Case Study: Japan Airlines achieves 32% lower cost per acquisition and doubled click-through rates with Adobe Advertising Cloud DSP

Japan Airlines shows global travelers the best of Japan with targeted ad campaigns and Adobe Advertising Cloud DSP

Japan Airlines (est. 1951; 33,000 employees) set out to grow overseas passenger demand across North America and Asia Pacific while simultaneously driving brand awareness and ticket sales. Campaign complexity—three agencies using different platforms—meant overlapping audiences, self-competition on bids, and limited full-funnel visibility, making it hard to coordinate targeting and measure impact.

JAL adopted Adobe Advertising Cloud DSP (with Adobe Sensei) to unify programmatic video and display campaigns, enable cross-channel reporting, apply targeting and suppression pixels, and buy premium inventory with brand-safety controls. In six months the airline cut cost per acquisition by 32%, increased ad viewability by 81%, doubled click-through rates, and saved about $32,000 through audience deduplication.

Japan Airlines

Jonathan Wan

Director of Global Marketing, Media & Social