Media Agencies Increasingly Include Return on Carbon Along With ROI in Plans

A primer on the models that measure effectiveness in terms of the carbon emissions generated

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In order to encourage clients to make more sustainable advertising decisions, agencies like Wavemaker, Havas Media Network U.K. and Omnicom Media Group are increasingly measuring the carbon impact of media plans alongside return on investment. This lets agencies find overlaps between sustainability and effectiveness without eliminating the nuance that exists between industries and media channels.

“What’s the best way to spend the money with the lowest CO2 impact that generates this outcome that I want to achieve?” asked Dominic Charles, managing director of audience intelligence and marketing science at GroupM-owned agency Wavemaker.



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