Ad Net Zero Updates Measurement Framework To Calculate Emissions

Ad Net Zero has published the third edition of its Global Media Sustainability Framework (GMSF) to help track emissions from 95% of global media spend.

Ad Net Zero New Zealand lead, Jennifer Gunn, said, "The GMSF is an invaluable tool for brands striving to make advertising more carbon efficient. Globally, advertising accounts for between 2% and 4% of all greenhouse gas emissions, and while the emissions generated by producing advertising form part of that picture, marketing activities often rank among the biggest contributors. The GMSF establishes a necessary standard for measuring the environmental footprint of media, using granular, activity-based data across the industry."

The GMSF has been developed with input from key industry stakeholders and Ad Net Zero supporters around the world. For the first time, advertisers and agencies can use GMSF-aligned tools to measure sustainability performance and understand how different media choices affect emissions across markets and channels. This latest edition of the GMSF (v1.3) expands the framework to cover media channels representing 95% of global media spend, enabling emissions to be calculated consistently using recognised carbon accounting methods and industry best practice. As well as Digital, TV, OOH and Print, the GMSF will soon provide guidance for Audio and Cinema media.

Comms Council CEO, Simon Lendrum, said, "Measuring and reducing emissions should be a priority for New Zealand agencies and their clients. Activity-based data is essential to giving brands a clearer view of their media footprint and enabling choices that cut emissions without compromising investment or effectiveness. By establishing a more consistent approach to measurement and offering practical tools, Ad Net Zero is helping our industry make better decisions at every stage. This rigour is vital as the advertising sector prepares for rising expectations around emissions transparency."

The GMSF V1.3 can be accessed here and in the Supporter Portal of adnetzero.com