Greenbids, a pioneer in AI-powered media quality optimisation solutions, announces the results from its first collaboration with adaptive streaming company SeenThis, which delivered a 67% reduction in carbon emissions and a 31% increase in click-through rate (CTR) in a display campaign by advertising agency Dentsu Ireland for utility company Electric Ireland.
This collaboration — run via Google’s Display & Video 360 between August 2024 and October 2024 – marks the first time a digital campaign has optimised the ad delivery and ad selection process to reduce carbon emissions. This proves that, when digital advertising is more sustainable, it is also more cost-effective, as well as better-performing.
In addition to emissions reductions and CTR improvements, the campaign also achieved:
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12% increase in viewability
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22% reduction in impression costs
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A completion rate of 67%
Greenbids demonstrated the ease of integration, scalability, and the positive impact of AI on both sustainability and media quality metrics, while proprietary streaming technology from SeenThis contributed to an industry-leading 40% decrease in data wastage.
The results set a new standard for sustainable advertising. If every advertising campaign adopted this strategy, the net impact globally would be a 40 million tonne reduction in carbon emissions; the equivalent of 43 thousand flights from Dublin to Tokyo, or roughly the carbon footprint of Switzerland.
“We went into this project with a very bold target of a 50% carbon reduction,” said Guillaume Grimbert, CEO & CoFounder at Greenbids. “An emissions cut of this scale had never been achieved in such a short time on a display campaign before, so we were aiming for the sky with this benchmark. Not only did we hit our target, we rocketed past it, demonstrating the ability of AI to solve problems that not long ago would have seemed impossible.”
“This collaboration proves that sustainability and performance go hand in hand,” said Hannah O’Neil, EMEA VP of Sales at SeenThis. “By combining Greenbids’ AI-powered optimization with our adaptive streaming technology, we’ve not only reduced carbon emissions but also delivered a faster, more engaging ad experience. These results set a new benchmark for the industry—showing that greener advertising is not just possible, but more effective.”
“At dentsu Ireland, we’re committed to pioneering sustainable advertising solutions that deliver exceptional results for our clients.” said David O’Riordan, Chief Performance Officer at dentsu Ireland. “This world-first campaign with Electric Ireland demonstrates that sustainability and performance aren’t mutually exclusive, they’re complimentary. This successful collaboration with Greenbids and SeenThis reinforces our belief that responsible media planning can drive both environmental and business value. This campaign sets a new standard for digital advertising, and we look forward to executing similar campaigns across our client base over the coming months and years.”
Lisa Browne, Head of Marketing, Electric Ireland added: “Electric Ireland’s mission is to guide our customers to a net zero all electric future. As a member of Ad Net Zero Ireland, we are committed to reducing our carbon footprint, particularly in our advertising emissions . Our partnership through Dentsu Ireland with SeenThis and Greenbids sets a new standard for the sector, demonstrating how advertising can be managed through a sustainability lens.”
