Foxtel will be the first Australian broadcaster to offer carbon impact measurement of advertising campaigns to its agency and brand clients, Foxtel Media announced.
The company unveiled the initiative, part of FoxTest, at the Foxtel Media Upfront 2024 as a partnership with sustainability leader Scope3 to allow advertisers to measure carbon emissions from digital campaigns running across Foxtel services.
Scope 3 estimates that 1,000 streaming video impressions produce an Australian average of 847 grams of carbon dioxide.
The move to measure carbon emissions from digital campaigns came after considerable client feedback about seeking ways to remove carbon overages throughout the advertising supply chain.
“We all bear the responsibility of addressing climate change and we listened when our advertising partners came to us," says Toby Dewar, director of customer engagement at Foxtel Media.
"By partnering with Scope3 and offering carbon impact measurement of all digital campaigns, we’re expressing a clear intent to become better and more accountable.
"We’re not waiting for regulation to come into play in this regard, we’re taking the lead and raising the standard of practice across the industry.
“We know that we have a long way to go from here; the Australian media industry is equal to that of aviation in terms of emissions. This is a positive step in the right direction, and with our partners’ help, we hope to build more sustainable media plans and set an example for the rest of the world.”
Foxtel Media has already started the process of minimising its own impact by working with Scope 3 to reduce the carbon impact of display inventory by 63% and instream video inventory by 36%. This was achieved by streamlining the number of technology partners involved in the programmatic supply chain.
June Cheung, head of JAPAC at Scope3, says the media industry emits significant amounts of carbon along its supply chain.
"Awareness is the first step to change, which is why we’re pleased to be working with Foxtel Media to offer brands and agencies a chance to measure the true impact of their digital campaigns," says Cheung.
"This is just the first step in the journey to a more environmentally conscious media ecosystem."
Foxtel Media has already undertaken a carbon impact study of its supply chain with Scope3 and will work throughout 2024 to set targets and frameworks that drive further reductions and better practices through the advertising business.
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