VIA Rail operates a sophisticated digital performance strategy where efficiency and booking performance are critical KPIs. As part of its innovation roadmap, VIA Rail, alongside Touché!, their agency partner within Omnicom Media Group , sought to evaluate whether real time receptivity signals would drive incremental performance improvements..
Receptiv activated AI-driven receptivity segments to evaluate whether identifying high intent moments would materially improve performance. Touché! validated the framework, defined objective evaluation criteria, and ensured alignment with VIA Rail’s performance benchmarks.
Receptiv developed a controlled test methodology, enabling audience cohorts enriched with real time receptivity signals.
Two distinct segments were activated:
Touché! maintained a neutral, performance driven evaluation aligned with VIA Rail’s KPIs. The Receptive segment prioritized high value moments, directing impressions toward users more likely to convert. The Non Receptive segment provided a direct comparison baseline.
As performance data accumulated, the DSP naturally allocated more spend toward the Receptive cohort, reflecting its sustained outperformance relative to the control group. This real time budget shift reinforced the efficiency of receptivity driven activation.
Even within an already optimized always on acquisition program, activating impressions during high receptivity moments delivered meaningful incremental lift and materially improved media efficiency.
The results demonstrated clear and measurable performance improvements:
“This test allowed us to objectively evaluate the impact of Receptiv’s receptivity signal. The results show that activating impressions during high receptivity moments can generate incremental performance compared to standard buying.” said Alexandre Ghazal , Digital Platform Manager of Touché!
The collaboration between VIA Rail, Touché! and Receptiv reinforces a key insight: performance is not only about reach, but about timing and intent.
By aligning AI driven receptivity signals with premium supply and disciplined performance measurement, the partners demonstrated that receptivity based activation can reduce media waste, improve efficiency, and improve business outcomes.
