VIA Rail operates a sophisticated digital performance strategy prioritizing efficiency and booking performance KPIs. The company, partnered with Touché! (an Omnicom Media Group agency), sought to evaluate whether real-time receptivity signals could deliver incremental performance improvements.
Receptiv developed a controlled test methodology enriching audience cohorts with real-time receptivity signals. Two segments were activated:
Touché! maintained neutral, performance-driven evaluation aligned with VIA Rail’s KPIs. The DSP naturally allocated increased spending toward the Receptive cohort as it demonstrated sustained outperformance.
The Receptive segment drove a 40% decrease in overall CPA, a 37% decrease in Qualified Visit CPA, and a 71% decrease in Key Outcome CPA. The collaboration reinforced that performance depends on timing and intent, not just reach.
This test allowed us to objectively evaluate Receptiv’s receptivity signal impact, showing that activating impressions during high receptivity moments generates incremental performance.Alexandre Ghazal