NEW STUDY BY MAGNA, PROJECT DRAWDOWN AND TEADS FINDS PEOPLE BELIEVE SUSTAINABILITY IS IMPORTANT BUT PERCEIVE COST AND CONVENIENCE BARRIERS

Brands Can Gain Favor and Support Behavior Change by Educating Consumers, Marketing Industry Has a Role to Play

NEW YORK – October 6, 2023 – MAGNA, the investment and intelligence arm of IPG Mediabrands, today announced the release of a study conducted in partnership with Teads, the global media platform, and Project Drawdown, a nonprofit focused on climate solutions, entitled Sustainability Speaks: Breaking the Barrier of Climate Communication via the MAGNA Media Trials program.

To uncover data about consumers’ perceptions of brands’ sustainability endeavors, MAGNA Media Trials and Teads sought to better understand the consumer perspective on sustainability, especially as it relates to barriers that prevent a more sustainable lifestyle. The results of the study uncover how brands can help bridge these barriers and reveals consumer expectations when it comes to taking action on sustainability.

The study’s key findings include:

• 82% of people experience barriers to living more sustainably, with most citing expense or lack of access to the right resources as the paramount barriers to a sustainable lifestyle.
• Among generations, Gen Z and Millennials were the most likely to experience barriers (91% vs. 75%, respectively). However, prior research has pointed to the cost efficiency of sustainable behaviors, suggesting a disconnect between perception vs. reality for consumers.
• Despite these barriers, people remain motivated to ensure a better future, with 99% of people agreeing that they can be motivated by something to take sustainable action.
• Respondents also selected reasons to be sustainable and 78% agreed with statements that ranged from “ensuring the well-being of humankind” to “protecting one’s own health” and “saving money.”

MAGNA surveyed 9,112 people in the United States, the United Kingdom and Australia and held five focus groups in the U.S. In addition to determining why people and brands are not doing more, Sustainability Speaks: Breaking the Barrier of Climate Communication explores how advertisers can more effectively communicate their sustainability goals while also supporting brand growth.
“As governments, NGOs, businesses and individuals grapple with climate action, we can take heart that the majority of people surveyed – across multiple markets and demographics – agree that living more sustainably aligns with their personal values,” said Martin Bryan, Global Chief Sustainability Officer at IPG Mediabrands. “Among the key barriers to climate action we uncovered in our research is that people aren’t sure their actions can make a difference – and they fear that a sustainable lifestyle is cost-prohibitive and inconvenient. These are hurdles that the private sector can address through brand solutions made affordable and simplified. The ad industry can help promote and accelerate adoption by promoting these types of solutions.”
“The climate crisis is, in part, a communication crisis,” said Jonathan Foley, Ph.D., Executive Director of Project Drawdown. “We already have the solutions we need to turn things around, but we are still paralyzed by misinformation, fear, and the lack of will to act. We need a clear and compelling vision to move forward — a vision of a better future, where we come together to stop climate change, and build a better world for all. That could change the world.”

Additional key findings include that consumers are looking to brands to be part of the conversation; 77% of respondents said they wanted brands to take a stance on sustainability. Furthermore, 75% somewhat or strongly agreed that if brands took a stance on sustainability, it would have a tremendous impact on the environment, and 35% would be motivated to act, if they saw brands had, too.

A brand that offers tangible, relevant data in advertising, like a statistic on how much water was saved in manufacturing, scores better than ambiguous messaging. Defining sustainability itself, a broad term that can vary by product category, makes a difference in helping consumers align around a company’s actions.

The study also ranked which channels consumers favor more when receiving sustainability messaging. Advertising, at 66%, was the optimal channel, followed by social media accounts (62%), newsletters (57%) and influencers and other brand representatives (52%).

