Tutu is one of the largest travel planning services, helping millions of users find tickets, hotels, and routes. Since 2023, Tutu has been actively cooperating with Hybrid, launching programmatic advertising using the Self-Service model.
At the end of 2024, Tutu had a goal to determine the most technologically advanced and effective solution for implementing programmatic advertising within the wide range of DSPs on the Russian market. Based on the results of The company decided to conduct an internal study and identify which of the platforms would best cope with the following tasks:
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Improving the expertise of employees in working with programmatic advertising
- Reduced time spent on campaign adjustments.
- Transparency of conversion and CPA data in a multi-DSP strategy.
The study was conducted from November to December 2024 and involved Based on the results of 6 DSPs with Self-Service for launching programmatic advertising. The flight launched the same number of campaigns in all DSPs. At the same time, Tutu employees used all the customization and optimization options recommended by each vendor. Based on the campaign results, the Tutu team assessed the cost of purchasing inventory, the impact on changing brand metrics, and the cost of purchases.
Two platforms made it to the finals: Hybrid Platform and another DSP. Below we share the results of the research that helped us become a leader.
Results of campaigns launched in Hybrid Platform compared to other DSPs*:
Based on the results of the placement, Hybrid Platform demonstrated the best results in terms of cost of conversions of video placements
— 13-14% lower than competitors. It is important to note that conversions were obtained with a 60% higher inventory cost. This proves
that the cost of inventory reflects its quality. In addition, based on the results of the placement, a 12% increase in brand awareness was
recorded through video advertising and a 9% increase in intention to use in banner advertising.
Advantages of the Hybrid Platform noted by Tutu employees
Transparency without intermediaries
Users have direct access to real-time campaign analytics, without having to regularly contact DSP managers. At the same time, access is open
to all statistics, including “raw” conversion data. As a result, based on burkina faso business email listreal-time statistics, the speed of decision-making and adjustments to
campaign optimization has increased by 3 times*.
Flexibility for campaign goals and technologyBased on the results of
Advertisers have access to the most up-to-date campaign setup and optimization tools: auto rules, SmartBid optimization for target actions,
AI assistant for launching Copilot campaigns, automatic selection salesblazers con sudaderas of the most effective creatives for display via built-in AI algorithms, as well
as AI generation of new versions of creatives. The attribution window is also customized for the specifics of the travel segment (for example,
taking into account the long decision-making cycle).
High level of partner services from Hybrid
Partners have access to full training programs for client teams with ongoing support, and the average technical support response with SLA is 15 minutes.
ConclusionsBased on the results of
1. Expertise within the team is the key to speed: Self-Service Hybrid lithuania phone number has proven that a platform with open analytics helps to analyze and optimize advertising campaigns faster, which leads to increased efficiency and a 13-14% reduction in CPA.
2. Loyalty through knowledge: an increase in Brand Recognition by 69% and Brand Awareness by 12% confirmed that the Hybrid Platform allows for more precise targeting of the target audience and provides access to high-quality inventory.