany, AIDA is set apart by its continuous growth, economic success, and pioneering spirit in the use of innovative and sustainable technologies.
Initiative is a leading global media agency that unlocks business growth for the world’s most ambitious brands. The agency believes in the power of media to reshape their industry and orchestrate a brand’s entire consumer experience. Initiative builds their trademarked Fame & Flow™ results for brands while focusing on sustainable growth with future-oriented communication strategies.
AIDA Reaches Engaged Audiences Across the Open Web with Taboola Targeting Solutions
AIDA was looking to acquire new customers for their vast offering of cruise holidays around the world. Specifically, they were searching for a trustworthy partner to help them reach untapped audience potential on the open web. They also wanted a partner who would help them take a clear, results-driven focus to their campaign strategy and use the latest and most innovative ad technology.
AIDA’s agency Initiative collaborated closely with Taboola to set up their campaigns, beginning by analyzing user quality and testing a broad spectrum of ad formats. Taboola provides the advanced solutions that advertisers need to scale their reach across the open web and boost performance results.
After their initial testing phase, Initiative and AIDA leveraged key insights to optimize their strategy. With data-driven decision-making, they implemented a wide array of audience targeting mechanisms, including Taboola‘s first & third-party marketplace audiences, while staying brand safe by using Brand Safety and Suitability Pre-Bid solutions by Double Verify. Additionally, AIDA made retargeting part of their always-on media strategy by connecting their in-house DMP to Taboola’s ad platform and adding the possibility to retarget 30+ different travel-specific first-party audiences.
AIDA Achieves 26% Lower Average CPO Than Peer Set with Taboola Maximize Conversions
AIDA and Initiative also leveraged Taboola’s advanced bidding solution, Maximize Conversions. Powered by AI, Maximize Conversions automatically adjusts bids to engage high-quality audiences on the open web and optimize performance results.
In order to assess the success of Taboola as a partner, AIDA and Initiative continuously evaluated and assessed results against a defined peer set of comparable performance partners. After 1.5 years of scaling across 120 campaigns and 600 ads, AIDA and Initiative achieved impressive results with Taboola’s ad platform. While consistently increasing spend, Taboola generated a 26% lower average cost per opportunity (CPO) compared to the peer set for AIDA. Taboola also achieved a 5x average campaign ROAS — 19% higher than the peer set. Additionally, Taboola and Initiative generated 82% more conversions at a 50% lower CPO for AIDA compared to the start of their partnership.
In order to keep building on the remarkable success of the mutual partnership to date, AIDA and Initiative plan to test new Taboola ad solutions, such as Motion Ads and Dynamic Creative Optimization (DCO). They also hope to build deeper engagement with AIDA’s existing customer base to drive long-term brand loyalty and deep funnel results.
“We were looking for a scalable channel partner to develop a tailored, comprehensive, and results-oriented approach for AIDA. Taboola remained a close collaborator, enabling us to seamlessly track results and stay on top of the latest developments on Taboola’s platform. With the flexibility to test a variety of creatives and a wide array of audience targeting mechanisms, we were able to see a significant uplift in performance results.”
- Franz Luxemburger, Head of Digital Consulting, Initiative