Why self-determined advertising is the greenest.
Showcasing your message boldly – without impacting the environment? It’s possible!
Together with highfivve, Welect shows how to make a big green impact.
When it comes to their media strategy, many corporations today are choosing an environmentally conscious path. Advertisers who don’t make an effort in terms of sustainability are increasingly being left behind. This was already stated two years ago by Daniel Jäger, the media chief of Telekom. This is especially true because partners are part of the value chain and appear in green ESG reports. The rule here is: the more negative the CO₂ balance, the harsher the market punishes the company. But how can ads be designed and managed in a way that minimizes carbon dioxide emissions?
Choice-Driven Advertising: Sustainability Meets Relevance
Welect offers publishers and advertising companies a simple yet smart solution to place their video ads in the green area – while simultaneously gaining awareness. By allowing users to actively choose and decide in real-time which ad they want to see, their attention is heightened. Because they are watching the ads in real-time, which are most relevant to them at that moment, they perceive the message as informative and relevant.
At the same time, the ads are delivered energy-efficiently, as there is no waste caused by ads that aren’t seen or even perceived as annoying.
Sustainable Campaigns with Measurable Success
This effect is demonstrated by Welect in collaboration with the programmatic advertising provider highfive, which has more than 150 relevant publisher domains in its portfolio. Together, the partners run campaigns for clients from various industries and place them on thematically appropriate publisher pages. These include, for example, gutefrage.net, MOTOR-TALK.de and tiervermittlung.de, which offer highly attention-grabbing environments for customers from the infotainment, automotive, motorsport and leisure sectors.
Through the collaboration with Welect, highfive achieved measurable success in sustainability for the campaigns implemented together by the end of 2024:
- The CO₂ emissions from delivering video ads by Welect on the highfive domains are 64 percent below the German online video ad benchmark (OLV) for gCO₂PM (grams of CO₂ per thousand impressions) due to the direct publisher integration by Welect – compared to standard programmatic video ad delivery. This is supported by figures from the US startup Scope3, which measures the CO₂ footprint of digital advertising.
- For instream impressions – i.e., video ad formats embedded within content videos – buying via Welect results in 55 percent lower emissions on these domains compared to purchasing the same instream impressions via programmatic channels.
Sustainable for the Environment – but Also for Advertising Impact
Welect and highfive have been pursuing their common goal of placing advertising more sustainably since 2018. "Our aim is to offer companies and publishers a contemporary solution that helps them achieve their most important goals. On the one hand, it’s about embedding advertising messages sustainably in people’s minds; on the other hand, it's becoming increasingly important to prove that advertising can be sustainable and resource-efficient," says Caroline Figl, Senior Programmatic Manager at highfive in Munich.
The partners highfive and Welect are pursuing exactly that. Self-determined organic targeting protects the environment – and saves budget at the same time. "Our video ads demonstrably reach even those users who have installed adblockers because they want to retain control over advertising and only see spots they are genuinely interested in," says Olaf Peters-Kim, co-founder and CEO of Welect. This approach also reduces the large amount of unnecessary server connections caused by the auction system in programmatic advertising. "Fact is: the fewer layers involved in campaign delivery, the lower the CO₂ emissions," Peters-Kim emphasizes.
Advertisers, in turn, benefit from self-determined consumption thanks to strong advertising impact and reach that includes adblock users. In addition, first-party data – which the partners receive from publishers in real time – allows them to target their audiences in environments where they are open to messaging. This is an advantage that is becoming increasingly important in times of rising data protection requirements and tracking skepticism. Publishers seeking alternative and sustainable monetization models also benefit.
About highfivve
highfivve is Germany’s oldest programmatic sales house with a focus on smart monetization for all publishers. Founded in Munich in 2019, the team around CEO Philipp Graf Montgelas consistently follows a "Programmatic First" strategy. With a holistic ad stack, exclusive access to global demand, and a proprietary yield engine based on machine learning, highfivve maximizes its partners’ advertising revenue – efficiently, transparently, and at scale. The company currently manages nearly 150 publisher domains across the DACH region and Europe.
More Information at highfivve.com/de
Press Contact
Mandy Laurie
Marketing & PR Managerin
Mobile +49 176 552 275 18
Mail mandy.laurie@welect.de
Web https://www.de.welect.de/