ExchangeWire PressBox | August 12, 2021
Good-Loop Launches Free Tool That Enables Advertisers To Measure Carbon Impact Of Digital Campaigns
Purpose-powered ad platform Good-Loop has launched a free tool that allows advertisers to measure the environmental impact of their digital ad campaigns.
Good-Loop’s carbon calculator enables brands and media agencies to calculate the carbon footprint of their online ads, helping to limit CO2 emissions across the industry.
Digital advertising is a major contributor to carbon emissions around the globe. The internet (including our gadgets and the systems used to support them) has a larger carbon footprint than the airline industry, with online video and display ads generating the most emissions per £1 of media spend (source: Essence). The UK ad industry last year launched Ad Net Zero, an initiative backed by the Advertising Association (AA), along with the Institute of Practitioners in Advertising IPA, and the Incorporated Society of British Advertisers (ISBA) to make Adland carbon neutral by 2030.
Seven-in-ten people working in the UK ad industry (71%) are worried about the negative impact the industry has on the environment (source: Ad Net Zero), while 80% of UK consumers agree that ‘companies should be doing more to be sustainable’ (source: Kantar).
Good-Loop, whose programmatic technology enables consumers to donate to their favourite good causes by watching ads, launched its calculator to give advertisers a better understanding of the environmental impact of their digital media campaigns and suggest ways they can minimise emissions.
The calculator is just one part of Good-Loop’s proposed four-point action plan to make the media side of digital advertising carbon positive by 2030. These are:
1. Measure: Advertisers need to benchmark the environmental impact of their digital ad campaigns
For example, protecting 1 acre of mature rainforest will absorb 2.5 tonnes each year. An average Good-Loop campaign costs £1.54 to offset – a tiny fraction of the total campaign cost.
2. Reduce: Making simple changes to the media buy have a huge impact. Here are some changes advertisers can make to their media plans that can reduce the carbon cost of an ad campaign:
Supporting carbon-conscious publishers.
Buying on Accelerated Mobile Pages (AMP), which strip out unnecessary code and file weight.
Using compressed files based on device type.
Caching and using a Content Delivery Network (CDN).
3. Positive: Make media plans carbon positive by using ad formats that reward consumer attention with donations to sustainable causes
Williams added: “We’re at the tipping point. At the current rate of emissions, within the next 20 years we’ll reach the point where we’ll start to experience catastrophic climate change all around the globe and the planet will become increasingly uninhabitable. As an industry, we need to do all we can to halt this disastrous rise in temperatures by adopting advertising practices that are good for the planet.”
“We’re starting to see action across the industry – but we do need to do more. We need to make sure commitments to make advertising more sustainable are not just more hot air.”
Simpli.fi | February 02, 2022
Simpli.fi, the advertising automation platform for agencies, brands, and media companies, today announced a partnership with Social Display advertising pioneer, Spaceback. The new offering allows advertisers to automatically convert social media content into programmatic display ads.
Simpli.fi's strategic partnership with Spaceback empowers any Simpli.fi client with a social media presence to translate social media posts instantly into production-ready creative assets that are pre-configured for immediate activation on the Simpli.fi platform. The new offering automatically generates authentic recreations of a brand's social media posts into the six most popular banner ad sizes, including in-banner video, giving the appearance of native social posts.
"We are excited to partner with Spaceback to provide our clients an automated solution for developing display creative from high impact social assets," said Ryan Horn, SVP of Marketing at Simpli.fi. "Driving performance and efficiencies are key areas of focus for Simpli.fi and this partnership will expand our capabilities in both areas."
Additionally, Social Display with Spaceback supports all major social media platforms including Facebook, Instagram, TikTok, Twitter, LinkedIn, and Pinterest. Reactions such as likes and comments on the original post update in real-time on the corresponding display ads. The fully automated process will track advanced engagement metrics and enable Simpli.fi's clients to boost performance and efficiency.
By combining Spaceback's Social Display creative solution with Simpli.fi's audience-first display solutions, brands can efficiently leverage the power of social media experiences across the open web. The result is a display experience consumers love that is always up-to-date with authentic social content that drives real ROI for marketers."
Mark Dinets, Partnerships Director at Spaceback.
Simpli.fi is a leading provider of workflow software and programmatic advertising solutions, serving over 1,500 agencies, advertisers, and media buying organizations. Our solutions enable our customers to perform more effectively and efficiently, and maximize ROI on their advertising spend across CTV, mobile, display, and other media types. Our platform delivers performance on budgets of all sizes, executing over 100,000 campaigns for 25,000 advertisers in a typical month. Simpli.fi's investors include leading private equity firms Blackstone and GTCR.
Spaceback's automated creative platform connects the power of social media to the billions of daily advertising opportunities outside of the walled-gardens. Digital Marketers use Spaceback to authentically recreate social media experiences across the open web. Social Display ads leverage the power of social media to engage audiences and generate superior performance compared to standard banner ads.
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Nielsen | May 23, 2022
Nielsen's monthly total TV viewing snapshot, The Guage, reported April as another month of high records for streaming. Streaming captured 30.4% of full TV viewing and surpassed its previous record of 29.7% set in March 2022. While overall TV viewership fell by 2.1% in March, streaming volume remained nearly unchanged, helping to boost its share by over 0.6%.
Even though Netflix said it lost 200,000 subscribers in the first quarter, which sent its shares into a tailspin, its share price stayed at 6.6%. YouTube had a 6.1 %, which is up from a 6.0 %. Hulu had a 3.3 %, which stayed the same. Amazon Prime Video had a 2.5 %, up from 2.3%, and Disney Plus had a 1.7 %, which is down from 1.8 %. Other streamers had 9.2% of the market, less than the 9.8% they had before.
Nielsen said that a significant drop in sports viewing and the end of seasons and series of dramas hurt the share of broadcast. With the NBA playoffs and the final games of the Final Four, people were watching sports on cable. However, 16.9% fewer people watched cable news.
The Gauge also showed that HBO Max reached a 1% share of streaming for the first time. This achievement allowed it to move out of the "Other Streaming" category and join other streaming services that have already passed the 1% share mark. The "Other Streaming" category, which includes all high-bandwidth video streaming on TV that isn't broken out separately, has grown by more than two share points since The Gauge was first released in May 2021. According to Nielsen's State of Play report, this category's steady growth shows that audiences are becoming more interested in the growing number of streaming platforms.
The Gauge, the monthly total TV viewing snapshot from Nielsen - April 2022