Decreasing carbon emissions while improving CTR

Scope3 presented the results of a six-month pilot of the tech behind Climate Shield at the World Federation of Advertisers’ Global Marketer Week 2023 in Istanbul at the end of April. It claimed to decrease the carbon footprint of digital advertising for participating advertisers Audi, Diageo, Mastercard, Philips, Reckitt and Sanofi, while at least maintaining ad effectiveness, and in some cases improving business KPIs like click-through rates.

To earn and keep that trust, we must champion sustainability and ethics in everything we do.

Raja Rajamannar, chief marketing and communications officer, Mastercard

“It’s important to work with trusted partners to educate us in areas that we want to improve in,” Cheryl Guerin, evp of global brand strategy and innovation at Mastercard, told Adweek via email. “This includes understanding how our marketing programmatic is contributing to the environment and educating ourselves to understand what we can do better.”

Scope3 shared some pilot data from Audi and Sanofi with Adweek, showing that Audi cut 52% of carbon emissions from its digital advertising while using the tool, and increasing click-through rates by 65%. Sanofi saw its cost-per-acquisition rates decrease threefold amid an increase in video completion rates.

Mastercard is still finalizing its data, while Philips, Diageo and Reckitt are keeping their numbers confidential until further analysis, including how the tech impacts sales numbers, can be completed.

“Conscious consumers have created a demanding marketplace where brand trust is critical to business success,” Raja Rajamannar, chief marketing and communications officer at Mastercard told Adweek via email. “To earn and keep that trust, we must champion sustainability and ethics in everything we do.”