Total gCO2 Reduction
Viewability Rate Uplift
Uplift in Click-Through-Rate (CTR)
Why Adform:
Vienna Tourist Board is the official destination marketing and management company for the city of Vienna. For the last five years, they have worked closely with Adform’s game- changing media buying platform to run its digital advertising campaigns.
Adform is Vienna Tourist Board’s adtech partner of choice due to its heritage of providing transparent data insights and unrivaled local support. With an innovative approach ingrained in Adform’s DNA, the tourism company benefitted from Adform’s constant drive to experiment and adopt new solutions.
Challenges:
As a city-financed destination marketing company, Vienna Tourist Board has a responsibility to pursue sustainable solutions wherever possible. The overall goal of the company was to reduce carbon emissions by 40% while also making sure that their performance KPIs weren’t impacted. Both Vienna Tourist Board and Adform had fostered a collaborative relationship, which led to both companies being unafraid of experimentation and treading new ground. To promote the Vienna City Card, Vienna Tourist Board wanted to change the game with sustainable advertising by activating Adform’s Carbon Reduction Feature, powered by Scope3.
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.
To measure the impact of the feature, Vienna Tourist Board ran an A/B test with four line items. Two in Germany and two in Austria, with the Scope3 toggle switched off in half of these for each market. Performance was also monitored to see what the impact would be on Viewability and CTR when focusing spend on more sustainable domains.
*Adform Carbon Reduction is powered by Scope3. This is a custom integration and does not form part of the 'Climate Shield.’
Claudia Wieland
Head of Brand Management | Vienna Tourist Board
“Vienna Tourist Board pursues clear sustainability goals in the ecological, social and economic sense - building on its Visitor Economy Strategy presented in 2019. Adform and Scope3’s Carbon Reduction Feature, which we were able to test for the first time in the context of a campaign for our Vienna City Card, is an innovative step in addressing Vienna’s visitors in an even more environmentally friendly way in the future.”