Results
During the key travel booking season, Agence79 explored new performance strategies for its client, Transavia, through a dedicated campaign aimed at Safari audiences using Adform DSP. With ID Fusion, they scaled across more than 40+ cookieless IDs while maintaining control over frequency capping. This approach allowed Transavia to find new leads at a lower CPA compared to Chrome while minimizing ad fatigue and wasted impressions. As a result, the campaign was more effective and efficient reaching these new audiences.
CPA was 16% lower in Safari with ID Fusion vs Chrome
Avoid excessive frequency by activating ID Fusion in Safari
Thanks to ID Fusion
Why Adform:
Agence79 was looking for a media buying platform able to reach and convert Transavia’s strategic Safari audiences in cookieless environments without negatively impacting its CPA goals. Adform’s ability to deliver ads across 40+ first-party ID vendors with a unified frequency control through ID Fusion was selected to carry out this strategy. Adform ID Fusion works as a ‘multi-ID translator,’ finding the single user behind the variety of emerging first-party IDs on the market. This provides advertisers with incremental reach and performance gains on their campaigns.
Challenges:
21% of the internet traffic in France is from Safari, a browser that blocks third-party cookies by default. As Safari users are very high value travelers, Transavia wanted to support its planned advertising by finding a way to address this part of the population across multiple first-party ID vendors without sacrificing its CPA target.
Solution:
Adform’s award-winning media buying platform was selected by Agence79 to change the game for Transavia’s Safari strategy.
The agency built a comprehensive campaign across Chrome and Safari with ID Fusion ON. The campaign was optimized on Cost per QualifiedVisits (CPA) with Display ads in Mobile and Desktop. It lasted 2 months during the strategic season of May-June for summer travel bookings. A daily frequency capping of 3 was applied to all line items in order to prevent ad fatigue.
In addition, a dedicated Control line item ran with ID Fusion OFF on Safari to evaluate the benefit of activating this solution to reduce media wastage. Safari proved to be an unexplored conversion territory with significant positive potential for Transavia that Adform unlocked. This activation drove 16% lower CPA than the Chrome one.
Finally, the A/B test revealed a better frequency control of 6.9 in Safari with ID Fusion vs 12.6 without. This means that 45% of the ID Fusion OFF control line was oversaturating the same users. Enabling ID Fusion helped to avoid ad fatigue while finding 6% incremental audiences in Safari.
Fanny Silvestro James
Head of Digital Marketing, Transavia
“Agence79 and Adform have been able to execute a first of its kind campaign focusing on driving incremental conversions at a competitive price with Safari. We have consolidated a lot of learnings from this campaign that help us balance our performance driven advertising strategies to better reach our key cookieless clients.”
Camille Quiqueret
Head of Programmatic, Agence79
“It is part of our agency’s DNA to always look after innovative ad tech solutions. ID Fusion was an obvious choice to answer Transavia’s challenge. As the results speak for themselves, we are really proud to have been a front running media agency in France with Adform.”