Guerlain runs proprietary streaming video ads that adapt to the users context

French beauty brand Guerlain teamed up with specialist adtech agency SeenThis and Publicis Media Luxe on a state-of-the-art streaming video ad campaign.

The ads, which promote Guerlains Abeille Royale anti-aging skincare, use SeenThiss proprietary adaptive streaming technology. The tech removes file size restrictions, allowing ads to load in the highest possible quality – instantly and fully adapted to the users environment. This reduces the amount of data needed to deliver the content.

The improvements translated into much better start and completion numbers. Guerlain confirmed that some of the key campaign formats delivered a 80.5 percent start and 75.4 percent completion rate. They also achieved an average 38.1 per cent reduction in data transfer and 11.4 percent reduction in greenhouse gas emissions compared with conventional technology.

Jerome Grange, Media Director of Guerlain France, said: “Guerlain is strongly focused on sustainable development and the reduction of greenhouse gas emissions, in line with the objectives of LVMHs LIFE 360 program. We know that digital has a significant impact and is constantly on the rise. SeenThis and its resource-efficient advertising technology enable us to actively remove and measure unnecessary data and avoid emissions while improving performance. We look forward to continuing our collaboration with SeenThis.”