The media sector recently took a big step forward on the path to a more sustainable environment with the launch of the Global Media Sustainability Framework.
Now in the sole owner of Ad Net Zero after the closure of GARM following the rule of the owner X Elon Musk, the plan is to fulfill what has been more than a year of close cooperation from sectors throughout the industry.
Here at Impact Plus, we are happy to participate in the creation of the first version of the new platform and continue discussions on its development. Launched at this year’s Cannes Lions, it aims to shape the way advertisers, publishers and agencies assess greenhouse gas (GHG) emissions. develop their advertising campaigns.
Although it is only the first step, the new framework, which has attracted public support in Adland, has an important role in providing a common language and funds for the industry to back up in its mission to manage the online publication of many carbon footprints.
But at 67 thick pages long, including everything from standards, methods and best practices, you can be forgiven if you haven’t had the chance to read the new document from cover to cover. the present time. But, since Ad Net Zero has taken sole control after the dissolution of GARM in August, this is the best opportunity to introduce it.
To help save you time, we’ve put together five important things you should know about the new platform and how it can help you work with the right continuity platform:
The original article was published on the Impact Plus blog.
1. Don’t you think it affects you? Think again
It’s easy to think that the new framework doesn’t really affect you, it’s something that someone who “stays” in their job cares about. Also, there are a lot of settings out there and that’s just a suggestion, right?
But this new framework seems to change everything. Although French business associations and private companies have been largely responsible for their development in the past, this new framework is the result of industrial cooperation between 120 institutions, in 42 markets. Just to give you a sense of the numbers we are talking about, the process includes 53 markets, six media holding companies, 31 publishers, 27 business organizations and 23 publishers continuous solutions, working together in a series of six working groups.
Some big players also participated. Companies and organizations involved in the promotion include the WFA, the ANA, Diageo, Dentsu, Google, GroupM, Havas, IAB, IAB Europe, L’Oreal, Omnicom, Publicis Groupe, Mastercard, Meta, and Impact Plus, of course — to name just a few.
So, with the wide acceptance, global reach and the fact that it will cover all the advertising channels in the future, it means that even if you work on the advertising side, media side, or any company in between, this new platform. it will have an effect on the way you work.
2. But don’t worry
Although we say that the new framework changes everything, you have nothing to worry about, no matter what stage you are in your continuous journey.
For those of you who haven’t started, it’s a great place to start your sustainability journey. The framework makes it easy to continue to choose customers, with the support of Ad Net Zero that provides a regular income when searching. Communication and interaction between customers. So, any decision you make about which vendors to use will focus on how well their solutions meet your needs rather than taking the time to see how their models differ from each other.
Now, for those who have already given different strategies about measuring, marking and reducing your ads, it is not a big change from what was done before and it should be easy to use the new platform. behind.
This is because, although important, the new framework is not a departure from the work done before. It created and tested the first standards (especially for Digital, Alliance Digitale’s SRI methodology, and OneFrame for other channels) and made following many contributions from the free market leader of GHG. It is also consistent with IPCC and GHG Protocol approaches used elsewhere.
There is also a lot of help out there – starting with choosing the right foundation and continuing to help guide you through the process.
3. A continuous journey in green advertising
Another important point to make about the new framework is that it is only the first step in a larger journey.
There is still a lot of work to be done and the framework will continue to evolve as the industry strives for more accurate evaluations of emissions.
Below is a chart that outlines the steps that are planned to be taken in future versions:
This is because, although many media channels and their examples are already included in the framework, some basic information is not possible, to be used when good information is not available, it is missing. This means that everyone who implements the framework must always work using their own ideas. .
Until we find it, using the different methods available in the market continues to be a challenge. That is why it is a main focus for the current Wave (2), listed as ‘Emissions Data Hacks’.
Having a unified framework not only helps in applying these standards, it also opens the door to allow the industry to push to solve how to find missing data and provide better estimates.
Because of this constant change of framework and data adjustments, working with a dedicated integration framework is critical in helping you stay ahead of the curve when changes are made. Impact Plus will keep up with all the changes on our blog.
4. Frameworks aren’t too hard to understand – especially if you’re working with a regular partner
While the report can be overwhelming at 67 pages long, each filled with a lot of discussion about ‘issues’, ‘methods to trigger’, ‘materiality’ and ‘data analysis’, each channel is they have their own basic principles that are easy to follow. Especially if you focus on the two areas you need, they are written in a lot of plain language.
Each of these bridge frameworks describes the following:
- A workflow that shows the different stages of a media’s life cycle, from production to consumption;
- A table that defines the functional units, input data required and the formula to combine those elements into a calculation of the start
For example, below is a chart that looks specifically at the workflow (A) for the Digital channel.
As you can see, it includes different steps in the journey of an ad and presenting an image.
Now, the image below shows a snippet of the panel (B) looking closely at the Distribution section. In it, you can see from the ‘Ad Space Selection’ step that there is a small step called Real-time Bidding (RTB) that generates bids through the servers that use the ad.
The trigger rate is a measure of the number of impressions, the number of channels/requests made, and the estimated time required. Finally, there is a formula to calculate the discharge from this step. This is repeated to explain all the steps and sub-steps from each part in the work sequence to obtain the seals.
This is an important step towards greater transparency, helping everyone to understand and use the same language to discuss different methods, information and systems. steps to determine the filter. However, in practice it can be difficult to implement.
With the act of combining different methods, frameworks, types of creativity, types of communication, media selection systems and others, it quickly becomes a complex process to take care of yourself, and does not include information, information or reduction checking and testing often go hand in hand with this critical environmental information to make it work.
For that reason, we recommend working with a vendor(s) to ensure correct performance, and future maintenance. If you have your own software and information systems, it’s often possible to integrate data directly from these tools to power your own reports and processes. nice
5. There are things you can do now
So, you know these important changes happening in the industry, what are you going to do about it?
There is a lot of frustration in the industry because of the lack of action in Adland to solve the advertising problems. But instead of waiting, there are things you can do now to help. After the launch of the new platform, there’s never been a better time to get started, especially if you’re not already with a partner. right measure.
To help, we’ve put together some useful reading links for you to explore.
The first thing we recommend you study is this guide, a faster way to familiarize yourself with the new guidelines. The 10-point guide includes the following sections:
- Choose the right sustainable products and infrastructure
- Designing creative assets for social media
- Sustainable media planning and marketing
Of course, if you want to delve directly into the report itself, you can read it here.
If you have any questions about the framework, or questions about continuing digital marketing in general, we recommend contacting your continuing care partner. , or reach out to us here.
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