How Austria Tourism reached high engagement and low CPCV with Video Native

Written by Josephine Grödem

Austria Tourism partnered with us to launch a Video Native campaign in the UK, aiming to challenge outdated perceptions of Austria, explore video native, and compare it to other providers. Having achieved strong performance with native content in the past, Austria Tourism sought to compare our video capabilities with established video platforms. The campaign employed a two-part creative strategy to debunk Austrian clichés, targeting UK travelers through highly relevant and engaging video ads.

Challenge

We’ve had a strong collaboration with Austrian Tourism for over a year in the United Kingdom, and even longer in other markets. They’ve shown a lot of trust in us while working closely together. They had previously seen strong performance using native advertising – but had never done video through the Readpeak platform before. This campaign marked a significant opportunity, where they could compare previous video providers with us. With this campaign, they wanted to:

Break through stereotypes of what Austria is.
Establish video as a viable brand storytelling format.
Prove success in a new market against well-established video platforms.
Justify expanding the media mix beyond tried-and-true native formats.

Solution

To get the most out of their travels, recommendations and tips from locals are something many are looking for when going to a new place. Native ads fit perfectly into the travel segment since they blend into surrounding content, and in subtle ways, influence consideration, generate interest, and inspire potential travelers. Usually made as blog posts and articles, the content tells a story and provides more beyond simply promotion. That’s why Video Native becomes extra interesting in terms of storytelling and attention-grabbing, as we get more tools to convey the message.

For this campaign, Austrian Tourism developed a two-part creative approach, where each ad group focused on challenging a different cliché of the country.

Key tactics

– Highly targeted delivery to relevant UK audiences
– Creatives designed for maximum engagement within the first 5 seconds
– Continuous monitoring to ensure even budget pacing and creative parity

Results

In the conducted test, comparing five different video providers, the Readpeak platform stood out in several ways: 23x lower CPCV than average, provided the same VTR as average, and served 9.5x as many impressions for the same budget.

Impressions served
CPCV
VTR

High engagement

Nearly 300K completed views with an average watch time of 60%

Ultra-low CPCV

Just €0.03 per completed view, outperforming major platforms

First-time trust, fully earned

This was the client’s first video test with us, and performance exceeded expectations

Outperformed leading platforms

Results were benchmarked and shared internally, showing that we delivered better cost-efficiency and engagement than other major video channels

In the travel sector, storytelling is everything; it’s how you build interest, spark curiosity, and inspire people to explore new places. With Readpeak, we’ve found a seamless way to bring our stories to life in premium environments. Campaigns are easy to set up, the reporting is transparent, and the communication and support has been brilliant throughout. Native has worked really well for us in driving quality engagement and now with access to video, the potential for deeper audience connection is even stronger.