South America’s largest carrier, LATAM Airlines, has made a significant impact on the cost and carbon footprint of its digital advertising thanks to the innovative streaming technology provided by Swedish tech company, SeenThis. In a joint effort with media agency Matterkind, LATAM was able to reduce its Cost Per User (CPU) by as much as 83% across all key markets, while also reducing data use and avoiding unnecessary carbon emissions.
SeenThis’s adaptive streaming solution allowed LATAM to deliver high-quality video content at a lower cost than typical video CPM, resulting in improved video reach and better performance compared to traditional static display banners. The technology minimizes unnecessary data transfer, leading to a reduction in the environmental impact of digital content. Using the SeenThis emissions calculator, data savings were estimated to be around 25%, corresponding to a reduction of approximately 14 tonnes of CO2 emissions in a single campaign.
Manuel Breve, Marketing Technology Team Lead at LATAM Airlines, expressed his excitement about the partnership and stated that the company is committed to expanding its collaboration with SeenThis in 2023. “We will continue to optimize our media spending towards more sustainable options and at the same time improve ROI and performance,” he said.
Jesper Benon, CEO at SeenThis, emphasized the importance of acting now to address the indirect emissions stemming from digital advertising. “Our technology loads instantly and minimizes unnecessary data transfer, leading to a reduction in the environmental impact of digital content versus traditional video ad serving technology,” he said.
SeenThis, a Swedish tech company established in 2017, has been working towards creating a high-speed and energy-efficient internet for everyone, everywhere. With billions of streams served for over 1000 brands in 40+ countries, the company is well on its way to transforming the distribution and climate impact of digital content.
