Rob Allott’s Post

The Conscious Advertising Network (CAN), recently commissioned research to gauge public perception of climate change, including testing climate disinformation myths, and understanding consumer expectations towards brands when it comes to sustainability. The results paint a complex and nuanced picture of public perceptions of climate change in the UK.  The are a range of findings to review but the one that stood out was the message for business: aligning with climate science and distancing themselves from disinformation is not only an ethical imperative but also a strategic necessity. Consumers are increasingly demanding transparency and accountability from brands, and those that fail to meet these expectations risk losing consumer trust and market share. By prioritising accurate and responsible communication about climate change, businesses can contribute to a more informed and engaged public discourse, while also safeguarding their own long-term profitability. We need to breakdown the taboo of businesses leveraging sustainability to drive their commercial interests - providing it is done in a way that is aligned to the latest climate science and communicated in a way that is transparent and accurate - then it should be actively encouraged. We need urgent action at scale and speed - enabling and empowering businesses is key if we are to do this. #Climate #Sustainability #NetZero

On World Environment Day this is welcome news - it may feel like an empty gesture and some will believe that it won't lead to real change but it will help to educate people on greener alternatives. The advertising space these companies currently occupy will be replaced with greener messaging. It still feels as though this is the start of a movement which should already be in full flow! #climatechange #worldenvironmentday #greenenergy

It is up to #marketers to make a sustainable world a reality. #Marketers and their agencies must take a lead on the climate emergency – not just for moral reasons – but for financial ones too. A fascinating opinion piece that we really wanted to share with you all today. If you have a few spare minutes we highly encourage you to visit the #MarketingWeek website to check out the rest of the #article:

From Las Vegas to Sydney, people all over the world are celebrating Earth Day, and taking the time to focus on how we can work together to protect our planet. At Aristocrat, we’re looking to take action to decarbonise our business. Last November, we submitted our proposed emission reduction targets to Science Based Targets Initiative (SBTi) consistent with the requirements of the Paris Agreement. Our commitment is to achieve net zero greenhouse gas emissions across our value chain by 2050 to help minimise global warming and its impacts. Read more about our climate strategy in our FY23 Sustainability Disclosures and stay tuned as we announce future abatement efforts. #GoodBusinessGoodCitizen #EarthDay #Climate #Sustainability

Duration Media is proud to partner with Stephanie Hill and WildAid on their innovative US digital ad campaign: “The Environment Excuse.” The pilot campaign, which ran over three weeks with millions of impressions delivered across over 900 different sites, used Duration Media’s Sequency™ to achieve an estimated 45% reduction in the total number of bid requests observed, leading to a corresponding 45% decrease in grams of CO2 per 1,000 impressions (gCO2pm) during the ad selection process. By applying the same principles of their consumer focused messaging--to their own marketing operations--WIldAid practiced what they preached and was successful in reducing the total carbon emissions of their campaign. Are you an advertiser who cares about cutting your carbon footprint and meeting your sustainability goals? Get in touch with Duration Media to learn how. Read the full case study: https://lnkd.in/enVimvj3 https://lnkd.in/gTGRErnb #advertising #sustainability #digitaladvertising

How do we bridge the gap between climate ambition and action? What does it take to lead on climate now? 💡 We address these in a groundbreaking case study, 'Advertising's Evolutionary Moment: Turning Climate Ambition into Impact.' This is a blueprint for future-proofing your business and ensuring a climate-safe future, created in collaboration between Purpose Disruptors, OLIVER and M&C Saatchi UK, which was launched at New York Climate Week. The study shows how agencies can shift from driving unsustainable consumption to promoting values and lifestyles that support long-term stability. It’s part of a broader effort by Race To Net Zero and Oxford Net Zero, who's guidance helps sectors like advertising, PR, law, accounting, and business advisory drive significant emissions reductions. We’re early adopters of this guidance, demonstrating its principles in action. It’s time to future-proof our businesses and promote sustainable practices. Change is both possible and happening. 📥 Download the case study here: https://lnkd.in/eARagJHF 📖 Explore the Race to Zero guidance here: https://lnkd.in/dzuntnXj 📰 Read more in LBB: https://lnkd.in/e6jREpvA #ClimateAction #Sustainability #Advertising #NetZero #RaceToZero #NYClimateWeek #ServicedEmissions

