Coca-Cola has found that streaming digital ad campaigns has minimised its environmental impact and reduced emissions by as much as 25%, according to data from streaming tech partner SeenThis.
The partnership, which has been in place since the end of last year, allows Coca-Cola to stream regional Coke and Sprite video campaigns as display banners across key markets in Central and South America.
SeenThis avoids creating an excessive carbon footprint by only streaming data that is actually consumed by the user.
Data transfers were estimated to be 25% lower than running video of corresponding quality using conventional ad serving technology. This corresponds to avoiding approximately 5 tons CO2e emissions, equivalent of about 156,000 plastic bags.
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Compared to other video alternatives, both brands increased video reach while maintaining cost efficiency. By replacing standard banner static communication with high-quality video content, the campaigns also outperformed standard display banners.
Coca-Cola real time amplification manager Rodrigo Gayón said sustainability is an important factor in the global brand’s digital advertising decisions.
“The technology provides an opportunity for us to reduce the C02 output of our digital campaigns,” he said.
The adaptive streaming technology uses lower data transfer on ad campaigns compared to sending a video of corresponding quality using conventional technology. With streaming, advertisers can reduce data transfer, resulting in a smaller CO2 footprint.
