Sustainability has been gaining traction in the advertising industry, but with rising media costs, energy costs, and muted economic prospects now front of mind for European marketers, how is the push for sustainable advertising being affected?
FreeWheel collaborated with CoLab Media Consulting, the independent media research firm, to capture marketers’ current perspectives on sustainability. Between 18 July and 22 July 2022, CoLab surveyed 500 marketing decision-makers and influencers in the UK, France, Germany, Italy, and Spain (EU5) to:
- Uncover the sustainable ambitions of advertiser and agency respondents
- Identify marketers’ environmental priorities
- Gain insight into expectations and opportunities for the ad industry to become greener
According to the findings, marketers are taking a more pragmatic approach to sustainability that may be tempered but not overshadowed by current economic pressures.
Sustainability Is Still On the Business Agenda
Almost two-thirds (63%) of marketers surveyed consider sustainability to be important to their business, with 59% of agencies and 66% of advertisers holding this view. Notably, 85% of respondents shared they have either affirmed target dates for their business to become carbon neutral, or consider themselves to be carbon neutral already. The most targeted date by marketer participants is 2030 (37%), suggesting that more than one-third of those surveyed aim to be carbon neutral within ten years.
IMPORTANCE OF THE IMPACT OF SUSTAINABLE ADVERTISING FOR MY BUSINESS
Source: EU5 (UK, France, Italy, Germany, Spain) – Colab Media Consulting for AudienceXpress, 2023 Advanced TV Uncovered, 500 respondents, July 18-22, 2022
The Top Environmental Goals for 2023
Confirming targets for reductions of CO2 emissions during product and service creation is now top of marketers’ environmental priority lists, according to 46% of respondents.
Equally as important to the marketers surveyed is joining market green standards and supporting environmental initiatives (46%). There is a drive to embed sustainability into advertising best practices and take meaningful actions against the ongoing climate crisis. This is further evidenced by respondents’ third priority of quantifying the carbon footprint of marketing efforts and building a clearer view of their environmental consequences (44%). The future of sustainable advertising will be guided by data, just as media campaigns are.
TOP 3 ENVIRONMENTAL PRIORITIES FOR MARKETERS
Source: EU5 (UK, France, Italy, Germany, Spain) – Colab Media Consulting for AudienceXpress, 2023 Advanced TV Uncovered, 500 respondents, July 18-22, 2022
The Importance of Green Measurement Extends to Media Planning
Transparency and demonstrable results are now seen as integral to making the advertising industry more sustainable, as marketers look for the ability to measure environmental outcomes. Two-thirds (65%) of respondents want publishers to offer “green insights” as part of their campaign reporting, presenting sellers with an opportunity to expand their offering and hone their competitive edge.
The ad tech ecosystem must also take on the responsibility of making campaign CO2 emissions more visible to marketers, with 55% of survey respondents expecting this from their providers. Interestingly, advertisers (60%) are more likely to scrutinise their ad tech partners than agencies (49%). In addition, 55% of marketers surveyed agreed that publishers’ green credentials are important in media planning.
ENVIRONMENTAL CONSIDERATIONS IN MEDIA PLANNING
Source: EU5 (UK, France, Italy, Germany, Spain) – Colab Media Consulting for AudienceXpress, 2023 Advanced TV Uncovered, 500 respondents, July 18-22, 2022
“More than half (56%) of the marketers surveyed believe the advertising industry is making progress towards realising its sustainable vision, but likewise believe there is more it can do.” commented Virginie Dremeaux, Vice President of Marketing and Communications, International at FreeWheel. “The current trajectory is positive, but it is vital the advertising ecosystem does not lose sight of its green goals. Sustainability has the potential to be a uniting force that drives deeper collaboration, innovates measurement tools, and builds stronger relationships between buyers and sellers. Our survey findings imply that while marketers are understandably focused on other business concerns, there is a results-driven approach to sustainability emerging.”
