In a test of its new “carbon-killing algorithm” aimed at solving the attention-value paradox, IPG Mediabrands agency Mediahub has found that a campaign for Pinterest resulted in significant brand uplifts while minimising carbon emissions.
The new algorithm, which began rolling out in May 2023 and uses technology from Swedish adtech company SeenThis, claims to enable advertisers to optimise media buying for higher audience attention and lower-carbon formats at the same time.
To do so, it cuts the long tail of ads that are not being seen for a long enough time to drive impact. This results in fewer but higher-quality impressions, reducing carbon impacts and improving effectiveness.
Mediahub’s test campaign was “It’s Possible” for Pinterest. It used SeenThis’ streaming technology and was backed by a lab test carried out by attention measurement company Lumen Research, drove 1.7 times higher attention than the same ad served using traditional methods, according to the agency.
The result, Mediahub said, was an 81% higher brand effect. In addition, the campaign’s carbon footprint related to creative delivery was an estimated 14% smaller, thanks in part to the campaign transferring an estimated 38% less data compared with delivering the tested creative and player.
Mediahub’s ‘carbon-killing algo’ claims to solve attention-value paradox
Given the positive results, Mediahub will now be applying SeenThis’ streaming technology to all of its digital brand campaigns. Jesper Benon, SeenThis’ founder and CEO, commented that its proprietary adaptive streaming technology “supplants conventional industry ad-delivery practices”.
Erfan Djazmi, Mediahub UK’s chief digital officer, added: “We’re thrilled to prove out a new model that delivers faster, cleaner and better ad experiences, and continues to challenge legacy practices. Crucially, this proves that sustainable technology investment and client outcomes can co-exist.”
Mike Follett, CEO and co-founder of Lumen, concluded: “Our data has proven that streaming tech enhances the viewing experiences for end users, drives better outcomes for clients and results in lower carbon emissions due to lower data transfer — a win-win all round.”
