The carbon footprint of brands’ online advertising campaigns, fifty-five

Results include recommendations to significantly reduce environmental impact

fifty-five, a global MarTech consultancy that enables brands to fully unite and optimize siled data across all channels to drive business results, today announces the results of a study it conducted on the carbon impact of advertising campaigns, with a main focus on digital. This study is the first iteration of a global and collaborative approach that allows brands to work together on their digital and energy transformation. The study, together with the measurement methodology and best practices for reducing this impact, is available as an open source tool, allowing anyone to access and leverage it to drive environmental improvements in relates to their digital marketing efforts.

“We have chosen to release this study with the methodology as open source so that it can be shared and leveraged by everyone in the industry,” said Robin Clayton, US Managing Director for Fifty-Five. “Our goal is to encourage the advertising industry to collaborate and think about ways to ultimately help the sector to activate concrete levers to reduce the footprint of campaigns. Eventually, the goal will be to extend the scope of the study to other types of advertising campaigns, including television, radio, print media, outdoor advertising, etc., for use cases and a wider impact. »

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Global warming due to human activity forces all companies to reduce their carbon footprint. However, the reality of this situation comes up against a major obstacle: the lack of precise and reliable data on the real carbon “cost” of goods and services. At the same time, the digital ecosystem is responsible for more than 3.5% of global greenhouse gas emissions and is growing at a rate of 6% per year, more than global civil aviation.

“We, as an industry, need to collaborate on this critical issue to help establish guidelines and best practices for brands, publishers and ad technology providers to follow,” said Brian O’Kelley, veteran of advertising technology and co-founder and CEO of Scope3. , the source of truth for supply chain emissions data. “I’m thrilled to see Fifty-Five taking a leadership role in the movement to measure the carbon impact of advertising campaigns and how to address it to decarbonize advertising. I look forward to working with Fifty-Five to help drive this forward.” this important initiative.

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The fifty-five study presents the issues related to the carbon footprint of a theoretical campaign and offers recommendations on the best ways to reduce its negative impact. To determine this, fifty-five relied on existing work and a methodology for calculating greenhouse gas (GHG) emissions, based on an indicator common to all sources of emissions, namely the mass of CO2 equivalent (CO2eq). According to estimates by Fifty-five, a single digital campaign can generate more than 70 tons of CO2eq, equivalent to the carbon footprint of about seven people for a year.

The study then highlighted approaches a company could take to reduce emissions by nearly 50% and, in one case, 70%. These recommendations include, among other things, prioritizing reasoned filming, optimizing video content and running campaigns over Wi-Fi over mobile networks.

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