The cash revenues of Wirtualna Polska Holding S.A. in the first half of 2024 amounted to almost PLN 719 million, which is more than 9% higher than in the same period last year. Adjusted EBITDA increased by 3.7% to almost PLN 183 million. The company continues to invest in technology to increase advertising effectiveness.
Total H1 2024 revenues amounted to nearly PLN 719 million and exceeded PLN 374 million in the second quarter alone. Revenue growth was over 9% in H1 and over 6% in Q2. Adjusted EBITDA for H1 was almost PLN 183 million, up 3.7%, of which more than PLN 98 million was EBITDA for Q2. Most of the profit was generated by the Travel segment, which has been growing dynamically since the beginning of the year. In the Media segment, there were changes in the Management Board. As of the beginning of August, Jacek Świderski, one of Wirtualna Polska’s largest shareholders, became the Executive Chairman of WP Media.
"I am happy to return to the media business after 7 years. Especially considering that in 2017, shortly before my departure, we made ad viewability a new settlement currency in the image campaign market. Today, I have the pleasure of announcing WP Booster, a family of new advertising products for the execution of effectiveness campaigns, based on artificial intelligence. First, we are introducing WP Booster CPC, which is four times more effective than our previous, manually optimized CPC display campaigns. In order to prove this fact, WP ADS introduces WP Booster CPSC, the possibility to charge per session on the client’s site rather instead of per ad click. We will soon announce other "smart" advertising products in the WP Booster family", says Jacek Świderski, CEO of Wirtualna Polska Holding S.A.
In early September, Wirtualna Polska will launch a family of new AI products called WP Booster. This will be the name for all of Wirtualna Polska’s "smart" products that use AI. Similar products are available on the market from Google under the name Performance Max and from Facebook, named Advantage Plus.
In Wirtualna Polska, the pioneering "smart" product was WP SalesBooster, which was launched in July 2020. As of today, it will be offered under an updated name of WP Booster (ROAS).
The news is the launch of WP Booster (CPC) and WP Booster (CPSC). Both products are optimized for "successful clicks", or sessions on the client’s site. 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 sales volumes. Data from several dozen test campaigns have shown a fourfold improvement in effectiveness for clients compared to manually optimized CPC campaigns.
