The black point of this strategy is that it will be necessary to be particularly meticulous with this target which represents only 4% of the French population , but which is still very important in the eyes of Air France. How will Air France achieve this target precisely? Air France is therefore facing a new problem. Indeed, in order for its communication campaign to be relevant, it must be visible. To target professionals, this campaign must also be accessible, regardless of the country. This is when YouTube Ads remains the best distribution platform for their message.
Air France then turned to the “TrueView for Reach” format. Like the classic "TrueView" format, the ad is "skippable" (can be deactivated) after 5 seconds fax list of viewing . In other words, if the Internet user does not wish to view the Air France campaign, he must watch 5 seconds of video before being able to switch to the content that interests him. This format, which covers a specific target, is accompanied by a second format.The latter comes in the form of “non-skippable” Bumper Ads.
The skippable format, the Internet user is forced to watch the entire 6-second video. What were the results of this 100% digital campaign? Switching to a 100% digital campaign was Air France's best idea. By targeting its campaign to professionals in the right way, the company had more than satisfactory results. Indeed, Air France achieves a “reach” of 75% on the main target represented by professional travellers . In addition, this campaign exceeds the expected results by 16% in Canada and by 11% the expected results in the United States.