Nicole LalevaAs advertisers increasingly prioritize sustainability alongside performance, Chevrolet partnered with dentsu and SeenThis for the ‘Chevrolet Silverado Truck Mania’ campaign to promote the Silverado model across KSA and UAE.
By leveraging PubMatic’s curated marketplace inventory and SeenThis’s carbon-efficient streaming technology, the programmatic display campaign reached consumers at scale while minimizing carbon emissions. Social media video assets were seamlessly repurposed into high-performing in-banner creatives, delivering exceptional results, resulting in a reduction of the environmental footprint.
Chevrolet Arabia faced the challenge of expanding its advertising reach beyond social media platforms while maintaining its commitment to carbon-conscious marketing practices. Their existing creative assets — vertical video formats designed specifically for social channels — limited their ability to scale across the open web without additional production or environmental costs.
Dentsu MENA, Chevrolet’s media agency, set out to prove that sustainability and performance could reinforce each other in programmatic advertising — delivering strong campaign results while meaningfully reducing environmental impact.
Chevrolet Arabia partnered with dentsu, PubMatic, and SeenThis to balance performance, scale, and sustainability. Through PubMatic’s curated marketplace, dentsu accessed premium inventory across KSA and UAE, extending reach beyond social platforms.
SeenThis’s adaptive streaming technology delivered creatives progressively based on user engagement, loading only viewed data — reducing unnecessary data transfer and carbon emissions. Existing vertical video assets were transformed into dynamic in-banner formats without new production.
The campaign proved performance and sustainability can reinforce each other when executed strategically: CTR exceeded benchmarks by 70%, achieving 1.19% overall against the initial KPI of 0.5%-0.7%.
"This campaign demonstrated that brands can achieve both performance and sustainability goals simultaneously. By leveraging PubMatic's premium inventory alongside SeenThis's carbon-efficient technology, we exceeded CTR benchmarks by over 70% while significantly avoiding environmental impact, contributing to more responsible programmatic advertising in the region." - Saadeddine Nahas, HEAD OF PRODUCT & PARTNERSHIPS, DENTSU MENA
Please note that the data provided on this page includes measurements and estimations collected from SeenThis Emissions Dashboard. For details, read more here.
