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Our challenge was to design and implement a creative testing plan that would accurately measure which approach drove the highest engagement.\u003C\u002Fp>\n","4",[],{"acf_fc_layout":375,"reduced":269,"top_overlap":367,"bottom_underlap":367,"disable_observer":-1,"style":-1,"layout":-1,"size":376,"container":377,"gutter":-1,"left_gutter":378,"position":30,"image":379,"image_width":65,"image_height":66,"alt":380},"banner","full","container","gutter","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F03\u002FWizz-Prog-laptop.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880","Wizz-Prog-laptop",{"acf_fc_layout":365,"reduced":269,"top_overlap":367,"bottom_underlap":367,"disable_observer":-1,"style":382,"layout":369,"heading":383,"intro":384,"cta_text":30,"cta_link":30,"columns":385,"show_steps":84,"grid_items":386},"blue_background","The Strategy","\u003Cp>To define our creative strategy, we needed to understand travellers’ motivations when they’re in the early planning phase of their trip.\u003C\u002Fp>\n\u003Cp>We uncovered two key factors that emerge in the decision-making process:\u003C\u002Fp>\n\u003Cul>\n\u003Cli>\u003Ca href=\"https:\u002F\u002Fcivicscience.com\u002Fbooking-sites-and-discount-airlines-that-lead-among-cost-conscious-travelers\u002F\">37%\u003C\u002Fa> of travellers say that cost is the most important factor when choosing an airline\u003C\u002Fli>\n\u003Cli>Brands with higher trust & reputation resulted in higher purchasing intent\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>With these two variables in mind, we conducted an A\u002FB creative test to determine which messaging – price-led or brand-led – was most compelling to new airline customers.\u003C\u002Fp>\n\u003Cp>DV360’s built-in experimentation tool enabled us to measure which creative type drove the highest engagement from our audience in a way that was statistically significant.\u003C\u002Fp>\n\u003Cp>The test was conducted in Italy, one of Wizz Air’s key markets, during its two-month autumn branding campaign. Our audience targeting comprised a mix of in-market, affinity and custom audiences curated to reach users with an affinity for low-cost travel. When measuring success, as this was an awareness campaign, we optimised towards both clicks and click-through rate (CTR), alongside reach.\u003C\u002Fp>\n\u003Cp>The price-focused creative featured popular destinations for Wizz such as Budapest, Vienna, London and Marrakesh, while the brand-focused creative included inspirational messaging and Wizz Air branding.\u003C\u002Fp>\n\u003Cp>To ensure a fair test, we standardised all elements, including targeting, budget, and pacing, across both creative types.\u003C\u002Fp>\n","2",[],{"acf_fc_layout":388,"reduced":269,"top_overlap":367,"bottom_underlap":367,"disable_observer":-1,"heading":389,"intro":390,"columns":385,"style":22,"layout":391,"grid_items":392},"linked_content_grid","The Results","\u003Cp>After a 2 month testing period, we analysed the below results:\u003C\u002Fp>\n","left-margin",[393,395],{"title":30,"content":394,"link":30},"\u003Cp>Price-led creatives significantly outperformed brand-focused creatives, driving a 30% higher CTR.\u003C\u002Fp>\n",{"title":30,"content":396,"link":30},"\u003Cp>This compared to brand creatives among the travel audience in Italy, which suggested that price remains an important motivating factor for engagement, even at the top of the funnel.\u003C\u002Fp>\n",{"acf_fc_layout":398,"reduced":269,"top_overlap":366,"bottom_underlap":366,"disable_observer":-1,"heading":399,"cta_text":400,"cta_link":401,"items":402},"related_module","Related Programmatic blogs","See all articles","\u002Fblog\u002F",[403,418,436],{"type_key":404,"title":405,"excerpt":406,"to":407,"postedAt":408,"readingTime":409,"image":410,"authors":411,"category":415},"post","The Reach Paradox: Why you shouldn’t gave to choose between scale and quality","\u003Cp>For years, the digital advertising industry has treated ‘reach’ as the ultimate proxy for brand awareness. 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