Table of Contents
- Introduction
- The Urgent Need for Standardized Carbon Emission Metrics
- How the Framework Works
- Industry Reactions and Implications
- The Road Ahead: Challenges and Opportunities
- Second-Order Effects: Beyond Direct Measurement
- Conclusion
- FAQ
Introduction
Did you know that the advertising industry is responsible for significant carbon emissions that impact our environment? As sustainability becomes a key focus for numerous industries, the advertising world has been searching for a reliable way to measure and manage its carbon footprint. In this post, we will explore the recent development of standards for measuring ad carbon emissions, a critical step forward facilitated by the Global Media Sustainability Framework from the Global Alliance for Responsible Media (GARM) and Ad Net Zero.
These newly launched standards, presented at the Cannes Lions International Festival of Creativity, provide a structured approach that enables marketers to substantiate their sustainability claims with solid benchmarks. By the end of this article, you’ll understand the importance of these standards, how they work, and what makes them a game-changer for the advertising industry.
The Urgent Need for Standardized Carbon Emission Metrics
Background
Historically, the lack of standardized metrics for measuring ad carbon emissions has left marketers with fragmented and inconsistent data. This gap has hindered the ability of marketers to make informed, responsible decisions regarding their media spending.
The Global Media Sustainability Framework
Introduced at the Cannes Lions Festival, the framework is the result of multiple working groups that started their efforts in October of the previous year. Currently, it covers TV, digital, and out-of-home advertising, with plans to include print, radio, and film in the future. This comprehensive coverage ensures that the framework can adapt and expand as different advertising channels evolve.
How the Framework Works
Data Transparency
Advertisers can now use a standard form to request data from media sellers. This form requires media sellers to voluntarily disclose the origin, collection methods, and extent of their data coverage. This transparency is critical as it allows all parties involved to understand precisely how the carbon emissions are being measured, ensuring a consistent baseline for truth.
Impact on the Industry
With uniform standards, marketers can ascertain more reliable information about their carbon emissions. This clarity empowers them to allocate their budgets more effectively, focusing on media partners who are genuinely working to minimize their environmental impact.
Moving Beyond the First Draft
While the Global Media Sustainability Framework represents a significant step forward, it is also seen as an evolving document. The framework will need ongoing auditing and adaptations to keep pace with the changing landscape of advertising technology and practices.
Industry Reactions and Implications
Driving Sustainable Technology
Peter Wallace, general manager for EMEA at GumGum, sees this framework as a catalyst for advancing sustainable tech. He believes it can help move the industry toward widespread adoption of these practices, ultimately reaching a stage of productivity where sustainability becomes self-sustaining.
Overcoming Barriers
The framework also addresses common fears and hesitations around sustainability. According to Joseph Worswick, vp of sales for EMEA, and global head of sustainability at OpenX, the fear of negative comparisons or the pursuit of 'perfection' in sustainability has held many organizations back from making meaningful progress. The new standards promise to align all parties, setting the stage for coordinated efforts toward mutual sustainability goals.
The Road Ahead: Challenges and Opportunities
Auditing and Ratification
The road to full ratification of these standards may take up to 18 months, given the complexity of the necessary auditing process. Yet, the industry is optimistic, viewing it as a matter of “when” and not “if.”
Coexisting Standards
In the meantime, different standards will continue to guide ad spending decisions. The Global Media Sustainability Framework will operate alongside other standards from entities like Syndicat des Régies Internet in France and Scope3. This scenario mirrors past industry experiences with metrics such as viewability and attention, showing that standardization is a process that evolves over time.
Second-Order Effects: Beyond Direct Measurement
Complementary Innovations
Companies like Scope3 are already exploring how to measure the carbon emissions associated with AI in advertising. While the current framework does not cover these aspects, the existence of a standard yardstick propels other companies to innovate, giving rise to complementary solutions.
Strategic Boardroom Conversations
For many CMOs, this framework can facilitate boardroom recognition. By having a quantifiable carbon emissions number that reflects their company’s entire advertising footprint, CMOs can demonstrate their efforts to reduce that number over time, aligning these reductions with broader corporate sustainability objectives.
Conclusion
The introduction of the Global Media Sustainability Framework is poised to reshape the advertising industry's approach to sustainability. By providing a clear, standardized method for measuring carbon emissions, it empowers marketers to make better-informed decisions, fostering a more responsible and transparent industry. As these standards mature and evolve, they promise to accelerate progress toward a greener, more sustainable future in advertising.
FAQ
What is the Global Media Sustainability Framework? The Global Media Sustainability Framework is a set of standardized metrics and guidelines for measuring the carbon emissions associated with various forms of advertising, including TV, digital, and out-of-home media.
Why are these new standards important? These standards provide a consistent and transparent way to measure carbon emissions in advertising, helping marketers make more informed, sustainable decisions.
How will these standards impact the advertising industry? They will drive greater alignment and cooperation among industry players, facilitating more effective and responsible media spending. Over time, this will likely lead to widespread adoption of sustainable technologies and practices.
What are the next steps for the framework? The framework needs to undergo rigorous auditing and refinements to keep pace with industry developments. It is designed to evolve and expand to include other advertising channels, like print and radio, in the future.
How can companies get involved? Companies can start by adopting the framework's standards and collaborating with media sellers who can provide the required data transparency. They can also participate in working groups and initiatives aimed at refining these standards.
