climate opportunity for digital media

A climate opportunity for digital media advertising platforms

51-0 are experts in digital media and can help digital advertising platforms to make a positive difference

There is a lot of pressure on digital media owners and advertising platforms to become net zero and provide climate friendly solutions to advertisers. But the digital media supply chain is complex and there is scarce know how on how to achieve climate transformation in digital. Read on to find out how digital publishers and advertising platforms can do this.

Every time we send an email, post a photo or read a blog post we produce a tiny amount of carbon. Today the internet produces 4% of global emissions, twice as much as the airlines industry!

The NEED

This has created a chain reaction in the marketing industry:

Advertisers are increasingly aware that digital media carries a significant portion of their Scope 3 emissions and many want to understand how they can reduce marketing related emissions
Media agencies are promising advertisers help to achieve net zero in media by working only with media owners and platforms that meet certain climate standards and by Shifting budgets towards low impact media products
Digital media owners and advertising platforms that show a strong climate commitment have the opportunity to win more advertising budget by:
- proving that they are a climate friendly company that will impress the media agency and the Advertisers
- bringing to market climate-related innovation faster than other media platforms or the big digital giants that they compete against
- creating a climate narrative that will attract and retain top digital talent that agencies/clients will want on their business

The BARRIERS (what is getting in the way of success?)

Awareness – many digital advertising platforms are not yet awareness about the impact of digital media on climate
Expertise – most players in the value chain don’t have a head of ESG/Sustainability/climate
Corporate data – many platforms have never measured their footprint before
Product data – Calculating the footprint of a digital ad placement is very hard because of the many players involved in delivering an ad from a brand to a consumer, as famously shown in the lumascapes
Recognition – no clear, recognised and easy way to show their climate commitment

Our SOLUTION

The 51toCarbonZero platform offers digital advertising players an easy way to measure their carbon footprint, set net zero targets, build credible plans, track progress, manage program governance and get a recognised Kitemark, even if they don’t have an internal sustainability team.

In particular, we remove each of the barriers to success as per below:

Awareness – the platform comes with several customisable dashboards that we can use to bring climate to life
Expertise – with the platform subscription, we also provide an Environmental Consultant, so digital players don’t need a large/any internal sustainability team
Corporate data – the platform captures data from source systems and the process is quick, even if the company has never done it before
Product data – we can also measure the impact of each ad placement, if a client wants to, thanks to partnerhsips with specialists like Scope3.com
Recognition – we can provide recommendations for kitemarks, or provide our own 51-0 kitemark

Our DIFFERENCE

Core team in 51-0 has strong media industry expertise to ensure each deliverable adds value to the business
Super-slick onboarding requiring little resource effort required from the client
Environmental consultant acts as the media owners/ platform / agencies outsourced sustainability team, if they don’t have one
End-to-end – thanks to the extent of our data partnerships, we can measure both the carbon of the company and each single ad impression

Contact: Richard Davis (ex global Chief of business strategy, transformation and sustainability for Dentsu Media) @ richard.davis@51tocarbonzero.com