CASE STUDY
VIA Rail: Supercharging ads with customer data
We helped VIA Rail boost ad performance and improve awareness by supercharging digital ads using their 1st-party customer data.
Results
The audiences and tactics created from VIA Rail’s 1st-party data outperformed a Globe and Mail travel segment in all awareness KPIs, which also included efficiency metrics to measure cost-per unique reach and cost-per viewable impression.
3.4 X
greater reach
2.5 X
more cost-effective reach
1.5 X
efficient viewable impressions
Source: The Globe and Mail – Audience Data Cloud
Challenge
VIA Rail’s campaign goal was to generate awareness and encourage planning for the next trip with VIA Rail.
They wanted to improve their approach to digital advertising by using their 1st-party data (current and former VIA Rail customers).
Strategy
We deployed a data clean room to match three separate VIA Rail audiences (Lapsed Travelers, Mid-Week Travelers, and Travelers from the Last 3 Years) with Globe and Mail subscribers.
This customer match was used to inform how The Globe can target ads to shared customers on The Globe and Mail website.
The Globe and Mail’s innovative approach, enabled by Optable, significantly boosted our campaign performance.
Philippe Normand, Director, Business Development & Loyalty at VIA Rail
