In this Exchange Wire 2022 forecast series, we ask stakeholders to assess the current environmental impact of digital advertising and forecast how the industry will address it over the past year.
2022year,carbon dioxideMore agencies take measures to reduce emissions
Advertisers are already paying attention to the environmental impact of advertising. However, understanding the CO2 emissions of digital advertising is a complex task. In addition, the number of layers to be considered is also many, and it is difficult to see the factors. However, a detailed analysis of the entire production and delivery process can give advertisers a complete picture of the CO2 emissions of their marketing.
Once advertisers understand the impact of digital advertising, the next step is to work to reduce it. We expect more agencies to work on this in 2022. In the short term, brands and agencies should adopt two main approaches. The first is to simplify the technology stack by reducing the layers from ad creation to delivery. Reducing the number of partners also reduces the number of reports to consolidate, indirectly reducing emissions.
The second is to reduce the data load. Short ads are lighter than long ads and can be downsized depending on the ad format and compression ratio. Optimizing asset size not only improves the user experience, but also reduces the CO2 emissions associated with ad serving, reduces the power consumption of the device that displays the ad, and increases battery life.
In addition, if your ad has enough attention, you can reduce the frequency and reduce the amount of advertising. As a result, the environmental load is reduced. In 2022, our industry will need to establish specific reporting standards to better measure, understand and mitigate impacts. Additionally, by establishing a framework for measuring attention, advertisers will be able to produce more engaging ad content, making advertising more sustainable.
Caroline Hugonenc, Vice President, Global Research and Insights, Tees
Supplier Sustainability Efforts Drive Advertising and Media Efforts
Today, the entire internet industry emits about the same amount of carbon dioxide as the airline industry. This is mainly due to the energy used to manufacture the hardware and power the devices. However, simply distributing content on the Internet also contributes to CO2 emissions. From this, I expect that the choice of infrastructure and technology in the media and advertising industry will be important, depending on what these providers do to remain sustainable.
In the future, we should focus on the extent to which advertisers can achieve their corporate goals through environmentally friendly advertising. How much CO2 can we reduce and fulfill our responsibilities in the advertising industry? The industry has relied on inadequate metrics for too long and wastes too much.
Simon Kvist Gaulshoj, CEO of Adnami
Advertising calls for sustainable activities
This is more of a wish than a prediction, but I hope 2022 will be a year of sustainability for the advertising industry. This means understanding the impact of the climate crisis in an accurate and detailed manner and taking the necessary steps to mitigate it. One concern is green washing, which suggests it does little real help, while calling for a contribution to the environment. This is a very dishonest attitude.
It is our responsibility to identify the harmful aspects of what we are doing in terms of energy consumption (amount of data used, frequency of transmission, distance, number of connections) and to radically simplify such processes. Sustainability should be the default, not a reason for price increases, nor a business opportunity. If you view it as a business opportunity, you will spend more than your business needs and end up making mistakes.
Janicke Eckbo, Chief Marketing Officer, Kavai
2022Possibility of annual turn to “Attention Ecology”
With so many ads, consumers tend to look only at trees, not forests, and tend to ignore all ads. It’s bad for both consumers and advertisers, and ironically, it’s bad for “trees (ads)”.
You can think a little about how much power is wasted running a large number of ads that aren’t being viewed or obstructed.
If advertisers are taking small but aggressive steps to reduce CO2 emissions, use attention data to select low-clutter (congestion) and high-attention (attention) sites to place ads on. Recommended to. It will lead to better results, such as better consumer experience, better brand sales, lower energy consumption. Hopefully 2022 will be the year the industry moves from an “attention economy” to an “attention ecology”.
Mike Follett, Managing Director, Lumen Research
2022The year saw greener solutions emerge, and decarbonization efforts began to come alive.
By 2022, action to address the negative environmental impact of advertising will increase across the industry. From the energy generated by ad production to the energy required to operate and maintain the digital advertising ecosystem, the advertising industry accounts for a large proportion of total global carbon dioxide emissions. Purpose-busters, an advertising industry group working on climate change, found that advertising increases consumers’ carbon dioxide emissions by an average of 28 percent.
Additionally, our own Goodloop study found that implementing typical online advertising can emit up to 5.4 tons of carbon dioxide. That’s about half the carbon dioxide that the average UK consumer emits in a year. What’s more, this number only applies to the ads that consumers actually see. With the rise of programmatic advertising, it’s no longer enough to just think about the carbon dioxide used to deliver ads to your web pages. This should also be taken into account, as auction requests that do not serve any ads fly trillions of times a day.
In 2022, there will be many green solutions designed to help advertisers measure and offset the carbon cost of their campaigns. Research will also be conducted to measure carbon dioxide emissions from the planned ecosystem in more detail. Advertisers expect them to take various initiatives, such as reducing creative capacity and diversity to reduce the environmental impact of their campaigns, and focusing on their track record in environmental work when selecting servers and supply partners. And we in the advertising industry need to harness the power and influence of our creativity to encourage consumers to change their behavior and save the planet.
Ryan Cochrane, COO, Good Loop