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CarbonTrack Measures Carbon Footprint of Advertising Campaigns

Gina-Marie Cheeseman
| Thursday December 23rd, 2010 | 0 Comments

Launched this month by Starcom MediaVest Group and Envido, CarbonTrack is able to measure the carbon footprint of advertising campaigns. CarbonTrack was created and developed under PAS 2050, the international standard for assessing the life cycle carbon emissions of goods and services. Over 100 suppliers contributed data to Carbon Track. It is able to evaluate carbon emissions for television, radio, outdoor, magazines, newspapers, digital display and search, according to Envido.

The UK advertising industry, according to estimates using CarbonTrack, produces two million tons of carbon dioxide a year, equal to heating 364,000 UK homes for a year. This is the first estimate of the advertising industry’s carbon emissions.

Envido’s website states that CarbonTrack will “enable planning teams and advertisers to make decisions that not only meet overall campaign communications objectives, but also help companies meet wider corporate objectives around carbon emission reporting and – if required – carbon reduction, without compromising on campaign cost, coverage or quality.”

CarbonTrack has two main uses:

  1. To provide companies with a certified report on the total levels of carbon emissions associated with their advertising campaigns
  2. Allow marketers to make changes to their advertising campaigns in order to reduce carbon emissions

Alastair Bannerman, chief client officer at Starcom MediaVest Group UK says of CarbonTrack, “Starcom MediaVest Group and Envido are delighted to have pioneered CarbonTrack, with guidance from the Carbon Trust on the methodology.”

Bannerman adds, “Every company with a carbon commitment will be investigating their supply chain to identify ways to manage emissions. Until now there has been an important gap in this requirement. CarbonTrack™ will transform accountability as the world’s first credible carbon measurement tool for advertising campaigns.”

Ifti Akbar, co-managing director of specialist energy, carbon and sustainability consultants, Envido, says, “Carbon accounting is becoming more sophisticated and widespread as new national and international standards and legislation come into force.”

“Companies utilising CarbonTrack™ will be ahead of the UK legislation curve and actively contributing to reducing the emissions of their industry. With CarbonTrack, advertisers can for the first time measure and manage emissions associated with their marketing spend,” Akbar says.


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