Marketing Report
[Marketing Week] Bob Koigi: Making a case for carbon neutral advertising column

[Marketing Week] Bob Koigi: Making a case for carbon neutral advertising

As companies target ways to minimize their carbon footprints and achieve climate goals and commitments, global programmatic brands and agencies are working on carbon neutral advertising campaigns.

Global programmatic media partner MiQ has been partnering with brands to this end.

The new offering, delivers the ability to measure, report, reduce, and offset carbon emissions across the supply chain, helping customers make carbon-aware decisions regarding their digital advertising spend. To date, MiQ has measured the carbon emissions of more than 300 million ad impressions using Scope3's data platform.

This comes as, the marketplace provider for buying and selling out-of-home (OOH) advertising, announced it had partnered with Evertreen, the only platform that allows users worldwide to plant real trees online and track them via satellite, to establish a forest of more than 10,000 trees a year in Madagascar.

The campaign is to help reduce the carbon footprint of real-world advertising as accelerates industry growth by making it easier to buy and sell out-of-home ads, whether that’s static or digital billboards, wall murals, bus and airport signs, and more.

Still on advertising, Havas Media Group has become the first agency to offer the Institute of Advertising Ethics’ (IAE) Certified Ethical Advertising Executive (CEAE) course to staff and clients globally at no cost.

The CEAE Certification, developed by IAE in collaboration with the faculties of the University of Creighton Business School and the University of Texas at Austin, is the first and only ethics certification for the advertising and communications industry.

And advertisers and agencies can now access the Cooler Screens in-store retail digital media platform programmatically. Cooler Screens, which is creating the world's largest in-store digital media, marketing, and merchandising platform, is partnering with Place Exchange, a programmatic technology platform, to reach consumers more effectively at their moment of truth.

On the mergers and acquisitions beat, 3Q Digital, the disruptive growth marketing agency for brands like Skechers, Titleist, Pandora and Uniqlo, has entered into a definitive agreement to combine with global digital agency DEPT. 3Q Digital’s team of 500 US-based experts will join the agency to deliver best-in-class data and engineering, creative automation, and personalisation at a global scale.

Publicis Groupe has acquired Profitero, a SaaS global ecommerce intelligence platform helping brands accelerate commerce sales and profitability.
Profitero’s solutions provide actionable insights and product visibility to more than 4,000 brands and 70 million products on more than 700 retailer websites, in over 50 countries every day.

Elsewhere, Carlsberg brand is launching a new global campaign featuring Mads Mikkelsen to show that there’s more to Carlsberg than meets the eye.
For the first time, the brand tells the story about the contributions of the Carlsberg Foundations – one of the world’s oldest industrial foundations.

Carlsberg’s new campaign continues the brand’s journey towards substantiating why it is probably the best beer in the world. By showcasing stories from the Carlsberg Foundations, it brings to life the brand’s belief that by ‘making a better beer, we can make a better world’.

Finally, Seventy five percent of podcast listeners were happy with the purchase they had made from podcast ads, a study from Voices has shown.
The study used survey data from 1,002 podcast listeners in the U.S. Respondents ranged from 18 to 69 years old with an average age of 31. Fifty four percent of respondents identified as male, while 46% identified as female.

YouTube (58%), Spotify (54%) and Apple Podcasts (41%) were the top 3 preferred platforms for podcasts, while Audible (15%), Spotify (21%) and Sticher (21%) were the platforms that had the lowest percentage of listeners annoyed by ads.

Bob Koigi is an editor at Marketing Report EU