How UOB reduced its ad emissions without compromising on attention time

UOB and its partner GroupM have been working hand-in-hand to integrate sustainable practices into the Singapore-based bank’s branding and marketing strategies. In a recentexample, UOB’s ‘Progress in Harmony’ campaign conveys a message that people and the Earth can progress together in harmony. But the bank intended to go beyond public-facing messaging by exploring ways it could reduce the campaign’s carbon footprint through the media-planning and buying process as well.

Campaign digs deeper into how network partner GroupM helped UOB reduce ad emissions while optimising views on the campaign video, and how AI was leveraged in partnership with video-streaming technology platform SeenThis.

How UOB reduced ad emissions

GroupM encountered key challenges when integrating AI and video streaming technology on this campaign. One hurdle was adapting UOB's existing ad creatives to meet video streaming platforms' specific format and audience engagement expectations. This required careful consideration of storytelling techniques and collaboration with video content creators to ensure maximum impact. In addition, accurately measuring the impact of the AI-powered video streaming campaign posed a significant challenge. GroupM tackled this by implementing advanced attribution models considering various touchpoints, such as website visits and app downloads.

These models enabled them to effectively attribute the remarkable 245% view increase to the new strategy. Through strategic adaptation and advanced analytics, GroupM successfully navigated these challenges to optimise UOB's advertising strategy for video streaming platforms. The agency reduced UOB’s ad emissions by 25% while increasing views by 245%. “We conduct thorough data analysis to pinpoint clients and sectors with similar potential for reducing ad emissions and enhancing viewership. Tailored strategies will be developed, considering each client and industry's unique needs, target demographics, and market intricacies,” Carey Loh, managing director of Mindshare Singapore, tells Singapore. “GroupM will leverage AI technologies to optimise advertising campaigns, ensuring precise audience targeting and maximum engagement while minimising emissions.”