Digital advertising has revolutionised the way brands reach their target audience, allowing them to connect with consumers on a global scale. However, with this increased connectivity comes a downside, as digital advertising has a significant impact on the environment.
One of the major impacts of digital advertising on the environment is the high level of electricity consumption required to power the servers that host online advertisements. According to a study by the University of Bristol, digital advertising accounts for approximately 8-10% of global electricity consumption, with a significant portion of this energy coming from non-renewable sources.
In addition to electricity consumption, digital advertising also contributes around 3-4% in greenhouse gas emissions, that is equivalent to the emissions of the entire aviation industry. This is due in part to the energy required to power the servers, but also to the production and disposal of the devices used to access digital ads.
Another environmental impact of digital advertising is the creation of electronic waste. The constant production and disposal of devices used to access digital ads contributes to the growing e-waste problem, which poses a significant environmental and health risk.
Despite these negative impacts, there are steps that can be taken to reduce the environmental impact of digital advertising. Companies can use renewable energy sources to power their servers, design ads that are optimised for energy efficiency, and encourage the reuse and recycling of devices.
As media buying is an important aspect of digital advertising, and it can also have a significant impact on the environment. Marketers have an important role to play in reducing the environmental footprint of digital advertising. Here are some media buying best practices that can help reduce the impact of digital advertising on the environment:
- Use Sustainable Ad Formats: One way to reduce the environmental