Case Study: Visittuscany.com achieves +42% CTR and 75% VTR with Outbrain's Onyx

Journey to Tuscany Onyx Elevates Attention to European Travelers

Visittuscany.com, the official tourism site for Tuscany, partnered with agency Digital Angels to increase attention among travelers in the UK and Germany. The challenge was to create a video-driven digital experience that would capture viewers’ attention and spark emotional engagement within a competitive travel market.

Using Onyx by Outbrain’s Contextual Pre-Roll placed in-article across premium publishers, the campaign combined video storytelling with prediction technology to maximize attention and engagement. Results included an average AU Score of 32, a 75% video view-through rate, 85% viewability and a 42% higher CTR versus video benchmarks, delivering a measurable boost to Visittuscany.com’s digital strategy.

Visittuscany.com

Costanza Giovannini

Project Lead