[Marketing Week] Bob Koigi: Accelerating decarbonization of the media supply chain

In July this year, a proposed global framework for measuring ad-based carbon emissions was introduced as a way one way to reduce the total amount of carbon created by the placement and consumption of advertising. Since then, brands have aligned themselves to this call with coalitions and initiatives having been set up.

Just recently GroupM, WPP’s media investment group, announced the creation of a client coalition that unites nearly 20 leading advertisers — collectively representing $10B in global advertising investment to accelerate the decarbonization of the world’s media supply chain.

The coalition will also insist on accurate, standardized emissions reporting by platforms, publishers, and media suppliers. Collectively, the coalition will advance and incentivize efforts across the industry to reduce the total amount of carbon created by the placement and consumption of advertising.

Earlier, GroupM had introduced the approach it will take to measure and reduce ad-based carbon emissions using a newly developed global carbon measurement framework.

The framework is an innovative, new set of measurement methodologies designed to break down the media value chain and define the necessary data inputs to measure carbon emissions across all five stages of the advertising lifecycle for all formats, channels and markets in accordance with the Greenhouse Gas Protocol’s standards.

In line with this call, Essence, a global data and measurement-driven agency within GroupM, had announced the creation of a sustainable programmatic marketplace that will further the adoption of GroupM’s recently announced media decarbonization framework, reduce the carbon footprint of advertising campaigns, and reward publishers that are actively addressing the climate crisis in their editorial coverage.

The marketplace consists of trusted UK publishers with clear Net Zero strategies who have committed to decarbonizing their media supply and adopting GroupM’s framework for measuring and reducing carbon emissions.

In advertising news this week, Hivestack, the world’s leading, independent programmatic digital out of home (DOOH) ad tech company has announced the successful delivery of the world’s first anamorphic programmatic DOOH campaign.

The campaign was activated for RE/MAX of Southern Africa, the leading global real estate franchisor via their agency Mark1 targeting audiences at the iconic Victoria & Alfred (V&A) Waterfront in Cape Town via V&A appointed media owner, Innovocean.

Yieldmo, the smart advertising exchange that differentiates and enhances the value of ad inventory for buyers and sellers, announced an agreement to collaborate with IRIS.TV, the only data platform built for video, increasing publisher and buyer adoption of contextually enriched CTV.

The partnership offering includes omnichannel contextual curation to buyers across CTV, OLV, and display advertising from leading independent data companies.

MGID, the global advertising platform, has announced the launch of interactive rich media ads across its portfolio of premium publishers, driving effectiveness for advertisers through increased audience engagement and attention.

In brands and sustainability front, Amazon and the U.S. Agency for International Development (USAID) are launching a public-private partnership to address the gender inequities that exist for women in the climate finance ecosystem and support female entrepreneurs with the resources they need to accelerate climate change innovations.

Elsewhere, IKEA Foundation has said it will deploy an additional €600 million for climate by 2025. In 2021, the IKEA Foundation announced an additional €1 billion in funding for climate change programmes over a five-year period, with the strategic goal of quickly and significantly reducing global emissions. Of this commitment, €400 million has been earmarked for the Global Energy Alliance for People and Planet launched at COP26.

Elsewhere, Ghana’s leading online media platform, GhanaWeb, and Age Africa Agency, the foremost YouTube agency with a Multi-Channel Network (MCN) in Africa, are co-sponsoring the second edition of the YouTube Creators Festival to be held from November 24 to 26, 2022, in Accra, Ghana.

The festival is an independent convention of all content creators across the country to engage, educate and inspire the global YouTube community. 

And Dentsu International has announced it has collaborated with Microsoft to build a unique collaboration space in the metaverse, designed to excite and inspire brands to innovate and experiment with Web3 technologies.

Using their combined expertise, the businesses have partnered to showcase a range of real-world use-cases that have been re-imagined in a virtual setting to drive greater engagement, productivity, and accessibility for business.

Bob Koigi is an editor at Marketing Report EU

www.marketingreport.eu

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