Sustainability strategies for more eco-conscious digital advertising

We are all striving towards sustainability, whether it's a major change like buying an electric vehicle or a less significant one like using reusable bags when shopping.

Every single action, no matter how big or small, plays a part in increasing sustainability. As per a recent study by Amazon, climate change ranks as the second-most critical concern for consumers globally.

As both companies and consumers become increasingly eco-conscious, the digital advertising industry's environmental impact cannot be ignored. It takes substantial amounts of energy to run ad campaigns because of the power required by servers, data centers, and display devices.

Therefore, it is vital to consider how we can reduce the carbon footprint of our digital advertising campaigns.

Becoming a climate-friendly brand doesn't have to be costly; in fact, it can be quite the opposite. By making minor adjustments to campaign KPIs and optimizing the digital supply path, marketers can reduce their carbon emissions while improving campaign performance.

Here are a few ways to do just that.

Focus on engagement and placement quality

These metrics provide better insights into how target consumers engage with a brand's content on specific domains. Removing impressions that receive less than 0.5 seconds of attention can reduce emissions by 53 percent while increasing the average attention time per impression by almost 40 percent. Advertisers can pull spend from publishers that provide little-to-no value and reduce their carbon footprint while cutting wasted spend.

Streamline supply paths

It is not only practical to eliminate redundant auctions for same inventory and optimize data flow, but it is also efficient to reduce the amount of computing power required to run the overall ad ecosystem. As a result, digital campaign workflows can be simplified and costs can be cut, while complying with the latest data privacy laws. Analyzing partner efficiency can help identify relationships that drive optimal performance and reduce waste.

Optimize ad load times

Another step to running a climate-neutral digital advertising campaign is optimizing ad content. This includes reducing ads size, opting for static display ads instead of rich media, using fewer images, and compressing videos. Optimized ads require less data, reducing energy consumption needed to display the campaign across devices. Optimzed ad content loads faster, provides a better user experience, and reduces the number of ads that need to be displayed. By analyzing data on ad performance, marketers can identify the most effective ads to display, further reducing the energy required to display them.

Avoid on excess intermediaries

Having too many intermediaries in the ad tech process can lead to inefficiencies and increased costs. By choosing an ad tech company like Subset that interfaces directly with DSPs and DMPs, advertisers can reduce the number of intermediaries involved. This will enable them to benefit from increased efficiency and cost savings. This also allows for a more competitive pricing structure and more direct control over advertising campaigns.

Effectiveness is eco-friendly

To achieve sustainable digital advertising, brands can take a significant step by running efficient campaigns. This involves developing a solid strategy, a carefully crafted media plan, effective channels and messaging, and utilizing appropriate technology and expertise to achieve performance metrics with minimal waste. By focusing on campaign efficiency from end-to-end, brands and agencies can not only improve the effectiveness of their campaigns, but also reduce their environmental impact and move towards a more eco-friendly approach to advertising.