Tripadvisor Scales Video Effortlessly and Cuts Costs by Over 50% with Smartly's CPV Templates
Objective
Expand creative variety and drive more efficient performance by introducing video, without increasing creative production burden.
Solution
Smartly partnered with Tripadvisor to introduce Catalog Product-Level Video (CPV) into their always-on campaigns, unlocking video without the traditional creative lift.
Using existing Image Templates as a foundation, Smartly built lightweight, scalable CPV templates that required no additional production resources. These video assets were seamlessly deployed via Smartly Workspaces into existing ad sets, enabling Meta’s algorithm to dynamically optimize delivery between image and video formats.
Key Features Used:
- CPV Video Templates
- Smartly Workspaces for streamlined activation
- Collaborative creative iteration and approvals
This approach gave Tripadvisor a low-effort, high-impact way to diversify their media mix with video. Despite initial fluctuations, CPV templates quickly proved their value, delivering measurable cost efficiencies while still achieving ROAS goals. The result: a more flexible, future-proof creative strategy built for continuous optimization.
Tripadvisor Scales Video Effortlessly and Cuts Costs by Over 50% with Smartly's CPV Templates
Tripadvisor is a global travel platform that helps millions of travelers plan and book their trips. With trusted reviews, ratings, and booking tools for hotels, restaurants, and attractions, Tripadvisor connects users with unforgettable travel experiences around the world.
Objective
Expand creative variety and drive more efficient performance by introducing video, without increasing creative production burden.
Solution
Smartly partnered with Tripadvisor to introduce Catalog Product-Level Video (CPV) into their always-on campaigns, unlocking video without the traditional creative lift.
Using existing Image Templates as a foundation, Smartly built lightweight, scalable CPV templates that required no additional production resources. These video assets were seamlessly deployed via Smartly Workspaces into existing ad sets, enabling Meta’s algorithm to dynamically optimize delivery between image and video formats.
Key Features Used:
- CPV Video Templates
- Smartly Workspaces for streamlined activation
- Collaborative creative iteration and approvals
This approach gave Tripadvisor a low-effort, high-impact way to diversify their media mix with video. Despite initial fluctuations, CPV templates quickly proved their value, delivering measurable cost efficiencies while still achieving ROAS goals. The result: a more flexible, future-proof creative strategy built for continuous optimization.
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