Voyages-sncf.com train booking site gets on board with AdMob

Voyages-sncf.com – the online travel agency of French rail giant SNCF – found that 51% of its mobile internet users book tickets for travel the day before or day of departure. It’s clear that mobile is the ideal medium for delivering services to customers precisely when they need them most. A mobile-optimised transactional site that launched in 2007 already attracts two million unique visitors per month, but to provide the best possible user experience Voyages-sncf.com launched an iPhone app last year.

Once they’d made this initial investment, the next challenge was to encourage maximum downloads. Rather than tacking mobile onto existing campaigns, we worked with Voyages-sncf.com to craft a well-defined mobile advertising strategy to complement their email marketing communications

Google, with the AdMob network, offered the opportunity for Voyages-sncf.com to use a variety of innovative ad formats which made the most of the medium to drive direct response. So in addition to a classic CPC banner, we implemented an animated multi-panel banner, an expandable banner and an interstitial ad. The campaign required a broad reach into iPhone users in France, and the extensive AdMob network provided this too.

Voyages-sncf.com aimed to achieve 15,000 downloads in the month of December, but the app smashed all expectations by actually hitting 87,000 downloads over that period. Of these, 70,000 were generated by customer newsletters and communications. The 10-day AdMob campaign delivered 50,789 clicks, which generated 17,000 downloads, representing an impressive conversion rate of 33.5%.

Find out how to replicate the success of Voyages-sncf.com by reading the full case study here.

Posted by Matt Brocklehurst, Google Mobile Ads Marketing Team

Voyages-sncf.com train booking site gets on board with AdMob
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