Driving Campaign Impact with Location + Low-Carbon Media Planning
Mobsta
Client: Heineken Inch's
As a B Corp certified geo-contextual media partner, we believe the greatest value of our offering is in precision, increased relevance and improved impact which is, arguably, smarter and more sustainable campaign media planning as brands and agencies benefit from performance, reduced wastage and, in turn, fewer carbon emissions from campaigns polluting our planet.
Mobsta believes that sustainable media planning which utilises a mix of smarter selection of digital ad formats and taps into geo-contextual location based targeting precision should be a standard. It's the evolution campaign media planning needs to stay relevant and meet its sustainability ambitions.
But the challenge we're often faced with is worry that being this prescriptive with media planning is great for efficiency but not so hot for performance. So we put this challenge to the test.
THE TEST
Mobsta partnered with Dentsu, Heineken and their Inch’s cider brand (a category-leading advertiser committed to sustainability) to answer: Can sustainability drive real growth for brands?
We put together a true industry first test: carbon reduction via intelligent location targeting and smart format selection vs. ROI.
RESULTS
Results are groundbreaking (independently measured/verified!):
Carbon-reduced media mix delivered an ROI of £2.95 +7% higher than the standard format mix +136% higher than Circana’s benchmark for the beer and cider category (measured across studies from 2018-2024)
CONCLUSION
We've proven that carbon-conscious geo-contextual location targeting and media format selection is not just an environmentally sustainable decision, it's a commercial imperative that drives impact, value and performance.