Weborama’s expertise was utilised for the ‘Business Class’ podcast, produced by Mobility Business, a division of TotalEnergies. The podcast, which focuses on business travel today and in the future, has generated over 50,000 verified listens.

TotalEnergies’ Mobility Business teams, in collaboration with GroupM Nexus, have enlisted Weborama’s expertise to promote their new Business Class podcast. This five-part series explores business travel today and tomorrow. This innovative campaign combines a fresh perspective with an original approach, both in terms of content and presentation.

In total, over 50,000 plays were recorded during the eight-week campaign, with exceptional campaign performance, including a CTR (click-through rate) that demonstrated the remarkable effectiveness of all formats (native and IAB). Similarly, excellent reach was achieved, following daily optimisation of the various KPIs, thanks to the mix of formats selected for the campaign (the 300×600 format having performed best in this campaign).

To maximise traffic to the platform and achieve these results, Weborama employed a four-step method:

• Insights and analysis. Weborama’s innovative approach, combining contextual targeting with generative AI, has enabled the identification of high-potential themes and the provision of strategic insights, precisely aligning targeting with the audience’s interests to maximise the impact of campaigns. Furthermore, Weborama’s tags, directly integrated into the advertiser’s website, delivered valuable information and fed into data qualification, enabling the deployment of proven strategies such as lookalike targeting or even media retargeting.

• Targeting and segmentation. Thanks to precise contextual targeting, digital communication channels were placed on carefully selected editorial platforms within the identified sectors, ensuring optimal alignment with the audience’s expectations. Furthermore, the process resulting from the installation of Weborama tags on the Mobility Business website led to the exploitation of the highest-performing audience segments, thereby enhancing the effectiveness of the campaigns. Furthermore, the look-alike methodology, designed to identify audiences similar to the best-performing segments, resulted in a broader reach for the message, whilst maintaining a high level of relevance.

• Ad enhancement. By utilising existing platforms, Weborama was able to integrate creative assets tailored to these specific environments, thereby enhancing their relevance and appeal. These exclusive, optimised formats (native and IAB) were designed to drive greater engagement whilst maximising performance.

• Continuous optimisation. Throughout the campaign, thanks to the expertise of Weborama’s trading desk, rigorous monitoring of results enabled real-time adjustments to both targeting strategies and budget allocation. This agile approach ensured constant optimisation to meet the set objectives and improve overall performance.

Weborama is proud to have supported this ambitious Mobility Business project and to have helped maximise its impact. We firmly believe that data is the key to successful media activation: by combining our contextual data with semantic artificial intelligence, we create innovative targeting strategies that maximise campaign effectiveness whilst respecting privacy requirements. The success of this podcast demonstrates the effectiveness of our approach.

Camille Bablet, Head of Media de Weborama