Toyota Reduces Carbon Footprint of Digital Ads with Technology Matchup

Diving brief:

  • Toyota reduces the carbon footprint of its digital advertising campaigns by up to 20% thanks to a new partnership, by a press release.
  • The automaker is one of many GroupM customers to take advantage of an adaptive streaming solution from Swedish tech company SeenThis. The offering focuses on reducing ad load times, which eliminates the amount of data needed to run campaigns effectively.
  • GroupM has been implementing the SeenThis technology since January and says the results related to both performance and durability are satisfactory. Such solutions could become more popular as digital occupies a greater share of media budgets while environmental, social and governance (ESG) mandates become more pressing.

Overview of the dive:

Automakers are under increasing pressure to switch to making electric vehicles as consumers and regulators sound the alarm about the worsening effects of climate change. The impact of the category’s media buying tactics on the environment may not be in the spotlight right now, but it’s another area of ​​activity that could come under scrutiny. further consideration under the call for holistic solutions.

Toyota’s tie-up with SeenThis, a relationship established through its media agency GroupM, is promising to help green a less visible aspect of the marketing pipeline. The&Partnership agency is also working with the brand on the initiative.

“GroupM and The&Partnership, along with SeenThis, provide us with digital advertising solutions that help us achieve our business goals, while helping to reduce carbon emissions,” said Jan Casserlöv, head of marketing and CEX at Toyota, in a statement. Press release. “We are extremely pleased with their work as sustainability and performance are extremely important to our digital advertising strategy.”

Founded in 2017, SeenThis strives to reduce image and video ad load times, avoiding what it sees as limitations in traditional ad serving methods. Messages that appear instantly receive more views per impression, while reducing the amount of data needed. Xaxis, part of GroupM, said it saw up to 64% less data transferred when applying SeenThis, which, in turn, creates a lower CO2 footprint.

GroupM Helps Evolve Technology shows how media buying agencies are adapting their approach as channels like digital video take a more central role in marketing. The WPP-owned firm manages more than $50 billion in annual media investments, according to the statement.