“Sustainability practices are good for business, with innovation, transparency, and information key for brands to strengthen their customer relationships long-term,” added Neala Brown, Senior Vice President, Strategy & Insights, Teads. “While brands should ease customer hesitations toward adopting a sustainable lifestyle and given advertising as an optimal channel for that messaging, we are simultaneously working with our brand partners to reduce their own digital carbon footprint with supply chain and media optimization via direct publisher relationships.”

Survey respondents said the other climate actions brands can take are to:

• Educate: Help people waste less and show them how carbon-friendly the brand’s product or service is
• Innovate: Develop new formulas, sourcing sustainable materials and packaging and donating to causes
• Collaborate: Join forces with customers around causes and work with climate experts and their campaigns
• Propagate: Take part in pushing policies for eco-activism while establishing credibility through third-party verification and certification

The full study can be found here.

About MAGNA:

MAGNA is the leading global media investment and intelligence company. Our trusted insights, proprietary trials offerings, industry-leading negotiation and unparalleled consultative solutions deliver an actionable marketplace advantage for our clients and subscribers.
We are a team of experts driven by results, integrity, and inquisitiveness. We operate across five key competencies, supporting clients and cross-functional teams through partnership, education, accountability, connectivity, and enablement. For more information, please visit our website: https://magnaglobal.com/ and follow us on LinkedIn.

About Project Drawdown

Project Drawdown is widely recognized as a leading resource for climate solutions. The organization’s mission is to help the world stop climate change — as quickly, safely, and equitably as possible.

About Teads

Teads operates a leading, cloud-based, omnichannel platform that enables programmatic digital advertising across a global ecosystem of quality digital media. As an end-to-end solution, Teads’ modular platform allows partners to leverage buy-side, sell-side, creative, data and AI optimization technologies.

For advertisers and their agencies, Teads offers a single access point to buy the inventory of many of the world’s best publishers and content providers. Through exclusive global media partnerships, Teads enables advertisers and agencies to reach billions of unique monthly users in brand safe, responsible advertising environments, while improving the effectiveness and efficiency of digital ad transactions.

Teads partners with the leading marketers, agencies and publishers through a team of 1,200+ people in 50 offices across more than 30 countries.

Climate Scientists Are Facing an Era-Defining Communications Challenge. Can Media Help?

Published on Adweek

IPG and Teads are working with Project Drawdown to identify messaging gaps

Authorities agree that climate change will never be effectively addressed if ordinary consumers don’t make responsible choices. But there’s a problem: Those ordinary people also tend to assume their choices aren’t going to make much of a difference.

To understand when and why people find it hard to make sustainable choices, climate-focused nonprofit Project Drawdown is working with media and ad-tech partners to identify strategic messaging opportunities. A new survey, Sustainability Speaks: Breaking the Barrier of Climate Communication, which was conducted by IPG Mediabrands in partnership with ad-tech firm Teads and shared exclusively with Adweek, identified real and perceived barriers that consumers face when trying to cut back on their own carbon emissions.

It’s the beginning of what Jonathan Foley, executive director at Project Drawdown, hopes will be a broader effort to use strategic media to address misinformation around what regular people can do to combat climate change, which is estimated to account for roughly 30% of potential greenhouse gas emissions reductions. The other 70% must come from corporations.

“In the climate conversation, we’re small environmental nonprofits—a bunch of scientists with small budgets—and we’re hopelessly outmatched by folks who want to keep on polluting,” Foley said. “It’s really important for us to find good allies who can help us understand how better to communicate and how better to tell the story.”

In IPG Mediabrands and Teads, Foley believes Project Drawdown has found those allies. The first consumer survey from the group highlights where strategic media could have the greatest impact, laying the groundwork for future campaigns to spur behavior change that will reduce emissions. IPG will also share its findings with clients that want to support climate action through their media buys, highlighting where profitability and consumer emission reductions align for brands.

