Appier announced a successful collaboration with Omio to accelerate Omio’s European expansion using Agentic AI-driven marketing optimization and user acquisition strategies.
The partnership enabled Omio to scale from a Spain-focused initiative into a multi-country growth program spanning 21 European markets within one year while consistently meeting CPA and ROAS objectives.
Omio, known for its multi-modal travel platform, allows travelers to compare and book trains, buses, flights, and ferries across more than 45 countries through partnerships with over 2,000 transportation providers.
Following strong growth performance in Spain, Omio sought to expand aggressively into additional European markets while maintaining profitability and operational efficiency.
The company needed a scalable acquisition strategy capable of driving profitable first-purchase conversions across multiple regions while maintaining strict cost-per-acquisition (CPA) and return-on-ad-spend (ROAS) targets.
To support this effort, Omio partnered with Appier’s EMEA team to deploy AI-powered AdTech solutions designed to optimize user acquisition performance in real time.
At the center of the partnership was Appier’s Agentic Incrementality framework powered by Media Mix Modeling (MMM).
According to Appier, the platform continuously measured the causal impact of creative assets and media inventory combinations against total sign-ups and conversion outcomes across markets.
The company deployed:
Unlike traditional advertising strategies that depend heavily on manual testing and holdout experiments, Appier stated that its Agentic AI dynamically optimized creative formats and ad placements in real time.
High-performing traffic sources, including rewarded and interstitial app placements, were automatically scaled, while low-quality traffic was filtered out to improve campaign efficiency and reduce wasted ad spend.
The approach enabled Omio to focus on incremental and profitable customer acquisition rather than purely volume-driven growth.
A key component of the campaign involved a structured three-stage creative strategy focused on balancing international scale with localized performance optimization.
The first phase used display advertising to generate initial campaign volume and collect foundational performance data for Appier’s AI models.
The second stage focused on testing multilingual creatives across European markets.
According to Appier, localized Italian and French creatives significantly outperformed English-language variants, while German and Spanish markets showed smaller performance differences.
Winning promotional incentives and messaging strategies were then incorporated into interactive ad formats.
The final stage introduced playable ads and interactive video experiences highlighting Omio’s transportation options, pricing advantages, and booking convenience.
Interactive mechanics, including scratch-to-get-discount features, were also used to improve engagement and conversion efficiency.
Appier stated that the combination of localized messaging and AI-powered optimization enabled Omio to deliver market-specific experiences while maintaining profitability during rapid expansion.
The companies said the partnership demonstrates how Agentic AI and incrementality-focused advertising strategies can support scalable international growth in highly competitive digital markets.
“Working with Appier helped us scale efficiently into new markets while maintaining strong profitability,” said Anastasiia Ivanova, App Performance Marketing Manager at Omio. “In just one year, our collaboration expanded from Spain to 21 countries, consistently meeting our CPA and ROAS goals. Appier delivers AI-powered data optimization, enhanced by expert insights, building strong, long-term partnerships that drive growth.”
As Omio continues global expansion efforts, the collaboration highlights the increasing role of AI-powered marketing automation, media optimization, and localization strategies in international customer acquisition.
Omio is a leading global travel app that enables users to plan and book cross-border transportation by comparing and purchasing train, bus, flight, and ferry tickets in one place. Operating in more than 45 countries with over 2,000 trusted transport partners, Omio supports 28+ languages and multiple payment options, delivering a seamless travel experience for millions worldwide.
Appier (TSE: 4180) is an AI-native Agentic AI as a Service (AaaS) company that empowers business decision-making with cutting-edge AdTech and MarTech solutions. Founded in 2012 with the vision of "Making AI Easy by making software intelligent," Appier endeavors to help businesses turn AI into ROI with its Ad Cloud, Personalization Cloud, and Data Cloud solutions. Now Appier has 17 offices across APAC, the US and EMEA, and is listed on the Tokyo Stock Exchange. Visit www.appier.com for more company information, and visit ir.appier.com/en/ for more IR information.
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