The consolidated sales revenues of Wirtualna Polska Holding S.A. exceeded PLN 437 million in the third quarter of 2024, which is almost 8% more than in the same period of the previous year. The company's net profit reached almost PLN 80 million, an increase of more than 11%. As previously announced, WP is intensively developing technologies to increase the effectiveness of its advertising activities.
In Q3 2024, the performance of Wirtualna Polska Holding S.A. was most influenced by the increase in revenues in the tourism segment. Sales revenues amounted to over PLN 208 million, growing by 12% compared to the same period last year. Sales revenues in the advertising and subscriptions segment rose 6.4% to more than PLN 175 million. Grupa WP’s adjusted EBITDA was almost PLN 154 million and net profit amounted to nearly PLN 80 million.
"It is another year in which our travel business has delivered very solid growth in the important third quarter. At the same time, we continue to invest in technology, with most going to the advertising business. AI-optimised products from the WP Booster family have already generated more than PLN 30 million in revenue from January to September, and record triple-digit growth compared to last year. Today we are announcing the launch of additional types of AI optimisations," says Jacek Świderski, CEO of Wirtualna Polska Holding S.A.
The new WP Booster optimisations will focus on key events such as leads, registrations, downloads or registrations for test drives. The events will be selected based on the clients’ business objectives. The AI mechanism will be responsible for pricing the campaigns and selecting a target, which in turn will result in increased advertising effectiveness. Dynamic targeting will be based on campaign personalisation, while pricing will take into account the probability of specific actions on advertisers’ sites, using accurate real-time models.
The first few months of WP Booster’s operation have delivered good results. Campaign reach, measured as clicks generating a session on the advertiser's site, increased by more than 70% for clients in the health care industry and by more than 50% for food and education clients.
The WP Booster products that were launched in September (CPC and CPSC) are optimised for sessions on the client’s site - the so-called "successful click". The first is still charged per click (similarly as Pmax in Google), while the other (which differentiates WP on the market) is only charged for the clicks that actually lead to a session on the client’s site. These products, in contrast to WP Booster (ROAS), work in the upper part of the sales funnel and are able to deliver significantly higher volumes of effective traffic.
