New tool tracks the carbon cost of digital advertising across the funnel – enabling marketers to target high attention/low carbon inventory
Lumen Research, the global attention technology company, is today announcing the launch of a new carbon measurement tool with Scope3, the end to-end emissions measurement company for the media and advertising supply chain, in order to create a powerful way to track the carbon cost of digital advertising across the funnel and allow advertisers to target high attention/low carbon ad inventory.
The new solution will enable advertisers and agencies to combine impression-level attention estimates provided by the Lumen measurement tag with carbon emissions estimates from Scope3. By integrating Scope3’s powerful website and delivery emissions data into the Lumen Attention Measurement Platform (LAMP), Lumen can now offer a clear view of the environmental impact of every ad campaign in comparison to the overall attention generated.
The combination of the two company’s datasets enables advertisers and their agencies to identify high attention/low carbon ad inventory – boosting business impact while reducing the carbon footprint of a campaign.
“Unseen ads are yet another example of waste in the ad ecosystem. They don’t drive marketer outcomes, but they pollute the atmosphere just the same,” says Brian O’Kelley, co-founder and CEO, Scope3. “Combining carbon measurement data with attention estimates presents a clear opportunity for advertisers. Using Scope3 and Lumen data to identify high attention and low carbon ad inventory advertisers can reduce waste and drive better campaign results while lessening their impact on the planet.”
The LAMP Dashboard reports in real time the carbon per impression, carbon per attentive impression, and carbon per recalled impressions all in one easy-to-use screen alongside total carbon emissions, attentive seconds, and more, helping measure the true ‘carbon cost of attention’ and shift budgets towards greener, more attentive inventory. Clients such as Havas Media Group have already seen the benefits of working together with Scope3 and Lumen.
“As the Meaningful Media Agency, Havas Media Group is committed to earning people’s attention and building meaningful connections with brands. Our proprietary data has demonstrated that better quality, high-attention media delivers better results for brands, and we are consistently working with partners to create metrics that can accurately assess the attention and quality of each media placement,” shared Jon Waite, Global Managing Director, Mx Development, Havas Media Group. “As stewards of our clients’ brands, we have a responsibility to deliver a holistic view of the impact of their marketing activities. The integration of Scope3’s carbon emissions dataset into the Lumen Attention Measurement Dashboard demonstrates the connection between attention and sustainability and allows us to optimize for media placements that deliver for brands, people, and the planet.”
“By integrating Scope3’s carbon emissions technology with the Lumen Attention Measurement Platform, we are enabling advertisers to better understand how to make climate-friendly and business-friendly decisions,” says Mike Follett, CEO of Lumen Research. “We’re hoping that this is the first step in a journey to make a low carbon, high attention, high impact internet.”
Source: Lumen Research