Recently, an article by Net Zero Media's Phil Benedictus was featured in AdNews, with the full piece available here.
This article highlights the rapidly growing carbon footprint of the Australian advertising industry, despite increasing awareness and measurement efforts.
Some of the key points raised include:
Rising Emissions: The industry's carbon emissions are significant, exceeding those of aviation, and are projected to increase further, particularly in digital advertising.
Drivers of Growth:
Increased consumption of digital video and audio content.
Wasteful ad delivery, such as pre-downloaded but unlistened podcasts and skippable video ads.
The rapid digitisation of Out-of-Home advertising, which, while potentially beneficial long-term, currently increases energy consumption due to reliance on the existing grid.
The increasing use of energy-intensive technologies like programmatic advertising and AI-powered searches.
The Need for Change:
The article emphasises the urgency of reducing waste in advertising, arguing that wasted ad spend equates to wasted carbon.
It calls for granular carbon measurement to optimise campaign effectiveness and reduce environmental impact.
It suggests that by focusing on effectiveness, streamlining user experience, and using quality ad placements, advertisers can achieve better results while reducing their carbon footprint.
The article also points out that while some technologies contribute to the problem, that other technologies such as AI and video conferencing can contribute to the solution.
About Net Zero Media
At Net Zero Media, we are driving a future where the advertising industry takes decisive action to reduce its carbon emissions.
Recognising the critical need for specialised technology to measure these Scope 3 emissions, Net Zero Media was founded by a collaboration of senior executives from the marketing, advertising, software and sustainability industries who developed CarboniQ to effectively measure the environmental impact of every advertising campaign across all media channels.
Our mission is to transform the advertising landscape by integrating media planning expertise with advanced technology and a deep understanding of climate science. We empower the industry to navigate complex challenges and deliver sustainable solutions, driving decarbonisation.
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