In a world where the conscious consumer is demanding more sustainable practices from brands, the challenge lies in not just making claims, but in proving genuine commitment to sustainability. Google’s recent research indicates that a majority of shoppers actively seek out “eco-friendly” brands, but there’s a prevailing skepticism about the authenticity of these claims. However, this skepticism can actually drive brands to take real, measurable actions.
1. Enhancing User Experience through Sustainability: Beyond the visual elements of digital ads, numerous tracking tools and code snippets contribute to network traffic and can adversely impact user experience. Inefficient set-ups lead to higher CPU usage and, consequently, a subpar user experience. Brighter creative assets demand more energy for display.
Google recently highlighted a success story of eyewear brand Arnette, partnering with Google to introduce a dark-mode browsing option, underscores this principle. The move led to a lower digital carbon footprint and a 32% higher conversion rate for site visitors, demonstrating that sustainability and user experience can indeed go hand in hand.
2. Energy-Efficient Bids for Performance: Publishers have taken significant steps to make their digital platforms more sustainable. This extends to advertising infrastructure, where efficiency benefits both performance and sustainability. By leveraging tools like Display & Video 360’s Custom Bidding option, can achieve a decrease in cost per conversion and an estimated 13% reduction in emissions.
3. Maximising Asset Reuse for Sustainability: Creating assets for ad campaigns incurs a carbon footprint, making it essential to plan ahead and optimise. By evaluating existing assets for reuse and considering sustainable practices. Asset reuse, including the use of AI-powered tools like the trim video tool in Google Ads, is another effective strategy. Such tools help extract the essence of successful campaigns, minimising waste and maximising impact.
Conclusion: Paving the Way for Sustainable Advertising In an era where climate action is imperative, brands have the unique opportunity to drive meaningful change. By adopting strategies that enhance user experience, prioritise energy-efficient bids, and maximise asset reuse, brands can demonstrate their commitment to sustainability while also achieving tangible performance gains. The emergence of initiatives like Ad Net Zero further exemplifies the industry’s collective dedication to reducing carbon emissions. As digital advertising evolves, sustainability must remain at the forefront of innovation, fostering a more responsible advertising landscape.
Sources:
Ad Net Zero: https://adnetzero.com/
Google: https://www.thinkwithgoogle.com/future-of-marketing/digital-transformation/digital-carbon-footprint/
