Sustainability is no longer just a trend; it is a social, corporate, and ethical requirement, where consumers demand consistency. Brands that do not integrate sustainability criteria into their decisions risk losing relevance, trust... and customers.

It is no longer enough to promise to be "green"; you have to prove it with visible actions. One of the most overlooked areas in this process is advertising, especially when it comes to its environmental impact. This brings up an uncomfortable but urgent question: how polluting is your media plan?

Carbon Footprint in Advertising Media: What Are We Talking About?

The carbon footprint measures the amount of CO₂ emissions generated by an activity. For media, it is calculated in grams of CO₂ per 1,000 advertising impressions.

One of the latest studies by Green GRP (experts in media sustainability) reveals data about the emissions associated with different advertising formats. The results are, to say the least, interesting:

• Public Video (premium screens): 5 g
• Online Media (display ads): 13 g
• OOH (scrollers): 55 g
• Radio: 69 g
• TV: 828 g
• Print Media: 9,067 g

*Emissions per 1,000 advertising contacts.

What Do These Numbers Mean?

Analyzing the chart above, three key conclusions emerge:

1. Digital Media Are (Relatively) Clean

With just 13 grams of CO₂ per 1,000 impressions, online advertising remains one of the cleanest advertising options. However, the myth that "digital doesn't pollute" is debunked: servers, data centers, user devices, and the millions of daily impressions accumulate grams of CO₂.

2. OOH and Radio: Traditional Media Are More Sustainable Than They Appear

Both outdoor advertising (OOH) and radio have a much lower carbon footprint than many people assume. This is partly because their infrastructures are already installed and they do not rely on energy-intensive processes like television or print media.

OOH (billboards, mupis, scrollers), in particular, emerges as a high visibility, low environmental impact option, with only 55g per 1,000 impressions, while premium screens (public video) have nearly a zero footprint, with only 5g per 1,000 impressions.

3. Television and Print Media: The Major Emitters

Surprisingly, television generates 828g of CO₂ per 1,000 impressions, while print media reaches the alarming figure of 9,067g. This makes sense because print media involves energy for production, printing, distribution, and waste management of each copy. 

For television, the CO₂ generation comes from the constant energy demand for production, broadcasting, and viewing.

How to Integrate Sustainability into Your Media Planning

Now more than ever, brands must plan with purpose, which does not mean sacrificing effectiveness, but choosing media that balance profitability and results with environmental responsibility.

Some key strategies to achieve this much-desired integration of sustainability in a profitable media plan include:

• Calculate your campaign's footprint beforehand: how many impressions will you generate based on your goal? Which channels will you advertise on? What emissions does each channel incur per thousand impressions?
• Incorporate OOH and digital campaigns as sustainable pillars: try to incorporate a good combination of channels in your media plan, including OOH and digital campaigns where possible, to achieve good reach with minimal impact.
• Explore new formats like programmatic DOOH: this allows for optimized impressions and energy use, reducing waste by serving ads only when there's high traffic or maximum relevance. Additionally, due to its format, it decreases the need to print physical materials, and some of its screens are already connected to renewable energy or have smart on/off cycles to minimize electricity consumption.
• Reduce unnecessary print runs: paper remains the top emitter per advertising impact due to its intensive resource consumption, the logistics required for distribution, and the physical waste generated by disposal. The solution? Print only what is essential and prioritize digital versions of magazines, catalogues, brochures, or newsletters.
• Offset your emissions: although many emissions cannot be avoided, they can be offset through certified carbon programs. This involves investing in initiatives that capture, reduce, or avoid greenhouse gas emissions elsewhere in the world. Popular options include reforestation and forest conservation, using renewable energy, or investing in social projects with a positive environmental impact.

The Value of Communicating with Consciousness

Today's audiences are more critical and aware than ever. 79% of consumers seek brands aligned with their values and lifestyle, and expect those brands to act responsibly regarding the climate crisis. 

This also applies to where and how they communicate their messages. Therefore, today, choosing a medium is not just a strategic or economic decision; it's a declaration of values that can become a differential advantage over your competitors, improve your campaign metrics, and, most importantly, provide a media plan that supports your values.

Conclusion: The Future of Advertising is Also Green

The brands that will lead the next decade are those that manage to align impact, relevance, and sustainability. To achieve this, they need to review not only what they say in their campaigns but also where they say it and how they do it.

Choosing media with a low carbon footprint is not only a responsible decision; it is also a competitive advantage in a world where communicating with consciousness makes a difference.

Ready to audit your next campaign and turn it into a purposeful advertising action?
Contact us. We can help you build a sustainable, effective, and brand-aligned media strategy.