The EcoMedia model takes part of the money that would be used to buy traditional advertising and uses it to help fund green initiatives, like solar panels on school rooftops or energy efficiency improvements to municipal buildings. The advertisers generate goodwill with communities and local governments, while also accruing carbon offsets, and spurring green investment.
“By including a green offering as part of the overall ad buy, advertisers will be able to address their sustainability objectives and green initiatives, and ultimately engage on a more meaningful level with their consumers,” said Peter Dunn, president of CBS’s Television Stations Group.
EcoMedia was founded in 2002 by Paul Polizzotto, who will continue to lead EcoMedia-CBS. Polizzotto was named an “environmental hero” by the US EPA in 1999 for his work with his first start-up, Property Prep, which helps clients become environmentally compliant.
CBS and EcoMedia have worked together since 2008, when they partnered on the CBS-EcoZone Green Schools Initiative in San Francisco, Miami and the suburban Chicago area. The initiative raised money to give a winning school in each city a “green makeover.”