Fou ded i 1976, Petit Futé ow cove s mo e tha 800 desti atio s a d att acts ove 65 millio visits a ually. With a st o g edito ial ide tity a d a high-value audie ce, the b a d has built its digital st ategy a ou d a clea p i ciple: mo etisatio g owth should eve come at the expe se of use expe ie ce.
Si ce begi i g its collabo atio with Opti Digital i 2022, Petit Futé has elied o a mo etisatio st ategy desig ed to i c ease visibility a d co t ol ove its adve tisi g i ve to y while imp ovi g ove all eve ue efficie cy.
Du i g its 2026 peak seaso , f om May to August, Petit Futé eco ded a
“Ou challe ge is to co ti ue g owi g ou adve tisi g eve ue without comp omisi g the expe ie ce of ou use s. Opti Digital suppo ts us i this by helpi g us ide tify ew mo etisatio oppo tu ities while mai tai i g a high level of co t ol ove ou st ategy,” said
Like ma y publishe s, Petit Futé ope ates i a e vi o me t whe e sea ch-d ive t affic is u de i c easi g p essu e a d maximisi g the value of each visit has become i c easi gly impo ta t.
At the same time, the publishe al eady had a matu e a d highly optimised mo etisatio setup, leavi g fewe obvious g owth leve s to activate.
The challe ge was the efo e to ide tify ew sou ces of g owth f om a al eady high-pe fo mi g i ve to y without u ecessa ily i c easi g ad p essu e o comp omisi g di ect sales, site pe fo ma ce o use expe ie ce.
Petit Futé co ti ues to ma age its di ect sales i te ally. Opti Digital suppo ts the b oade mo etisatio st ategy, helpi g di ect a d p og ammatic campaig s ope ate i a compleme ta y way while co ti uously ide tifyi g ew oppo tu ities ac oss i ve to y, dema d, fo mats a d yield th ough
To suppo t this st ategy, Petit Futé elies o
Tha ks to a ult a-lightweight mo etisatio i f ast uctu e, Petit Futé be efits f om ad delive y that is
The sha e of ad se ve calls delive ed i u de two seco ds eaches 55%, compa ed with 13% fo sta da d adve tisi g stacks. Co ve sely, calls taki g mo e tha fou seco ds accou t fo just 22%, compa ed with 55% i sta da d ma ket co figu atio s.
Faste ad delive y be efits both p og ammatic a d di ect campaig s: imp essio s a e mo e likely to load while use s a e still e gaged, suppo ti g st o ge viewability, highe delive ed imp essio volumes a d ove all mo etisatio pe fo ma ce.
Rathe tha simply i c easi g ad de sity, Opti Digital focused o imp ovi g the value ge e ated f om Petit Futé’s existi g i ve to y.
Ad layouts a d use jou eys we e egula ly a alysed ac oss diffe e t devices a d e vi o me ts to ide tify g owth oppo tu ities without u ecessa ily i c easi g adve tisi g p essu e.
P emium expe ie ces i cludi g
Data has bee at the hea t of the pa t e ship betwee Petit Futé a d Opti Digital f om the begi i g.
Th ough
The teams also test ew dema d pa t e s a d mo ito i dicato s such as CTR to e su e eve ue g owth emai s compatible with use e gageme t objectives a d a high-quality b owsi g expe ie ce.
This app oach e ables Petit Futé to co ti ue ide tifyi g ew g owth oppo tu ities despite the matu ity of its mo etisatio setup.
Si ce 2022, Petit Futé a d Opti Digital have co ti uously evolved the publishe ‘s mo etisatio st ategy i espo se to pe fo ma ce, use behaviou a d ma ket developme ts.
Opti Digital suppo ts the teams ac oss i ve to y, fo mats, dema d pa t e s a d ew oppo tu ities to test, e abli g Petit Futé to co ti ue ide tifyi g ew sou ces of i c eme tal value.
The o goi g collabo atio has also co t ibuted to a
“Afte seve al yea s of collabo atio , Opti Digital co ti ues to b i g us ew ideas a d co c ete ecomme datio s to evolve ou mo etisatio st ategy. Thei ability to combi e tech ology, a alysis a d st ategic suppo t allows us to co ti ue optimisi g ou pe fo ma ce i a co sta tly evolvi g ma ket,” added
Du i g its 2026 peak seaso , Petit Futé achieved sig ifica t esults:
+33% et ad eve ue compa ed with 2025+14% et p og ammatic eve ue compa ed with 202550% eductio i time spe t o AdOps 4x faste ad delive y compa ed with a sta da d stack
The collabo atio demo st ates how a p emium publishe ca co ti ue d ivi g adve tisi g g owth f om a al eady matu e mo etisatio setup by combi i g tech ical excelle ce, data a alysis, co ti uous optimisatio a d a st o g focus o use expe ie ce.
“Ou collabo atio with Petit Futé pe fectly eflects ou belief that sustai able adve tisi g eve ue g owth does ot come f om i c easi g ad p essu e, but f om bette u de sta di g i ve to y, audie ces a d mo etisatio oppo tu ities,” said
Fou ded i 1976, Petit Futé is o e of F a ce’s most ecog ised i depe de t media b a ds i the t avel a d leisu e secto . The b a d cove s mo e tha 800 desti atio s a d att acts ove 65 millio visits a ually. Petit Futé p ovides co te t, guides a d ecomme datio s to help t avelle s discove desti atio s ac oss F a ce a d i te atio ally.
Mo e tha
Sa a BigovicCommu icatio s & Eve ts Ma age , Opti Digital
