If you can't measure it
Much is being discussed with regard measuring emissions across our industry, from the paper used in newspapers to supply-path-optimization to having an assigned LSO (light-switching-off officer) - just about everyone is discussing measurement.
The fundamental tenet was best captured by management guru, Peter Drucker, when he posited “if you can’t measure it, you can’t manage it” and unless you’ve lived in a cave the past year you will be more than aware we are now an industry of measurement - Reach, Frequency, Attention, Recall, Affinity, Outcomes, and Emissions too now joins the list.
As a technology provider for streamed advertising & content solutions we too were measured - we worked with Doconomy to measure and validate that reduced data meant reduced greenhouse gas emissions, and we worked with Lumen to measure Attention generated through SeenThis technology, because we know if we haven’t been measured how can we expect anyone to manage what they do with us, and also manage their own internal stakeholders when proposing to use our technology.
Measuring & Managing go Hand & Glove.
With the Emissions Dashboards, we have taken measuring-to-manage one step further - our clients are able to track, measure, analyse, and report on the data transferred from all campaigns using our technology to deliver ads & content to consumer’s devices.
The dashboard measurements provide high-utility as enables granular measurement of the impact of advertising and provides empirical data for comparative modelling to enable clients to make informed decisions about their carbon cost-of-outcome - multiple campaigns can be aggregated to show a brand aggregated data, and the buyer/agency can now understand & report their own multi-client carbon footprint of creative delivery and importantly can use this measurement to inform regulators, shareholders, and stakeholders of their delivery of EU-mandated regulatory Corporate Sustainability Reporting requirements.
Generally we see clients measuring data reductions of up to 40% against other download-type ad delivery - we are constantly working to improve our technology, and have recently launched "segment-by-segment optimization", through which we optimise each segment (2-4 seconds of ad play) during the video's timeline for the data needed to reach the best quality that can be perceived by the human eye.
For most creatives, we've been able to further reduce data transfer by 30% compared to our previous technology – some videos see reductions of up to 70% and some file sizes are smaller than many static images. This is something our clients have found super valuable as these certainly are let’s-shout-about-this level results.
If you are in the business of delivering ads which demand Attention, Performance, Utility, which create a lesser-CO2e footprint I do think we have some common ground and would love to show you what you can do, how you can measure it, and the value of managing your CO2e-lowering strategies & initiatives.
VP EMEA & APAC
May 31, 2023