TUI with “smart survey” showcase project
on Heute.at: Advertising adapted to
survey responses

Advertising is fully effective when it is targeted at the respective target group - an approach that is particularly important in the tourism industry. Tour operator TUI offers numerous hotels and travel packages that appeal to different age groups, budgets and interests. With the new commercial publishing product “Smarte Umfrage” on Heute.at, it is now possible to display customized advertising material to different target groups. This involves an innovative combination of surveys and personalized advertising material.

In the first step, an editorially designed survey is used to determine which topics are of interest to the user. Based on the answer, the person is shown the corresponding advertising subject in the second step. This “smart survey” combines opinion research with performance marketing by collecting relevant information and immediately displaying the appropriate advertising message or redirecting the user to a corresponding landing page.

“The implementation of the smart survey in collaboration with Goldbach is a significant step for TUI towards a data-driven marketing approach. As TUI addresses a large number of target groups, the adaptive display of content according to user preference is crucial. This allows us to present each target group with exactly the offers that are relevant to them. This not only increases customer satisfaction, but also reduces wastage,” says Alexander Blühberger, Online Marketing Manager Customer Relationship Management at TUI, explaining the advantages of this approach for advertisers and consumers.

TUI's first-mover campaign, which ran from July 8 to September 1, 2024, achieved impressive results: 27.19% of users who took part in the survey subsequently clicked on the displayed advertising material and were redirected to the corresponding landing page at TUI.

“We are delighted with the success of the first project with this new form of advertising and look forward to further implementations with TUI in the area of special advertising formats,” explains Julian Reisinger, Key Account Manager at Goldbach Austria and responsible for the project. “It was great to implement this innovative concept together with TUI as a first mover. The successful case now gives us the opportunity to integrate this special form of advertising in thematically appropriate environments on Heute.at. So we can use the smart survey in all travel-related articles, for example, and thus make it accessible to a broad user base.”