People underestimate their impact
While it’s true that corporate reductions make up the majority of potential emissions savings, lifestyle changes for regular people will make up nearly a third of the necessary cuts to overall generation of greenhouse gases.
But when asked how much of an impact people could have on emissions reduction, most survey respondents (67%) guessed that it was below 20% of the total possible reductions, significantly underestimating their impact. Around a quarter (24%) estimated that individual and household changes could produce between 21% and 30% in emissions reductions.

It’s something that a 2022 United Nations climate report highlighted in its analysis of emissions reduction opportunities. The report also specifically pointed to the power that the marketing and advertising industry has to sway consumer behavior away from high-emissions consumption patterns and toward lower-emissions alternatives.

“We are the architects of desire, we shape culture, let’s use that to drive urgent action among people and brands,” said Martin Bryan, global chief sustainability officer at IPG Mediabrands, pro bono agency of record for Project Drawdown. “Our ambition out of this research is to take these findings and build a global climate action campaign for Project Drawdown.”

Sustainable living doesn’t have to cost more
One of the main barriers to climate action that people perceive, according to the survey, was cost.

“People believe they need to purchase goods and services and expensive technology in order to live more sustainably, like an electric vehicle,” Bryan said. “But, in fact, there are simple things that people can change in their daily lives and in their pantry, for example, to be more sustainable and also have the co-benefit of saving money.”

One of the most impactful ways that consumers can reduce their individual or household emissions, according to Project Drawdown’s research, is by reducing food waste, a practice that also saves money. Similarly, cutting back on beef consumption and switching to LED lightbulbs and smart systems can also result in savings on both emissions and costs.

“A lot of this challenge of climate change is a communication challenge,” Foley said. “We have big scary problems and—not or, and—we also have very promising solutions. We all need to be part of moving solutions forward.

“It’s really crucial to work with folks who really understand how people are thinking and how we can influence and inform some of that conversation to be a little bit better.”

Can the ad industry get out of its own way?
Still, the tension between polluters and climate scientists that Foley described is playing out within the industry broadly—and within IPG itself. The holding company had 25 active contracts with fossil fuel companies between 2022-2023, according to a report released last month by activist group Clean Creatives.

But while it’s pledged to carefully vet new clients based on sustainability-related criteria, long-term clients that are major players in the oil and gas sector remain on several IPG agencies’ client rosters.

The question, then, is whether—in the vast arena of strategic climate communications from a wide variety of players—efforts like this one from Project Drawdown can win out.

Read the Full Study

 

Read the Article on Adweek

DRIVING RESPONSIBLE AND SUSTAINABLE BRAND GROWTH: STUDY BY MAGNA MEDIA TRIALS AND ADLOOK DEMONSTRATES THE POWER OF PRE-BID OPTIMIZATION ACROSS MULTIPLE METRICS

NEW YORK – July 19, 2023 – An expansive, new study by MAGNA Media Trials, the intelligence and investment arm of IPG Mediabrands, and Adlook, a global media-tech company, showed when advertisers optimize before they bid, they can gain significant improvements across a range of mandatory metrics, including increased attention scores, reduced costs per impression and fewer carbon emissions.

“The” Attention Advantage – Using Deep Learning to Boost Ad Performance” revealed a 65% increase in attention, based on Adelaide’s Attention Unit (AU) scores, when a video advertisement was optimized pre-bid.

The study, which measured more than 24 million impressions and surveyed 2,590 individuals, found great improvements in cost efficiency for both display and video ads. But video ads that were optimized pre-bid performed notably better, to the point that advertisers would need fewer placements to achieve meaningful impact, resulting in lower costs per CPMs than display ads. These results point to the fact that advertisers do not have to pay more for high-performing ads – in fact, they can reap savings while also meeting important brand KPIs.

“Attention is a baseline metric for media, particularly in the programmatic space, and many of our studies examine how to capture and maintain eyeballs,” said Kara Manatt, MAGNA’S EVP, Managing Director, Intelligence Solutions. “Our work with Adlook set out to determine how pre-bid optimization performed, and found incredible impact across a range of KPIs, including sustainability metrics – meaning pre-bid optimization serves a dual objective: profit and purpose.”

