Eurowings soars with connected omnichannel strategy, increases unique reach by 22%

BUSINESS OBJECTIVE 

Raising brand awareness in the competitive travel market 

Booking a flight with Eurowings is the first step to adventure for many Germans embarking on a weekend break or holiday getaway. But fierce competition in the travel sector made it hard for the value airline to stand out. To stay top of mind, Eurowings set out to increase its brand awareness amongst high-value travel audiences in Germany and test whether a connected, omnichannel approach could drive measurable brand impact across the full funnel. 

Eurowings worked with its agency, Publicis Media, to develop a holistic omnichannel approach through The Trade Desk platform that would help enhance awareness and brand impact amongst its target audiences. 

SOLUTION 

Implementing an omnichannel approach to enhance brand impact 

The team ran a unified campaign through our demand-side platform (DSP), activating four programmatic channels: digital out-of-home (DOOH), connected TV (CTV), online video (OLV), and audio. 

Eurowings and Publicis applied an audience-first strategy across channels, targeting priority travel audiences, including “families,” “sun and fun seekers,” and “travel lovers.” The team also retargeted consumers who had previously seen Eurowings ads to reinforce messaging and extend impact. 

To optimise DOOH performance, the team used our Audience Reach Percentage (ARP) metric to evaluate how effectively individual screens reached the intended audiences. They prioritised screens most likely to deliver visibility amongst the desired consumers, focusing on premium placements in central urban locations frequented by affluent, mobile, and travel-curious audiences. 

The team also used cross-channel frequency management to help maximise efficiency across the media mix by controlling how often audiences encountered the campaign across formats. This approach helped reduce wasted impressions, limit overexposure, and shift investment towards incremental reach rather than repetition. 

To measure brand impact, the team ran a Lucid measurement brand lift study with our partner, Cint, evaluating how each channel contributed to awareness, consideration, favourability, and recommendation metrics. 

RESULTS 

Expanding reach and delivering full-funnel brand impact 

The omnichannel strategy delivered strong, measurable results across reach, relevance, and brand impact. By using the ARP metric to help guide placement decisions, Eurowings was able to increase audience reach by 63% compared to the baseline, allowing for ads to appear where priority audiences were most likely to notice them. 

Cross-channel frequency capping enabled the team to reach 22% more people, while also reducing wasted impressions and preventing overexposure. 

Brand lift results confirmed the power of a connected approach. The brand lift study showed positive results across all key brand metrics, with various channels also shown to have made an impact. OLV drove a 9.8% increase in awareness, CTV increased consideration by 6.6%, and audio boosted favourability by 4.4%. Together, these results confirmed the effectiveness of adopting an omnichannel strategy, as the impact of each channel combined to help deliver full-funnel impact. 

The campaign also delivered strong engagement, including a CTV video completion rate of 98%, well above the benchmark, and an audio completion rate of 93%. 

By uniting channels, managing frequency holistically, and grounding decisions in audience insights, Eurowings scaled reach, improved efficiency, and delivered proven brand lift across the entire customer journey. 

Discover how an omnichannel approach can help enhance brand impact throughout the customer journey. Contact us or reach out to your account manager at The Trade Desk today.