Green Business from The Emerald Isle

Mindshare Ireland works with Enterprise Ireland to present the following Case study: Measuring and reducing data usage on digital display and online video

Client:

Enterprise Ireland

Mindshare Ireland:

Cara O’Connor & Ashling McGivern

Challenge:

Enterprise Ireland’s primary aim is to support Irish companies develop, grow and scale in international markets. However, the enterprise sector must reduce its emissions by 35% by 2030 and so we must lead by example in reducing our carbon emissions.

Brief:

Tasked with investigating greener solutions across all our communications, we focused on digital as this is where the majority of our investment currently lies.

Solution:

As part of an omni-channel campaign, we used SeenThis technology to measure and reduce data usage on digital display and online video. This adaptive streaming technology reduced our data usage by 66% while still optimising to performance through 4 tactics (Figure 1).

Results:

1,074GB avoided data waste
Equivalent to 14,340 fully charged smartphones

118kg avoided emissions
Equivalent to 897km driven by a car

Key Take Outs:

When working to maximise media performance, we must still work to minimise emissions.
Using new tech such as SeenThis allows us to efficiently reduce our CO2 footprint (-38%) while increasing ad performance.