As lowering carbon emissions become a core focus for advertisers, the study integrated Scope3 data to determine if emissions could be reduced through pre-bid optimization. The study found that ads optimized pre-bid not only worked harder, but likewise produced less emissions compared to ads that were not optimized pre-bid. This highlights the fact that less emissions are needed to produce the desired performance output. Another component of the study examined what happened to emissions when integrating Adlook’s GreenPath tool as part of the pre-bid process. Interestingly, emissions were further reduced by leveraging the GreenPath tool. These results point to the idea that although attention is an adequate proxy for emissions, MFAs have excelled at delivering on KPIs. As such, advertisers are encouraged to look at all campaigns through a sustainability lens pre-bid in order to reduce the impact of the highest-emitting websites.

Traditionally, campaigns have been optimized post-bid, which can allow advertisers to assess placements for viewability and unsuitable content adjacencies. But pre-bid optimization, driven by deep-learning algorithms, is providing brands with the data needed to secure customized placements before commitments are placed.

Additional findings in The Attention Advantage – Using Deep Learning to Boost Ad Performance report include:

● Display click-through rates increased by +11% lift when pre-bid optimization was employed compared to no optimization.
● Video ads that were optimized pre-bid earned a 48% increase in video completion rates, compared to those that were not optimized.
● Ads that are optimized pre-bid and delivered contextually deliver considerably greater recall, with a +131% delta lift in awareness.

“Unlocking the full potential of media lies in the art of attention optimization,” said Patrick Roman Gut, Vice President US, Adlook. “By harnessing the power of attention, not only do we propel media KPI performance to new heights, but we also embrace a profound responsibility. Our MAGNA Media Trials report reveals that utilizing pre-bid optimization not only amplifies your media’s impact, but also champions a higher purpose. By proactively combining sustainability with attention, we pave the way for responsible media practices.”

To conduct the study, Media Trials measured more than 24 million impressions of real-time test ads for CVS Health and Outback Steakhouse, analyzing for attention, engagement and carbon emissions for ads that were either optimized pre-bid or not. The study further analyzed 2,590 survey responses to measure aided recall for ads that were either optimized pre-bid or not, and were either delivered contextually or not.

The full study can be found here.

About MAGNA:
MAGNA is the leading global media investment and intelligence company. Our trusted insights, proprietary trials offerings, industry-leading negotiation and unparalleled consultative solutions deliver an actionable marketplace advantage for our clients and subscribers.
We are a team of experts driven by results, integrity and inquisitiveness. We operate across five key competencies, supporting clients and cross-functional teams through partnership, education, accountability, connectivity and enablement. For more information, please visit our website: https://magnaglobal.com/ and follow us on LinkedIn.

About Adlook:
Adlook is a global mediatech company specializing in guaranteed media performance and zero-ad waste solutions. Our innovative cookieless DSP is powered by industry-leading Deep Learning technology, enabling next-generation brand growth on the open web.
At Adlook, we’re committed to sustainability and privacy, operating under the two governing tenants to build a secure, environmentally responsible ecosystem for brand-consumer connections. Our mission is to create impactful interactions with consumers at the most meaningful moments, without ever sacrificing the quality of their engagement.
Since our establishment in 2022, we’ve partnered with leading inventory suppliers to offer unmatched access to premium inventory that’s brand-safe and free from fraud. As an independent business, we’re dedicated to making a positive impact in the industry and helping marketers and their agencies successfully drive brand growth across diverse markets.

