New Playbook: Make Advertising Carbon Efficient—Without Sacrificing Campaign Performance
We thought the new playbook from our friends at Ad Net Zero would be of interest to ANZA members.
Leading brands are optimising their carbon emissions while improving campaign results—discover the simple changes you can adopt today.
What if your brand could cut emissions and get more from every media dollar?
Research shows that 15% of brand ad spend is wasted on low-performing, high-carbon websites. That’s not just an environmental cost—it’s a commercial one.
The newly launched Advertiser’s Guide to Carbon Efficiency from Ad Net Zero Aotearoa outlines 10 low-barrier actions you can take now to decarbonise your advertising while improving campaign efficiency, strengthening supplier relationships, and engaging your customer.
The results speak for themselves:
Case studies from leading Brands who prioritised high-quality ad placements cut carbon by 29%, boosted click-through rates by 52%, and lowered both eCPM (–3.5%) and CPA (–2.6%)
A leading beauty brand cut emissions by 17% from one of their campaigns simply by compressing video assets and serving ads over Wi-Fi—with no loss in engagement
Desperados (Heineken) achieved a 29% emissions reduction using similar tactics—again with no performance dip
This guide demonstrates that brands who optimise their advertising can not only cut emissions—but reduce costs and improve performance. Inside you’ll find:
Real-world case studies from Heineken and One NZ
Tools and templates to get started fast
Leading research designed to optimise efforts
Start by piloting just one initiative. Work with Ad Net Zero to share your wins. Ad Net Zero are here to support your journey to smarter, more sustainable advertising.