The Benefits of a Smaller Carbon Footprint in Media

20 June 2023


MAGNA and Oracle’s recent global study establishes a link between sustainable advertising practices and positive attention metrics. Using Scope3 emissions data, the study found that the longer an ad was viewed on a page, the lower the carbon emissions.

“Sustainability is a vitally important facet of our business model, and this research reveals how we can foster more environmentally friendly practices in the advertising industry without sacrificing attention metrics,” said Martin Bryan, Global Head of Sustainability, IPG Mediabrands. “Often, what makes sense for our planet and its people turns out to be good for business. This study shows a way advertisers can be more sustainable and successful, too.”

The study analyzed over one billion impressions across 55 countries through live campaign tracking and further stress-tested findings by using AI-based, predictive eye tracking on approximately 350 display ads that appeared on 100 U.S. websites. The resulting analysis proved that a spot that was in view for 10 seconds produced 64 percent less carbon emissions than a spot with a five-second, in-view time.

The study comes as consumers are increasingly considering the environmental impact of the products and services they use. Programmatic advertising alone generates 215,000 metric tons of carbon emissions a month, across five major economies (USA, Germany, Great Britain, France and Australia), according to the Scope3 State of Sustainability Report for Q1 2023.

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See the full study.

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