ANA Releases Report in Partnership with Scope3 on How to Reduce Marketing Emissions While Driving Growth

A new report by the ANA in partnership with Scope3 explains the carbon cost of digital marketing, the solution to measuring and reducing emissions, and how Fortune 100 brands have already achieved success with those solutions.

Critically, the original data in the report supports the claim that sustainability and growth aren’t at odds. The findings highlight how limiting the waste in your marketing program can be beneficial both for business outcomes and sustainability.

Coca-Cola, GM, Kimberly Clark, Kroger, Mars, and Mondelez used three key approaches to slash their emissions. Adopting green private marketplaces (GMPs) proved to be the most effective, followed by inclusion lists, and then exclusion lists.

By incorporating sustainability into their media plans, brands reduced emissions as much as 36%. The study also revealed that 2% of media sites account for a whopping 50% of total emissions, underscoring the progress brands can make within days of measuring their emissions by optimizing away from high-emissions sites. As the brands reduced their carbon emissions, they also saw a positive impact on business outcomes. Brands were able to:

• redistribute spend to high-quality sites
• hit KPIs earlier
• avoid overextending budgets trying to reach users on bad inventory

Download the report to learn more about the scope of the problem, the available solutions, and how simple and quick actions can reduce carbon and lead to greater media efficiency.