Introducing the Emissions Scorecard
Mindshare, a media services powerhouse under GroupM and WPP, in collaboration with Scope3, the forefront sustainability platform, has launched a bespoke Emissions Scorecard. This groundbreaking tool is designed to provide clients with an unprecedented understanding of the carbon footprint associated with their digital media campaigns.
Innovative Real-Time Insights
For the first time ever, Mindshare’s clientele will have access to near real-time data regarding the carbon emissions stemming from their digital media activities. This encompasses a comprehensive view from broader spectrums like business categories, brands, countries, and publishers to finer details such as creative formats, media types, and advertising environments.
A Year of Collaboration and Precision
The past eighteen months have witnessed the dedicated efforts of both Mindshare and Scope3 teams. They have meticulously worked on refining the emission measurement techniques while simultaneously developing an industry-leading emissions reporting tool tailored for brands.
Balancing Green Media and Business Outcomes
The Mindshare Emissions Dashboard, developed in alignment with GroupM’s carbon decarbonisation methodology and in partnership with Scope3, is a testament to their commitment. This tool is pivotal in assisting marketers to strike a balance between greener media initiatives and achieving positive business results.
By giving marketers a 360-degree view of the carbon impact of their digital media activity, the dashboard enables change-making conversations and discussions with advertising and publisher partners. More importantly, it will also empower media practitioners to make sustainable media buying choices with a goal of eventually reducing 50% of all digital emissions by 2030.
Dhruv Menon, Director at Mindshare
The ‘Report, Reduce, Remove Initiative’
As part of the Mindshare ‘Report, Reduce, Remove Initiative’, the Emissions Dashboard is a strategic move towards optimizing investments in greener media choices across the supply chain. This initiative ensures minimal disruption to business needs and aligns with Mindshare’s commitment to the Science Based Targets initiative (SBTi).
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A Collaboration Driving Meaningful Change
June Cheung, Head of JAPAC for Scope3, remarked on the collaboration with Mindshare in creating the Emissions Scorecard as a significant stride in utilizing Scope3’s emissions data to foster substantial industry change.
Scope3 emissions data pinpoints exactly where marketers can take simple, yet meaningful, actions to reduce the carbon footprint of their digital advertising. It simultaneously helps the industry more clearly see and de-fund waste across the ad ecosystem. This type of industry-wide change is only possible if marketers have the tools that allow them to make informed decisions. By being able to access emissions data directly alongside campaign data, like the Mindshare Emissions Dashboard, sustainability is no longer an afterthought, it becomes a valuable lever for improving campaigns.
June Cheung
The State of Sustainable Advertising Report
Scope3’s Q2 2023 State of Sustainable Advertising report reveals that digital display and streaming ads collectively emit 7.2M metric tons of emissions annually. With display advertising and streaming contributing 3.8 million and 3.4 million metric tons respectively, Mindshare, as one of the world’s largest media investment agencies, is taking significant steps to mitigate the environmental impacts of digital media and spearhead sustainable media practices.
A Commitment Since November 2022
Since their partnership inception on 15th November 2022, Scope3 has been a key global partner of GroupM, further solidifying their commitment to eco-friendly digital advertising solutions.
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