Case Study: Vienna Tourist Board reduces campaign CO2 emissions with Adform's Carbon Reduction Feature

Vienna Tourist Board reduces CO2 and boosts CTR with Adform

The Vienna Tourist Board, the official destination marketing organization for the city of Vienna, faced the challenge of pursuing its sustainability goals by reducing carbon emissions from its digital advertising. As a city-financed entity, it sought to lower its carbon footprint by 40% without negatively impacting its campaign performance KPIs. To address this, the organization partnered with its adtech vendor, Adform, to test their Carbon Reduction feature.

Adform's solution involved using its Carbon Reduction feature, powered by Scope3, to automatically omit high-carbon-emitting domains from the tourist board's campaigns. The implementation was tested via an A/B test in the Austrian and German markets. The results from Adform showed a significant reduction in CO2 emissions while also yielding a positive measurable impact, including an uplift in both viewability rate and click-through rate (CTR).

Vienna Tourist Board