Sustainable Growth in CTV Advertising
Scope3 Identifies Key Steps to Drive Sustainable Expansion in CTV Advertising
Scope3, an ad verification and sustainability technology provider, has published a new framework outlining how brands can grow spend in Connected TV (CTV) while maintaining environmental responsibility. The report, “Unlocking Sustainable Growth in CTV Advertising,” addresses one of digital media’s core tension points: scaling high-impact campaigns without multiplying carbon footprints.
Key Themes & Takeaways
- Carbon-Efficient Media Planning
Scope3 recommends incorporating emissions footprint metrics into media plan optimization—prioritizing high-impact placements with lower carbon cost per impression. - Measurement beyond Impressions
The paper argues for expanding KPIs to include “carbon ROI” (i.e. reach or conversions per kg CO₂) and pushing platforms to expose cleaner supply chain options. - Partnering for Cleaner Supply Chains
Platforms, publishers, and DSPs are urged to adopt greener infrastructure – e.g. renewable energy in data centres, carbon offset programs, and supply chain audits. - Transparency & Accountability
Auditable carbon reporting should become standard in media contracts, enabling clients to evaluate carbon impact alongside traditional media metrics.
Why It Matters for Pharma Media
The health and life sciences sector is under increasing scrutiny regarding sustainability, both in operations and in messaging. CTV is becoming a critical channel in pharma marketing, especially for disease education and awareness campaigns. In this context:
- Sustainability as Differentiator: Pharma brands that can credibly reduce carbon impact in their media programs may win favor with stakeholders (investors, institutions, regulators) that prioritize ESG.
- Integrated Strategy Imperative: A carbon-aware media plan must still deliver clinical messaging, reach HCPs and patients effectively, and adhere to compliance constraints.
- Measurement Evolution: Just as pharma demands rigorous efficacy metrics, media teams will increasingly need frameworks to assess ecological cost per outcome (e.g., patient engagement, prescription behaviour).
solli’s final thoughts
Scope3’s framework reframes growth not as a zero-sum trade-off between performance and carbon impact – but as a dual mandate. For pharma media leaders, the challenge ahead is to build campaigns that are not only compliant, accurate, and targeted – but also accountable in their environmental footprint.
The future of CTV in healthcare won’t just be judged on reach and ROI—it will also be measured in sustainability.
To read the full report, click HERE
