Saturday , 15 June 2024
Home Brand News Media Decarbonisation Will Soon Be a ‘Commercial Imperative’
Brand News

Media Decarbonisation Will Soon Be a ‘Commercial Imperative’

Sustainble green building. Eco-friendly building. Sustainable glass office building with tree for reducing carbon dioxide. Office with green environment. Corporate building reduce CO2. Safety glass.

Media’s carbon footprint is larger than most marketers might expect, and it’s an issue they will have to address sooner rather than later.

Why it matters

Media-based decarbonisation is going to become a hygiene factor as questions are asked about the advertising industry’s energy use as well as the behaviours it drives. “If you want to prioritise having a career in marketing and advertising in the next six years, you have to get your head around sustainability because it is going to change our industry,” said Essence Mediacom’s Laura Wade, speaking at Advertising Week Europe.


  • A focus on the sustainability of the physical supply chain will be supplemented by scrutiny of the more ephemeral nature of digital advertising. The programmatic ecosystem is hugely inefficient when viewed through a sustainability lens, Wade pointed out.
  • Many businesses aren’t currently measuring the impact of their media choices. Science-based targets will need to become part of agency objectives.
  • There is significant scope for advertisers to reduce their carbon footprint while increasing efficiency by simply shifting the budget away from high-carbon, low-performing sites. MPB, a platform for buying and selling camera equipment, realised a 4x increase in conversion rate by doing this.

Key quote

“I feel like everyone’s dabbling at the moment … but in about a year’s time we’re going to have benchmarks, we’ll know what good looks like and I think we’re going to see investment start moving … there’s a load of stats out there to show that this is going to be a commercial imperative” – Laura Wade, Global Head of Sustainability Strategy at Essence Mediacom.

Credit: WARC

Leave a comment

Leave a Reply

Your email address will not be published. Required fields are marked *

Related Articles

LG Electronics showcases trendsetting Home Appliance products in the region

Global consumer electronics pioneer LG Electronics, recently hosted its LG Showcase MEA...

LG Electronics MEA leads with innovation in new Home Entertainment Line-up

LG Electronics, a global leader in consumer electronics recently hosted its LG...

LG Showcase MEA 2024 returns with firsthand experiences ofLG Electronics’ latest innovations

LG Showcase MEA 2024 today welcomed guests and partners in Abu Dhabi...

LG Donates Solar-powered Borehole to Gudu Community in Abuja for World Water Day

LG Electronics, a global leader in technology and innovation, joined the Federal...