Case Study: Air France Reaches New Heights with a Travel Premium CTV Native Campaign

Air France, renowned for its exceptional service and commitment to safety, recently sought to enhance its presence in the U.S. market with mass awareness. Partnering with Teads, a global media platform, the airline launched an exclusive CTV Native campaign designed to drive premium reach and awareness on Connected TVs (CTV). The campaign targeted high-value audiences, ensuring visibility during the content discovery phase, regardless of subscription status.

Campaign Goal: Building Trust and Awareness

In May 2024, Air France embarked on this initiative to strengthen brand awareness and trust among U.S. consumers. The campaign leveraged Teads’ reach on CTV, making Air France the first brand seen by users as they powered on their devices. This approach maximized visibility and created a seamless connection with audiences. By securing the primary ad slot, Air France ensured maximum engagement without interrupting viewers’ experiences. This approach set a strong foundation for effective, non-intrusive digital advertising on CTV, regardless of subscription status.

Maximizing Visibility through Seamless Integration

Teads’ solution allowed brands to reach audiences at scale by integrating ads directly within the operating systems of smart TVs, prominently displaying them on the home screen. This prime placement guarantees high visibility and engagement from the start, creating a natural touchpoint for viewers as they explore content. The substantial banner format drives awareness without disrupting the user experience, making it an impactful strategy for reaching audiences during the content discovery phase.

Key Results

To validate the campaign’s impact, Teads collaborated with Cint/Lucid to conduct a comprehensive Brand Lift study. The results were notable:

• 22% increase in the intention to recommend Air France
• 31% boost in perception of quality services
• 24% enhancement in perception of safety

These improvements underscored the campaign’s effectiveness in reinforcing brand trust and loyalty in a competitive market.

Expert Insights: Innovation Meets Measurement

Catherine Masson, Head of Media at Air France, shared her perspective: “This LG Homescreen initiative showcases how advertising innovation and precise data can strengthen brand image and consumer engagement. Teads’ support in this campaign allowed us to combine exclusive formats with rigorous measurement, demonstrating real value for the brand.”

Violaine Le Guyadec, Head of Insights France & Belgium at Teads, added: “Measurement is often key to validating the impact of advertising. We are pleased that the brand lift study confirmed the campaign’s success for Air France in a competitive U.S. market.”

The Future of Premium CTV Advertising

This campaign not only confirmed the potential of the Teads CTV format but also demonstrated its value for building trust and attracting new audiences. As Teads and Air France explore cross-screen synergies within an omnichannel strategy, this initiative sets a new standard for impactful digital advertising.

By leveraging CTV Native, Air France achieved strong brand awareness in the U.S., setting an effective benchmark for digital advertising at scale.

To learn more about CTV Native, click here.