Media Contacts:
MAGNA/Mediabrands
Elaine Underwood
[email protected]

Adlook
Chris Harihar
Crenshaw Communications
[email protected]

AD OVEREXPOSURE ON STREAMING NETWORKS SHOWN TO BE A DETRIMENT TO BOTH BRANDS AND STREAMING PLATFORMS   

MAGNA Media Trials and Nexxen Partnered to Study the Aftereffects of Repetitive Ads on Viewers and Brands and the Streaming Platforms that Run Them

NEW YORK – July 12, 2023 – Repeated ad exposures might not be a new phenomenon, but it doesn’t make the experience any less annoying for viewers, 87% of whom agree that they see too many of the same ads, according to new research by MAGNA’s Media Trials unit in partnership with Nexxen, a global, unified advertising technology platform with a specialization in video and Connected TV (“CTV”).

The study, It’s All in the Delivery: How Repeating Ads Affects CTV Viewers, Brands & Platforms, released today leveraged controlled ad effectiveness testing with 1,246 streaming viewers to learn how they felt about repetitive advertising, which is an outlay of programmatic delivery systems and a focused pool of advertisers.

As part of the study, participants were exposed to varying frequencies – one, four or six exposures – to the same ad during a one-hour viewing session. Ads were provided by two participating brands, including athletic wear brand New Balance. The second participating brand is national restaurant chain, Applebee’s.

While participants who saw the same ad six times peaked in awareness at 92% recall, negative associations spiked, too. Viewers who saw the same ad six times said the ad was “annoying”, by 48% over average, and “disruptive to their overall experience” by 33%. Overexposure also eroded purchase intent, with a 16% decline among those who viewed an ad six times.

Beyond facilitating a negative viewing experience, repeated ads also had poor implications for both brands and the streaming platform. Among viewers, 83% believed that repeating ads was done intentionally. Further, 68% of viewers believe that it was the brand’s intention to repeat the ad. Streaming platforms are likewise implicated, with 44% of viewers believing that the platform intended to repeat the ad. True or not, these assumptions lend to broader implications, and potentially actions, led by viewers who are not satisfied with their viewing experience.

“Running a spot repeatedly during the same show might improve recall but at what cost? Study participants were clear on how frustrating it was to see the same ad again and again and this cast a shadow over the brand and the streaming network,” said Kara Manatt, EVP, Intelligence Solutions, MAGNA, which is IPG Mediabrands intelligence and investment unit. “Worst of all, advertisers are paying for these declines in purchase intent and simultaneously targeting consumers while turning them off to their brands.”

Additional findings revealed by the study include:

    • Positive brand perceptions were hampered by ad frequency, too. For example, brands saw a decline from 25% (1 ad exposure) to 17% (6 ad exposures) in viewers thinking that the brand knows how to connect with them. Additionally, viewers who saw the ad 6 times were less likely to be excited by the brand (16%) compared to those who only saw the ad once (21%).
    • Viewers are willing to take action to avoid ad overkill by in various ways, including checking to see if another streaming service offers the show or movie (43%) and going as far as to terminate the subscription (19%). Altogether, 51% said they will take action in response to repeating ads.
    • Purchase intent takes a nosedive with higher frequencies of repeated ad exposures, with a 16% decline in intent to purchase for those who saw the same brand ad 6 times.

“Both advertisers and broadcasters need to get to a place where viewers don’t notice a difference in the quality of the advertising experience on streaming compared to linear. Unfortunately, today, many ad servers are not equipped with the ability or are missing the adequate data to unify programmatic and direct demand while managing for frequency,” said Karim Rayes, Chief Product Officer, Nexxen. “The solution lies with platforms that have been purpose-built for CTV which offers publishers the flexibility to manage their ad breaks in a way that that won’t negatively impact the viewer’s experience and saves advertisers from wasting their valuable media dollars.

The full study can be found here.

About MAGNA

MAGNA is the leading global media investment and intelligence company. Our trusted insights, proprietary trials offerings, industry-leading negotiation and unparalleled consultative solutions deliver an actionable marketplace advantage for our clients and subscribers.

We are a team of experts driven by results, integrity and inquisitiveness. We operate across five key competencies, supporting clients and cross-functional teams through partnership, education, accountability, connectivity and enablement. For more information, please visit our website: https://magnaglobal.com/ and follow us on LinkedIn.

