Interviews, insight & analysis on digital media & marketing

Mediahub UK cleans up ad delivery with SeenThis’ adaptive streaming technology

Mediahub, along with platform partner SeenThis, recently tested a hypothesis for a UK Pinterest brand campaign, backed by a lab test carried out by Lumen. This found that the streamed campaign drove 1.7x higher attention than the same ad served using traditional ad serving methods, resulting in a massive 81% higher brand effect.

Mediahub UK calculated the campaign’s carbon footprint related to creative delivery at 683 kg CO2e, using the SRI Alliance Digital broadcast model. Streamed with SeenThis technology, the campaign transferred an estimated 38% less data compared to delivering the tested creative and player. This resulted in an estimated 14% avoided emissions from creative delivery. 

What’s more, as a result of this resounding success, all Mediahub UK’s digital brand campaigns will now be powered by SeenThis streaming technology.  

“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,” said Erfan Djazmi, Chief Digital Officer, Mediahub UK.

“Our proprietary adaptive streaming technology supplants conventional industry ad-delivery practices, with brand lift data demonstrating how lightning-fast ad-loading generates higher attention from users,” commented Jesper Benon, Founder & CEO SeenThis.

Mike Follett, CEO & Co-Founder, Lumen, added: “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.”