This week we joined WildAid on a panel at Advertising Week New York to unveil our joint white paper, released today. The findings highlight how digital media can drive real-world change, helping educate consumers on the environmental impact of personal lifestyle changes and testing various sustainable media best practices. We learned something unexpected about click-to-play video ads in comparison to regular auto-play alternatives and were able to quantify the impact of various sustainable media tactics e.g. -Users who interacted with a click-to-play video ad unit before visiting the website were more engaged (+20% dwell time) -Streaming reduced emissions from creative data transfer by 70% and 18% overall -Choice of supply path resulted in ca. 9% reduction -In our control group, 11% of the impressions were identified as climate risk inventory and accounted for 25% of the emissions -Further inventory optimization amongst the non-climate risk inventory would have allowed for 10-25% fewer emissions with reasonable effort By educating consumers and sharing our insights with the marketing community, we aim to inspire more action toward reducing emissions and creating a sustainable future. Check out the full white paper here https://lnkd.in/gjUZiHc7 #AWNEWYORK24 #Sustainability #DigitalMedia #ClimateAction

Climate change is an undeniable challenge, and new regulations (e.g. CSRD) can feel overwhelming. But if we approach the solution one step at a time, progress is possible. We had a chance to work with with wonderful partners—WildAid, SeenThis, Hiili, Scope3, Duration Media LLC. and Turbine Advisory—on understanding our carbon footprint and exploring practical ways to mitigate its impact. TL/DR: Click-to-play video ads: Great way to identify relevant and engaged users, not as impactful as we thought it would be—at least for short 6s videos. Streaming works (-70% reduction) but is only one part of the equation. Ad selection is a big chunk and can be reduced in several ways: Supply path matters (-9%), climate risk matters (11% impressions accounted for 25% emissions), reasonable inventory optimisations could have reduced another 10-25% easily. Moreover, perhaps not every impression needs to be traded in real time via every possible demand partner out there. The shift away from third-party cookies and advancements in contextual targeting may also allow us to re-establish more direct relationships between publishers and advertisers as well as more intentional ad experiences which can be great for users too. Subtext: Sustainability can be good for business 🪴 💰 A big thank you to Stephanie Hill, James O'Connor, Ben Riley, Kristofer Ljungdahl, Joris Stevens, Niki Banerjee, Omayra Cruz, Brian Murphy, Andy Batkin, Tommy Torjesen, Steffen Svartberg, Ángel Cuevas, Rubén Cuevas Rumín, Roberta Scrofani, Ben Silverstein and Abhinav Shandilya and thanks to our friends over there at Ad Net Zero US for helping us to get the word out. Thank you John Osborn and Rachel Schnorr Full white paper available for download here: https://lnkd.in/dT9__9Uh

It would be hard to overemphasize the dire need for a wide array of sustainable solutions to put us on a path toward a livable future. This includes integrating sustainability into daily life, via ad campaigns like the one I created and oversee for WildAid US, The Environment Excuse, and ensuring that industries—advertising included—adopt sustainable business practices. Complex problems demand radical collaboration, which is exactly what we achieved with this pilot and the accompanying white paper, thanks to a dedicated group of strategic thinkers and organizations involved. I came to WildAid two and half years ago with a vision: to create a sustainable lifestyles ad campaign aimed at educating Americans about climate change while offering them accessible, cost-effective ways to live more sustainably. I built a comprehensive U.S. ad campaign and website while forging and nurturing many, many parterships to secure donated talent, donated services and of course donated media, but also bring the advertising industry, ad tech companies, and brands into the conversation to collaboratively find solutions and then share them openly so others can learn for their own sustainability journeys. I'm immensely proud of what we accomplished alongside our amazing partners: eyeo, Turbine Advisory, Hiili, SeenThis, Duration Media LLC., Scope3 and of course Ad Net Zero US. From my perspective, this pilot embodies the ethos of what we’re asking the public to do—live more sustainably—while we work hard to deliver our message in a more sustainable way. Big thanks to all of the partners who worked so hard on this pilot: eyeo, Felix Derkum, Abhinav Shandilya, Bryan Rowley, Ben Silverstein, Roberta Scrofani Turbine Advisory, James O'Connor Hiili, Tommy Torjesen, Steffen Svartberg, Ángel Cuevas, Rubén Cuevas Rumín Duration Media LLC. Andy Batkin, Brian Murphy SeenThis, Ben Riley Scope3, Brian O'Kelley, Joris Stevens Ad Net Zero US John Osborn, Rachel Schnorr @wings Kat Chertkow Jim Elms Brooks Dingman, Roman A. Slim Creative Michele Kunken, Julie Liu, Jenny Read