About Nexxen

Nexxen empowers advertisers, agencies, publishers and broadcasters around the world to utilize video and Connected TV in the ways that are most meaningful to them. Comprised of a demand-side platform (DSP), supply-side platform (SSP), ad server and data management platform (DMP), Nexxen delivers a flexible and unified technology stack with advanced and exclusive data at its core. Our robust capabilities span discovery, planning, activation, measurement and optimization – available individually or in combination – all designed to enable our partners to reach their goals, no matter how far-reaching or hyper niche they may be.  For more information, visit www.nexxen.com

This press release contains forward-looking statements, including forward-looking statements within the meaning of Section 27A of the United States Securities Act of 1933, as amended, and Section 21E of the United States Securities and Exchange Act of 1934, as amended. Forward-looking statements are identified by words such as “anticipates,” “believes,” “expects,” “intends,” “may,” “can,” “will,” “estimates,” and other similar expressions. However, these words are not the only way Nexxen identifies forward-looking statements. All statements contained in this press release that do not relate to matters of historical fact should be considered forward-looking statements, including without limitation statements regarding the results in the study any benefits thereof, our tech stack, products any other offerings of Nexxen and any other subsidiaries affiliates. These statements are neither promises nor guarantees but involve known and unknown risks, uncertainties and other important factors that may cause the Nexxen group’s actual results, performance or achievements to be materially different from its expectations expressed or implied by the forward-looking statements. Nexxen cautions you not to place undue reliance on these forward-looking statements. For a more detailed discussion of these factors, and other factors that could cause actual results to vary materially, interested parties should review the risk factors listed in Tremor International’s most recent Annual Report on Form 20-F, which was filed with the U.S. Securities and Exchange Commission (www.sec.gov) on March 7, 2023. Any forward-looking statements made by  us in this press release speak only as of the date of this press release, and we do not intend to update these forward-looking statements after the date of this press release, except as required by law.

Media Contact:
Elaine Underwood
Content Director, Global Corporate Communications
Mediabrands
[email protected]
(201) 306-6062

GLOBAL STUDY BY MAGNA AND ORACLE ADVERTISING FINDS ADS WITH LOWER CARBON EMISSIONS ARE TIED TO HIGHER ATTENTION AND ENGAGEMENT

An ad viewed twice as long produces two-thirds fewer emissions; industry can achieve a six- percent reduction in carbon emissions by preventing delivery of non-viewable impressions

NEW YORK, NY – June 20, 2023 –A global study breaking today establishes a link between sustainable advertising practices and positive attention metrics. Attention x Sustainability: The Benefits of a Smaller Carbon Footprint in Media, conducted by MAGNA’s Media Trials in conjunction with Oracle and using Scope3 emissions data, found that the longer an ad was viewed on a page, the lower the carbon emissions.

The study analyzed over one billion impressions across 55 countries through live campaign tracking and further stress-tested findings by using AI-based, predictive eye tracking on approximately 350 display ads that appeared on 100 U.S. websites. The resulting analysis proved that a spot that was in view for 10 seconds produced 64 percent less carbon emissions than a spot with a five-second, in-view time. The Scope3 carbon emissions model, which calculates the total grams of carbon dioxide released from digital impression delivery (gCO2e), was the standard measurement used for the study.

This correlation between in-view time and carbon emissions is likely related to total ad load on each page, as the more ads that load, the greater the emissions generated. In turn, competing ads will divide viewers’ attention. Eliminating impressions that do not comply with the Media Ratings Council (MRC) standards, such as video and display ads that run below the page break and are out of view, which advertisers do not pay for anyway, will reduce six percent of carbon emissions generated by online advertising. To put this in tangible terms, based upon a Statista digital ad-impressions report, this six-percent reduction is akin to removing 34,144 cars from the road for a year.

