Results
Hyundai’s vision and mission statement is ‘Progress for Humanity.’ On top of pursuing green technology in their cars and manufacturing, the company also wanted to bring sustainable practices to their ad campaigns. With Adform’s Carbon Reduction Feature, powered by Scope3, Hyundai could reduce the carbon emissions of their campaigns, without compromising on performance.
Lower carbon emissions in Scope3 campaign Vs Turkey average.**
Lower carbon emissions in Scope3 campaigns Vs control campaign
Higher click-through-rate in Scope3 campaigns Vs control campaign
Why Adform:
As a global car manufacturer, Hyundai has a profound influence on the world. Their stated vision is one of ‘progress for humanity’ and is based on two goals; the first to promote universal mobility, and the second to support an emission-free society. This isn’t just an empty promise. Hyundai want to achieve carbon neutrality by 2045 though developing hydrogen and electric technologies, and through switching to renewable energy sources. They are also committed to reducing carbon emissions in their business processes too.
At Adform, we’re also cut from the same cloth. This year we were the world’s first global DSP to align with the Science Based Targets initiative’s (SBTi) near-term emission reduction target. We were also the first DSP to integrate with Scope3 – a company dedicated to reducing carbon emissions in advertising technology. Hyundai wanted to use Adform's carbon reduction feature, powered by Scope3, to directly track and reduce the carbon emissions of their campaign.
Challenges:
Recent research has revealed that the global internet is responsible for 3.5% of global carbon emissions - more than civil aviation***. Hyundai’s goal to be carbon neutral by 2045 meant investing in new forms of energy, the development of long-range electric vehicles, advanced robotics, and even emission-free air travel!
Hyundai's ‘Progress Story Brand 3.0’ campaign was all about communicating the company’s vision, goals, and emerging technologies to consumers. It was important that the means of communication reflected the message, which is why Hyundai and Havas wanted to ensure their campaign was carbon efficient. They also knew that media quality would also lead to positive changes in several Key Performance Indicators (KPIs).
Solution:
Adform’s Carbon Reduction feature, taking the form of a simple toggle in the Adform FLOW UI, automatically scores media owners and supply chains based on their carbon footprint, and then omits the highest scoring domains from the campaign. At the start of the campaign, A/B testing was done to measure the impact of the carbon reduction feature*. The campaign with the feature on resulted in better CTR, better Viewability, and lower gCO2PM.
*Adform Carbon Reduction is powered by Scope3. This is a custom integration and does not form part of the 'Climate Shield.’
** National average calculated with Adform’s Programmatic Carbon Index.
***Myclimate.org: ‘What is a digital carbon footprint,’ [Accessed 2024].
Özlem Kılıçaslan
Marketing & Brand Communication Sr. Specialist, Hyundai
“We are pleased to collaborate with Adform to effectively reduce carbon emissions within our advertising. This aligns with our overarching global commitment to achieve carbon neutrality by 2045, as demonstrated by our Brand 3.0 campaign, which places a significant emphasis on future transportation solutions. With Adform's Scope 3 technology, we optimized our media activities, leading to a notable reduction in our overall carbon footprint.”