Case Study: Transavia achieves 20% lower CPA and 4.4% conversion rate with Outbrain

Transavia Discovery, an Acquisition Channel More Profitable than Search

Transavia, a Europe’s leading low-cost airline and part of the Air France‑KLM group that carries about 15 million passengers annually and generates 70% of its sales via its website (over 1 million unique monthly visitors), needed to identify new audiences and convert them into active customers more profitably than existing channels.

Working with Outbrain, Transavia ran a two‑stage campaign: a prospecting phase that expanded travel advisory pages across Outbrain’s premium network to build an affinity audience, followed by retargeting that served commercial offers tied to the pages users had visited. The campaign—optimized with A/B tests on destination hooks—delivered a 4.4% conversion rate, a CPA 20% lower than other channels and 62.5% below target, making Outbrain Transavia’s most profitable acquisition channel.

Transavia

Fanny James

Online Acquisition Manager