Together with Ad Net Zero, the Global Alliance for Responsible Media (GARM) launched the world’s first guide to sustainable media for advertisers, The GARM Sustainability: Action Guide to Reduce Media Greenhouse Gas Emissions.
The guide identifies 10 areas across planning, buying and activation where advertisers can take action right now to reduce the direct carbon emissions of their advertising activity.
This guide consolidates current best practice on media sustainability and has been collated by the GARM Sustainability Steer Team, which brings together brands and industry bodies such as Diageo, Unilever, Procter & Gamble, Mars, L'Oréal, Reckitt, Mastercard, 4A’s, Ad Net Zero, ANA, ISBA, WFA and the Responsible Marketing Agency. Agency holding companies, publishers and data & technology providers have also played a key part in creating the guide.
Key areas where advertisers can take action are split into four different areas, ranging from supplier selection to optimizing creative and media planning and buying.
Among the detailed suggests are ways to reduce duplication in programmatic actions and infrastructure, create a supplier ‘greenlist’, maximising value from existing creative and compressing digital ad formats to reduce the energy needed to play them.
ANZA Members can download The GARM Sustainability: Action Guide to Reduce Media Greenhouse Gas Emissions below.