 

“Sustainability is a vitally important facet of our business model, and this research reveals how we can foster more environmentally friendly practices in the advertising industry without sacrificing attention metrics,” said Martin Bryan, Global Head of Sustainability, IPG Mediabrands. “Often, what makes sense for our planet and its people turns out to be good for business. This study shows a way advertisers can be more sustainable and successful, too.”

The study comes as consumers are increasingly considering the environmental impact of the products and services they use. Programmatic advertising alone generates 215,000 metric tons of carbon emissions a month, across five major economies (USA, Germany, Great Britain, France and Australia), according to the Scope3 State of Sustainability Report for Q1 2023.

The new study delved further to explore the relationship between key metrics and carbon emissions, utilizing Oracle’s Moat score system, which looks at multiple performance and engagement dimensions, such as in-view time, in-view rate, screen real estate, and various interactions among other signals in a composite way as a useful index to media quality, and, as we learned, lower carbon.

Higher quality metrics are strongly correlated to generating lower carbon emissions, as Moat display score comparisons of MRC Impression display ads proved. The higher the Moat score, the lower the emissions, with ads ranking in the top Moat quality quartile generating 58 percent lower emissions than those in the first quartile.

In addition to Moat Display Scores, the study utilized Moat In-View scores and Engagement Scores. Higher engagement scores also correlated with lower emissions, with ads ranking in the first quartile yielding 20 percent higher engagement scores and 83 percent lower emissions compared to ads in the lowest quartile. The correlation between higher engagement scores and lower carbon emissions was consistent across markets.

“Brands and agencies have long had access to a wide range of attention signals for analyzing and buying media. By partnering with MAGNA to conduct this research, we have shown that attention and sustainability have a strong, positive correlation,” said Jim Sink, GVP of partnerships, Oracle Advertising. “This research provides further rationale for advertisers to optimize toward attention signals like those offered by Oracle Moat as these signals not only improve campaign targeting, but also reduce a campaign’s carbon footprint.”

Another way advertisers can help the planet is by placing static ads instead of animated ones. On mobile devices, the study revealed 34 percent fewer carbon emissions for static ads than animated, and 16 percent fewer on desktops.

For example, IPG Mediabrands has developed products and tools that help our clients be more sustainable with their marketing investments, from custom media buying algorithms optimized towards attention and lower emissions to Supply Path Optimization solutions. The relationship between attention and emissions is a win-win for all involved, and for the planet; and is an area of continued research and product development at the company.

“As brands seek to be more sustainable, from supply chain to shopping cart, the impact of advertising on the environment warrants further study, and that is something we are committed to support,” said Bryan. “This new study underscores that advertisers who avoid non-MRC compliant impressions and instead lean into lower-emission sites and ad formats can, in fact, also gain important attention and engagement metrics.”

The full study can be found here.

About MAGNA

MAGNA is the leading global media investment and intelligence company. Our trusted insights, proprietary trials offerings, industry-leading negotiation and unparalleled consultative solutions deliver an actionable marketplace advantage for our clients and subscribers.
We are a team of experts driven by results, integrity and inquisitiveness. We operate across five key competencies, supporting clients and cross-functional teams through partnership, education, accountability, connectivity and enablement. For more information, please visit our website: https://magnaglobal.com/ and follow us on LinkedIn.

 

About IPG Mediabrands

IPG Mediabrands is the media and marketing solutions division of Interpublic Group (NYSE: IPG). Mediabrands manages approximately $40 billion in marketing investment globally on behalf of its clients and provides strategic services and solutions across its award-winning, full-service agency networks UM and Initiative and through its innovative marketing specialist companies Reprise, MAGNA, Orion, Rapport, Healix, Mediabrands Content Studio and the IPG Media Lab. Mediabrands clients include many of the world’s most recognizable and iconic brands from a broad portfolio of industry sectors. The company employs more than 13,000 marketing experts in more than 130 countries representing the full diversity of humanity. For more information, please visit our website: www.ipgmediabrands.com and be sure to follow us on LinkedIn or Instagram.