The Austrian National Tourist Office (ANTO) is pioneering a new advertising approach by implementing blockchain technology in its digital campaigns.
In collaboration with Adbank, an Ethereum-based advertising platform, ANTO is launching one of the world’s first blockchain-powered digital ad campaigns. This initiative aims to combat the prevalent issue of ad fraud, which is estimated to cost advertisers $51 million daily. Additionally, the platform seeks to reduce exorbitant fees charged by advertising intermediaries, which can inflate costs by up to 70 per cent.
Red Bull Media House has joined the venture, offering inventory via its publication Bergwelten. The decision followed a meeting in Salzburg between Red Bull and Adbank’s co-founders Kelsey Cole and Angelo Dodaro. Dodaro commented on the importance of this development, stating, “It’s exciting to see a country like Austria acknowledging the powerful use case that exists for advertising on the blockchain. This level of transparency between advertiser and publisher is unprecedented, especially for an organisation like ANTO. For the first time advertisers like them can see where their money is going, rather than going into a ‘black box’ that shows data we know for a fact is questionable.”
The campaign is a strategic move for Austria, which aims to position itself as a top global destination year-round. Michael Scheuch, head of brand management for ANTO, expressed optimism about the pilot’s potential, stating, “In the pilot with Adbank, one of the more interesting blockchain applications in the advertising sector, we hope to overcome on a global scale various difficulties within classic online advertising.”
Adbank’s anti-fraud artificial intelligence (AI) technology, combined with their blockchain-based payment protocol, will play a crucial role in this initiative. This technology was completed in March and positions the company among the few in the world equipped to tackle the advertising industry’s challenges. According to co-founder and Chief Strategy Officer Kelsey Cole, “Markups and ad fraud cost the tourism industry billions per year and there is little to no accountability with the current advertising ecosystem. ANTO will be the first of many travel-focused partners to mark the beginning of an era where the advertiser has the control they deserve using Adbank’s technology.”
This groundbreaking pilot by the Austrian National Tourist Office, in collaboration with Adbank and Red Bull Media House, could potentially revolutionise the advertising industry by enhancing transparency and reducing costs. As Austria positions itself as a premier destination, the success of this campaign may set a new standard for global digital advertising practices.