There can be such a fear around not being an expert-saying something that might be considered greenwashing or getting something wrong. Let's just put some information out so people can feel more confident and have data that can allow them to just start to make better decisions.
There are a lot of misperceptions about out-of-home. You look at these screens and boards that are in some cases larger than life, and you're probably thinking, this is the furthest thing from what we need in a reduction strategy.
Using Ad Net Zero's Global Media Sustainability Framework, Cedara analyzed 1,272 ad campaigns run by Billups. The framework's estimates for OOH allowed Cedara to calculate the 'emissions intensity' of Billups' ad campaigns.
The goal of the report is to give marketers better insight into where efficiencies lie and how to use OOH to achieve their carbon-reduction goals.
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