84% of UK marketers think the advertising industry doesn’t work

LONDON, Oct. 05, 2022 (GLOBE NEWSWIRE) — Eighty-four percent of UK marketers believe the advertising industry is not doing enough to reduce the carbon footprint of digital advertising, according to a new report. study published by a targeted advertising platform good-loop.

The new reportwhich examines how Adland is tackling the environmental impact of its digital ads, found that while seven in 10 advertisers (71%) say they currently track the emissions generated by their digital ads, the vast majority believe the industry needs to do more to combat the carbon cost of online advertising campaigns.

As the digital advertising ecosystem has become more complex and fragmented – fueled primarily by the energy needed to support the rise of programmatic advertising – the negative impact it has on the environment has also increased.

A typical online advertising campaign emits 5.4 tonnes of carbon (source: good-loop) – nearly half of what a UK consumer generates each year, while 1 million video impressions have the same carbon footprint as a return Boston-London flight (source: Scope3).

To help understand how the advertising industry is tackling the environmental impact of its digital ad campaigns – including challenges faced and future action plans – Good-Loop, a company that helps advertisers measure, reduce and offset the carbon footprint of their online advertisements, surveyed over 400 digital marketers in the UK and US

Study results “Counting the Carbon: How UK Marketers are Tackling Adland’s Climate Crisis” to understand:

  • Nine in 10 (90%) UK marketers believe the digital advertising industry has a responsibility to reduce carbon emissions;
  • 71% of UK marketers monitor the carbon cost of their digital advertising campaigns;
  • 84% of UK marketers believe the digital advertising industry needs to do more to help reduce carbon emissions;
  • 87% of UK agency marketers and 61% of UK brand marketers think “sustainability is more important than media cost”;
  • Seven in 10 (70%) marketing agencies in the UK and more than half (63%) of brand marketers believe there are not enough media education/training programs durable;
  • 38% say their organization plans to reach net zero in digital advertising at some point in the future, but only 15% say they have set goals.

Amy Williams, CEO and founder of advertising platform Good-Loop, said: “This UK research confirms what we already knew to be true – people in our industry care deeply about tackling our carbon problem and making of advertising a positive force in the world. But to achieve ad net zero, we now need more industry-wide education and we need to work together to develop universal sustainable standards to guide future best practices.”

“Good-Loop’s green advertising solutions are backed by a robust open source methodology. Our goal is to provide a clear and transparent understanding of the digital carbon footprint of advertising to enable agencies and brands to offset their short-term impact and implement positive climate action in the long term.

To download the study, click on here.

Media Contact
David Waterhouse
Director of Global Communications, Good-Loop
Email: [email protected]

About Good-Loop
Good-Loop is a targeted advertising platform whose mission is to improve advertising for consumers, brands and the planet. Certified B Corps company creates turnkey products for advertisers to do good at scale. Good-Loop’s carbon-neutral advertising formats drive engagement by converting people’s attention into donations for good causes around the world. The company’s proprietary Green Media technology also enables advertisers to measure and reduce the carbon footprint of their digital advertising. The company, which has offices in London, Edinburgh and New York, is on a mission to make the connection between brands and consumers more meaningful by delivering respectful advertising that has real social and environmental impact, while stimulating activities and brand for advertisers. . The company has raised over $6 million for charities including Save the Children, WaterAid, Make-A-Wish, NSPCC and WWF. Its clients include L’Oréal, Nike, Unilever, Levi’s, Adidas, Volvo and Mondelez. In February 2022, the company closed a $6.1 million Series A funding round, led by a New York-based investment fund, Quaestus Capital Management (QCM)with additional backing from Scottish Enterprise, impact investor SIS Ventures and European ad tech fund First Party Capital, bringing the total ad tech investment for a good platform to $8.2 million (£6 million) since its inception in 2016.

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