LATAM Airlines reduces Cost Per User by 83 per cent thanks to innovative ad technology  

Mobile Marketing - Member Content

Adaptive streaming company SeenThis has dramatically reduced the Cost Per User (CPU) for LATAM Airlines, South America’s largest airline group, while addressing the impact of digital advertising on the climate through significant carbon reductions.

In 2022, LATAM and its media agency, Matterkind, worked with SeenThis to increase its video reach and hit performance and cost efficiency goals. Previously, the airline’s high-quality video content was limited to expensive video inventory placements, while display campaigns used static banners.

By using SeenThis’s adaptive streaming solution, LATAM Airlines reduced CPU across all key markets by as much as 83 per cent, while also using less data, saving energy, and avoiding unnecessary CO2 emissions stemming from digital advertising.

SeenThis’s streaming technology enables advertisers to run high-quality video within display, with LATAM significantly increasing video reach at a lower cost than typical video CPM. The high-quality video within display delivered an impactful viewer experience; dramatically outperforming static display banners.

As a performance-focused brand, LATAM measures ROI on every digital campaign. Following positive initial campaigns across key markets in Latin America, the brand decided to extend the partnership and stream its global campaigns across all continents, delivering excellent results, including:

Reduced CPU across key markets

  • -83 per cent in US
  • -47 per cent in Mexico
  • -65 per cent in Europe
  • -15 per cent in Oceania

Avoiding unnecessary carbon in digital advertising
In addition to enhanced performance, SeenThis’s streaming technology enables advertisers to reduce their overall data use – reducing unnecessary carbon emissions compared to traditional video ad serving. Using the SeenThis emissions calculator for the LATAM campaign, data savings were estimated to be around 25 per cent, corresponding to approximately 14 tonnes lower CO2 emissions.

SeenThis’s technology minimises unnecessary data in advertising for both enhanced user experience and reduced climate impact. Jesper Benon, CEO at SeenThis, explains: “With indirect emissions stemming from digital advertising, it’s important we act now; implementing innovative solutions. Our technology loads instantly and minimises unnecessary data transfer. This leads to a reduction in the environmental impact of digital content versus traditional video ad serving technology.”

Manuel Breve, Marketing Technology Team Lead at LATAM Airlines, comments: “We are really excited to partner with SeenThis and are committed to expanding our collaboration in 2023. We will continue to optimise our media spending towards more sustainable options, and at the same time improve ROI and performance. That is truly amazing.”

You can learn more about the SeenThis methodology and carbon footprint measurement here.