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Marketers agree that measurement is key to reducing their digital carbon footprint, but they are lagging behind in action, according to a report from IAB Europe.
CO2 measurement is key to reducing emissions / Adobe Stock
Sustainability is a key focus of the digital advertising sector as marketers consider the hidden impact of their impressions. Last year, it was estimated that a typical advertising campaign emitted about 5.4 tons of CO2 (the amount needed to power an average gasoline car for a year, according to the U.S. Environment Agency). of CO2 emissions.
As the number of regularly traded ad impressions increases over time, it’s not hard to imagine the hidden carbon costs of successful campaigns.
The IAB’s “State of Readiness: Sustainability in Digital Advertising” report surveyed 256 respondents in 29 European markets to find out how the digital advertising industry is progressing towards delivering sustainable digital advertising. was investigated.
what did it find?
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55% of respondents believe their company has started or made significant progress towards reducing CO2E emissions. However, 18% have not yet started or are not thinking about it.
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As for what these companies are doing, 50% have or are in the process of conducting a sustainability audit, 46% have a dedicated sustainability lead, and 46% have a checklist.
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When asked what the top three challenges are for businesses, sustainability is one of the top three challenges, ranking just below cookieless targeting and measurement.
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Measuring CO2E was cited as the top action needed to drive CO2E reductions in digital advertising (35% cited it as the most important focus) and creating consistent standards (33% ) and tools and solutions offerings followed closely. We can reduce his CO2 emissions from current digital advertising (25%).
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Fifty-one percent of respondents said their company does not currently measure the emissions generated by serving digital ads.
Commenting on the survey findings, Laura Wade, head of sustainability at Essence, said 55% of respondents had “launched” or “made significant progress” on their own carbon reduction efforts, so 2023 will I hope it shows that it is a turning point. So that sustainability digital practices become mainstream.
“However, the report also highlights the need to focus on education and collaboration to make this happen. To realize the commercial opportunities that decarbonization and sustainable innovation unlock, We believe we must act quickly and fully commit.”
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