Transavia first with retargeting via digital radio

Transavia is testing the first retargeting campaign in the Netherlands via digital radio together with OMX, the digital branch of OMS, and digital agency NMPi. Consumers who listen to digital radio hear targeted spots during advertising moments based on previous search behavior on the Transavia website.

By adding this new form of retargeting - Programmatic Audio - to the total media mix, Transavia is taking the next step to provide consumers with more relevant advertisements. The test runs until the end of the year, after which the added value of this brand new way of advertising will be evaluated.

Relevance is paramount

This innovative form of offering relevant advertisements fits well with the trend that Transavia has recently started with its campaigns, where advertisements are more relevant to consumers. For example, Transavia launched a campaign last winter in which the delivery of advertisements was adjusted based on current snowfall at one of the destinations and the company previously had a campaign in which the current number of available aircraft seats was continuously displayed in the communications.

Nick Brandts, Base Lead Direct Transavia: “It goes without saying that we want to reach the right target group with our advertisements as much as possible, at the right time, with the right content. With OMS and NMPi as partners, we can extensively test the possibilities of programmatic audio. The use of this channel fits well within our strategy, in which we want to respond increasingly better to consumer preferences. Consumers now see current data within banners, such as the available number of seats and the available current price. We assume that these even more relevant advertisements will lead to a better user experience for consumers.”

Joris van der Pol, general manager of OMS: “The digital audio market is booming and that is why we introduced this new way of using media in July this year, via OMX, the digital part of OMS. We are now launching the first campaign with Transavia. Transavia's innovative mindset helps us enormously to make the media use within digital radio even stronger."

Gerard Moussault, managing director Benelux NMPi: “The possibility of programmatic narrowcasting (through geotargeting, for example) has existed for some time. From now on, programmatic audio also makes it possible to actually communicate 1-on-1 with your target group, so we have taken the step towards programmatic unicasting. This offers many interesting opportunities for advertisers; This Transavia campaign shows that very well!”

The pilot: result of collaboration

Transavia developed the spots together with OMS Studio. Various commercials were produced based on ten popular destinations, using the brand's recognizable voice-over. The purchase of media space and the development of the technology behind the spots was carried out in collaboration with digital agency NMPi. With the built-in technology it is now possible to deliver the spots specifically to people who have viewed one of the ten destinations within the pilot on the Transavia website.

The campaign starts today and will run on OMS' digital channels until the end of the year.