Pushing Digital Advertising Into Its Sustainable Era, By Noor Taffish
Our advertising world has undergone a dramatic transformation in the past decade, resulting in a shift from traditional media to a more expansive presence in the digital realm.
In the past, advertising was predominantly confined to traditional media such as print magazines, where marketers sought to engage consumers within the pages of editorial content and entice them with sample products. However, the last decade has witnessed a significant shift in advertising, with advertising expanding across a wide range of digital platforms, even as print publications migrate to online formats in pursuit of cost-effective and trackable advertising solutions.
While this shift from print to digital media has been a significant contributor to environmental sustainability by reducing paper and print waste, the environmental impact of digital advertising cannot be overlooked. The very revolution that aimed to save trees has inadvertently initiated new environmental challenges. The impact of an advertising campaign has been compared to the environmental strain of producing ‘323 tons of carbon dioxide, or the equivalent of 160 round-trip flights between Paris and New York’.
In Today’s rapidly evolving world, particularly within the Middle East, there is an evident increase in environmental awareness. This is very pronounced in the United Arab Emirates, where through a series of ambitious initiatives, it aims to reduce its emissions to less than 100 kilowatt-hours as part of the visionary Green Agenda 2030. Furthermore, the hosting of COP 27 and 28 in the region, with venues in Egypt and the UAE, has highlighted environmental issues, signaling a greater focus on sustainability across the region.
Consumers are awakening to a heightened sense of environmental consciousness, enabling brands to be more accountable in their messaging and to actively seek ways to reduce carbon emissions. This increasing awareness stresses on a growing desire for brands to demonstrate a commitment to environmental responsibility.
Yet, it’s crucial to consider: How can a short-lived video or banner ad, served to an audience for a mere matter of seconds, truly exert this impact on our environment? The answer lies in the complex process that unfolds from the ad conceptualization to the ad coming to life and throughout the various stages in between. We see that every facet of the advertising process contributes to its environmental footprint that is encompassed by:
- Emissions that are produced in the ad production phase along with content distribution where creating irrelevant content generates immense visual pollution in the digital ecosystem and, in addition, generates a significant carbon footprint due to the energy consumption of all the machines involved in its production, storage, and dissemination.
- The impact of ad servers and cloud computing on selecting and pushing the ads.
- The data collection when the campaign launches, along device energy usage and the electricity consumption by data centers. Data centers, where web pages are stored and hosted, represent the most powerful consumers in the field of information technology. The energy requirements of data centers are massive, as they are tasked with powering servers around the world non-stop, every day of the year.
There are various angles to tackle the carbon emissions produced by digital advertising but there are methods that advertisers can easily apply to reduce the damages. Some of these approaches are:
- Audience Targeting: Understanding your audience and defining them precisely is crucial for reducing wastage in advertising. By leveraging data analytics and market research, advertisers can identify the most relevant audience segments for their campaigns. This targeted approach minimizes the need for broad, indiscriminate advertising, thereby reducing resource wastage and environmental impact.
- Reusing Effective Creatives: Analyzing and understanding the creatives that resonate best with the target audience allows advertisers to reuse and repurpose successful content. This not only minimizes the need for continuous ad production but also contributes to a more sustainable use of creative resources.
- Compressed File Sizes: As previously mentioned, optimizing file sizes through compression for ad creatives significantly reduces the energy consumption of DSPs, SSPs, and ad servers. This practice aligns with sustainable efforts to decrease carbon emissions associated with digital advertising.
- Collaboration with Sustainable Vendors: Partnering with vendors that prioritize sustainable practices, such as using renewable energy-powered servers and implementing file compression techniques, supports the overall goal of reducing the environmental impact of ad serving and processing.
- Delivery on Wi-Fi Connected Devices: Prioritizing the delivery of ad campaigns on Wi-Fi connected devices rather than through mobile data can lead to substantial reductions in emissions. This practice aligns with the broader industry trend toward more sustainable and energy-efficient digital advertising delivery methods.
In the light of this, while digital advertising offers unparalleled reach and engagement, it is the industry’s responsibility to address its impact in a manner that is both effective and environmentally cautious. From the selection of energy-efficient servers to the optimization of file sizes, there exists a variety of strategies that can reduce the environmental burden of digital advertising. As a final thought, will we act now by advocating for sustainable advertising or will we stay short sighted and focused only on delivering results?