Audi, Vodafone, and PcComponentes have decreased their digital advertising emissions, while improving campaign performance, through their work with programmatic platform Adform.
As a result of a recent partnership with Scope3, Adform has been trialling carbon reduction capabilities. Through the capabilities, Adform’s DSP was able to drive an 81% lower gCO2PM compared to the Scope3 market average, while driving a 65% increase in CTR, for Audi Czech Republic during a e-tron campaign deployed by media agency PHD.
For Vodafone Germany, a display campaign achieved a 28% reduction in the average number of gCO2PM, a 35% increase in conversions per impression, and a 12% reduction in CPA. This strategy was followed by Vodacom (Vodafone South Africa), and a 58% reduction in the average gCO2PM, a 100% increase in conversion rate, and a 40% reduction in CPA was achieved.
Lastly, Spanish electronics retailer PcComponentes ran a six-week campaign via Adform’s carbon reduction capabilities and saw a 21% drop in overall carbon output versus the market average.
These are just a few examples of the more than 45 campaigns that Adform has run with clients to reduce carbon emissions over the last three months. And, building on these successes, Adform is launching a set of features for sustainable trading, including dashboards and benchmarks that provide ‘greater control and transparency’ to clients.
“We are so pleased to have the opportunity to have partnered with Audi, Vodafone and PcCompenentes on these pioneering carbon reduction digital campaigns, which all demonstrate fantastic results,” said Oliver Whitten, Chief Operating Officer at Adform. “The results from the pilot clearly show that the right technology can drive down emissions without compromising reach or performance. Measuring our carbon footprint in digital ad campaigns is an important step in addressing carbon emissions in the whole marketing mix, but it is only one piece of the puzzle. We look forward to building on our success here to drive sustainability even further.”
*Adform is a client of Bluestripe Communications, owned by Bluestripe Group, publisher of NDA