Mindshare, a media services company affiliated with GroupM and WPP, and Scope3, a collaborative sustainability platform that reduces carbon emissions in media and advertising have developed a customized Emissions Scorecard. Clients will benefit from this tool’s ability to comprehend the carbon emissions of their digital media campaigns.
Insights on Carbon Emissions from Digital Media Activities
Mindshare’s clients will have access to real-time carbon emissions data for the first time on their digital media activities at the macro (business category, brand, country, and publisher) and micro (creative format, media type, and ad environment) levels. The Mindshare and Scope3 teams have been working together for the past year and a half to refine the way emissions are measured and develop a cutting-edge emissions reporting tool for brands.
Mindshare Emissions Dashboard
The Mindshare Emissions Dashboard was created with Scope3 to report emissions of digital media activity. This is in accordance with GroupM’s carbon decarbonization methodology. Marketers can thus balance the demands of greener media with those of successful business outcomes.
The Mindshare “Report, Reduce, Remove Initiative” included the creation of the Emissions Dashboard. This sustainable step-by-step approach aims to maximize investment in greener choices throughout the media supply chain. Furthermore, it looks to minimize disruption to business requirements. Mindshare is the only organization in the sector dedicated to the Science Based Targets initiative (SBTi). Therefore, as an agency, it must implement its reduction efforts without sacrificing effectiveness.
Carbon emissions from different media sources
A combined 7.2 million metric tons of emissions are produced annually by digital, display, and streaming advertisements, according to Scope3’s Q2 2023 State of Sustainable Advertising report. When broken down by channel, streaming contributes 3.4 million metric tons and display advertising makes up more than half (3.8 million metric tons) of the total amount worldwide.
Here’s what they said
Dhruv Menon, Director at Mindshare said,
By giving marketers a 360-degree view of the carbon impact of their digital media activity, the dashboard enables change-making conversations and discussions with advertising and publisher partners. More importantly, it will also empower media practitioners to make sustainable media buying choices with a goal of eventually reducing 50% of all digital emissions by 2030.
June Cheung, Head of JAPAC for Scope3 stated,
Scope3 emissions data pinpoints exactly where marketers can take simple, yet meaningful, actions to reduce the carbon footprint of their digital advertising. It simultaneously helps the industry more clearly see and de-fund waste across the ad ecosystem. This type of industry-wide change is only possible if marketers have the tools that allow them to make informed decisions. By being able to access emissions data directly alongside campaign data, like the Mindshare Emissions Dashboard, sustainability is no longer an afterthought, it becomes a valuable lever for improving campaigns.