Advertising Association’s Post

Sustainable advertising is the future! 🌱 I am looking forward to catching up with many of you at Cannes next month to discuss how Scope3 is supporting brands and their partners to make a real impact. Message me or use the link in the comments below if you’d like to set up time #sustainableadvertising #greenmedia 

Advertising can have a huge impact on the world. And having a positive effect on #sustainability is no exception. Sebastian Munden of Ad Net Zero laid out the state of play for advertising agencies and brands - and how we can all play our part - in his Ad Spotlight article. Read the full interview here: https://lnkd.in/eeAqf8iW #NetZero #AdSpotlight #SDG #AddressableTV

The #advertising industry is one of the most influential drivers in changing modern society, yet its #environmental impact is often overlooked. The responsibility the sector holds in addressing #climatechange could be pivotal. While advertising sits uncomfortably between the realms of art & science, its influence on #modernculture might be stronger than the two entirely. With #climate change making itself more noticeable by the day, what responsibility does the advertising industry hold in creating a more #sustainable #future? The advertising industry clearly has a large responsibility in tilting #ourworld towards a more #sustainablefuture.

New standards for measuring ad carbon emissions have been introduced recently by GARM and Ad Net Zero - a great step towards better transparency around the carbon impact of advertising, They currently cover TV and digital, with plans to expand to print and other mediums in the future, and will help advertisers make better decisions based on more standardised measurements of carbon emissions. Hoping these changes will bring increased commitment to sustainability in the advertising industry, and as Peter Wallace put it: 'with the launch of GARM's sustainability framework, we have the opportunity to re-energise the industry around the importance of sustainability.' Digiday Seb Joseph https://lnkd.in/guiVZjMv

As with many sectors, the #advertising industry is rightly becoming more aware of, and more focussed on its #environmental #impact. In light of the escalating climate crisis, the industry must adapt and adopt sustainable practices to reduce its carbon footprint and contribute to a greener future. Ad Net Zero is at the forefront of this movement, tirelessly advocating for sustainable practices within the advertising ecosystem. We were delighted to welcome its Chair John Osborn onto the MCA Prodcast to highlight the industry's substantial role in influencing consumer behaviour and its potential to drive positive change. He emphasized the importance of accurate measurement, noting that advertising's contribution to global carbon emissions is estimated to be between 2 and 3%. John identified some key areas within the advertising ecosystem where sustainability efforts can have a significant impact. Digital media, for example, with its reliance on data centres and servers, presents an opportunity for cleaner energy sources and more efficient practices. Production, another crucial aspect of advertising, involves numerous decisions that can influence carbon emissions, from set construction choices to catering options. Ad Net Zero's Ad Green calculator is a valuable tool that helps advertisers and production companies assess and reduce their environmental impact. We can't manage what we don't measure. As an industry, we need accurate data to inform and guide sustainability efforts, which is why at MCA we are proud to have integrated Ad Net Zero’s Ad Green calculator into all of our production processes. John also emphasized the role of individual actions, acknowledging that every small step contributes to the collective effort. He even shared with us his personal decision to fly economy, demonstrating that lifestyle changes can be made without compromising efficiency or effectiveness. It was an insightful, and inspiring conversation. John's understanding of industry dynamics allows him to effectively connect with stakeholders and advocate for sustainable practices. Furthermore, Ad Net Zero's work extends beyond measurement and education. The organisation partners with industry players to develop and implement practical solutions, such as carbon offset programs and greener production practices. Their efforts are driving a shift towards a more #sustainable advertising industry, one that can continue to thrive while contributing to a healthier planet. To find out more about Ad Net Zero, and how you can make your campaigns more sustainable, listen to the full episode for free: #climatechange #climatecrisis #advertisingproduction #carbonfootprint #environment #data #measurement

New universal standards — known as the Global Media Sustainability Framework — aim to solve the digital ad industry's longstanding problem when it comes to measuring sustainability. The new standards will provide benchmark metrics to unify every part of the industry and have the potential to push forward future advertising investment. #sustainability #advertising #digitaladvertising

Environmental messages do not impact #ad effectiveness, data finds. Research from broadcaster #ITV and effectiveness measurement platform System1 reveal significant headroom for environmentally-focused #advertising. Want to read more? Visit the #MarketingWeek website by clicking the link below:

Exciting News! A significant step is taken towards a sustainable advertising future with a new global partnership. Join the mission to reduce the carbon footprint of advertising and revolutionize the industry. Dive into the details in the article linked: https://bit.ly/3F3nlL8 #SustainableAdvertising #GlobalPartnership #MarTechAsia

🌱 Did you know that programmatic ads, while powerful, come with an environmental cost? Recent research sheds light on significant carbon emissions and ad wastage in the industry. 👀 Attention metrics could be one of the game-changing solutions to this problem! Read our full article here 👇 #SustainableAds #Receptivity #GreenAdvertising #Innovation

✔ Make sure to check out this write-up from VideoWeek about the ‘Sustainable Advertising’ book launch.   Focusing on the important role that TV can play in the decarbonisation of the advertising industry, both in terms of its own sustainability practices, and by using its reach and influence to drive wider change in society, we're thrilled to see so many mentions of Ad Net Zero supporters in the article, including:   ITV's partnership with eBay to sponsor Love Island, pivoting away from the show’s association with “fast fashion” to encourage more “pre-loved” purchases. According to ITV, 2.7 million young people are making more of an effort to shop sustainably as a result of the partnership.   Channel 4's “carbon skidmark” campaign, which embraced System1's research highlighting the power of humour in raising awareness of the climate crisis by showing politicians and business people partying in oil-stained underwear.   Sky's Zero Footprint Fund, inviting sustainable brands to compete for advertising airtime, with the goal of "helping consumers access more sustainable choices”- Fiona Ball, Group Director, Bigger Picture & Sustainability at Sky.   It also features the brilliant work of Media Smart UK, focusing on their ‘How to Spot Greenwashing’ guide, which encourages young people to think about the green claims they see.  _____ 📚 Pick up your copy of 'Sustainable Advertising: How Advertising Can Support a Better Future’ written by Matt Bourn, Director of Communications at the Advertising Association, and Sebastian Munden, Chair of Ad Net Zero here: https://lnkd.in/etAEpDJs #sustainability #advertising #climateimpact #sustainableadvertising #netzero #positivechange