In order to better understand marketers’ perceptions of the impact digital advertising has on the environment and the actions being taken to reduce emissions, Good-Loop has surveyed digital marketers in the US and UK
Online advertising has a carbon problem. As the digital ad ecosystem has become more complex and fragmented – fuelled primarily by the energy required to support the rise in programmatic advertising – the negative impact it has on the environment has also increased.
Good-Loop has surveyed over 400 digital marketers in the UK and US in order to understand how brands and agencies are tackling the problem, the challenges faced and plans for future action. Key findings include:
- 90% of UK marketers believe the digital advertising industry has a responsibility to reduce carbon emissions
- 71% of UK marketers are currently tracking 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 agency marketers in the UK and 61% of UK brand marketers believe “sustainability is more important than the cost of media”
- 70% of UK agency marketers and more than half (63%) of brand marketers believe there are not enough education/training programmes on sustainable media
- 38% say their organisation plans to reach Net Zero in digital advertising at some point in the future, but only 15% have been set targets
Posted on: Wednesday 26 October 2022
