CASE STUDIES

Tourism

Austria Tourism Sees Significant Campaign
Performance Increase Thanks to Taboola“With Taboola, we reach people on the open web, who are open to discovering travel
options—their native capabilities gave us the right placement on the page for our campaigns!
With the help of our Taboola account manager, our detailed campaign planning allowed us tohit our goals. We have been able to record a steep performance increase across all Tourism
Austria campaigns in no time after adding Taboola to the mix.”- Claudia Sokoll, E-Marketing, Österreich Werbung

COMPANYAustria Tourism works to promote Austria as avacation destination. Their central goal is to secureand expand tourism to the country, and increase
Austria’s competitiveness in cooperation withAustrian tourism partners.

CHALLENGE

To increase web traffic to, and engagement with,
Austria Tourism campaigns in order to make users
aware of travel deals to and within Austria - especially
users who did not consider Austria as a possible travel
destination before.

SOLUTION

Use the Taboola Discovery Platform to reach newaudiences on premium websites across the open web.

RESULTS

Austria Tourism saw a 33% performance increase
across all campaigns when they used Taboola inplace of display, and a 2% decrease in bounce rate
to campaign landing pages, increasing user engagement.
Taboola is responsible for 50% of all leads generated
through native advertising for Austria Tourism.

33%
Better Performance
than Display Channels

CASE STUDIES

Tourism

Introduction

Since 1955 the non-profit organization Austria Tourism
has promoted Austria as a vacation destination,
including development of the brand slogan “Vacationin Austria”. The brand aims to differentiate Austria fromother vacation destinations, and conveys the emotional
added value of a stay in Austria.

They also support Austrian Tourism partners withcustomized marketing activities tailored to their respective
needs and market opportunities.

Tourism Austria Sees Performance Taboola Perform 33%
Better then Display Channels

CASE STUDIES

Tourism

Why Discovery with Native Formats?

“The biggest challenge with traditional campaigns (e.g.,display) is advertising effectiveness and placement.
Display ads are about 33% less effective in performance
than native formats.
We also noticed that our ads didn’t work as well on travelsites, because our audience there has yet to decide
where to go on vacation. On travel pages, users

typically already know their desired vacation spot, so they
aren’t as open to investigating other destinations.
For that reason content discovery marketing is thebest solution for us, because we’re in a space whereusers are ready to discover something new.”- Claudia Sokoll, E-Marketing, Österreich Werbung

Increased Reach – A Targeting Success

Austria Tourism specifically targeted users inGermany. The objective was to promote all Austrian
tourism regions as well as events and festivals.
The campaigns linked directly to subpages on theAustria Tourism website (austria.info), providing further
information about each of the regions. The user thenhas the opportunity to view various offers and booktravel through a tourist partner.

Austria Tourism geo-targeted Germany, optimized for
desktop and mobile and to target certain publisher sites,
and used these sites to target interests of the relevant
audience groups. Since the beginning of 2017, thecompany has registered half a billion impressions via
the Taboola platform.
Taboola is responsible for 50% of all leads generated
through native advertising for Austria Tourism.

Through continuous data analysis and campaign
optimization, Taboola has been able to improve theperformance of Austria Tourism campaigns. Austria
Tourism increased reach, CTRs, conversion rates, aswell as decreased bounce rates and their cost per click.

Future Plans
Austria Tourism realized at an early stage that classic
display advertising (IAB standard formats) alone did notachieve the desired results.
They are growing their digital media mix, as well as
advertising in print media. Native Advertising with Taboola
has become an integral part of the online marketing mix.

Due to the great success of their campaigns with Taboolain the past year, Austria Tourism is interested in testingother Taboola portfolio offerings such as Taboola Video.
They also plan to expand the campaign to other countries
in addition to Germany.