When we first started measuring the carbon impact of our digital campaigns, we thought we had a good idea of what to expect. After all, digital feels pretty clean! There’s no paper, shipping or physical waste.
But once we started calculating the emissions behind ad serving, data transfer and video content, the numbers told a different story.
It turns out that digital marketing carries a hidden carbon cost. Every impression, click and video view uses energy and, when you’re running ads with thousands or millions of impressions, that really adds up fast.
Over the past year, we’ve been using our own Carbon Calculator developed by our Digital Marketing Manager, Justin, to understand that impact more clearly. It’s helped us see where the biggest emissions come from and how small creative and strategic choices can make a real difference.
Here’s what we’ve learned so far.
Video is powerful but it’s also heavy on emissions
Video remains one of the most engaging formats online but it’s also one of the most carbon intensive. Data transfer from long, high-resolution videos quickly adds up, especially with autoplay placements.
We’ve found that swapping full-length videos for shorter, six-second bumpers can cut emissions significantly while keeping attention strong. Most users don’t notice lower resolutions either; 720p performs just as well as 1080p in most mobile feeds but with a much smaller footprint.
Every impression counts
Frequency capping has become one of our favourite low-effort, high-impact optimisations. Setting sensible limits (for example, 10–15 for retargeting campaigns) reduces wasted impressions, keeps relevance high and lowers emissions.
In short, showing fewer but more meaningful ads helps both your audience and the planet.
Simple targeting changes can go a long way
Improving targeting precision doesn’t just boost the performance of your ads, it also reduces wasted energy. By reaching smaller and more relevant audiences, campaigns become leaner and more efficient. It’s one of those cases where what’s good for the planet is also good for ROI.
Not all channels are the same
Some media channels naturally have lower carbon footprints than others. We’ve seen that Google Search, for example, tends to emit far less than high-load video or programmatic.
Where it makes sense for your campaign goals, shifting even a small portion of your budget towards lower-emission channels can make a measurable difference.
Compression is key
We’ve become firm believers in compression. Cutting down file sizes reduces the amount of data transferred per impression without harming user experience.
Reduce first, offset second
Yes, carbon offsetting is part of the solution, but it’s not the first step. Our aim is to reduce emissions where we can before offsetting what remains.
What’s next
We’re still learning, but one thing’s been clear in our testing; the most sustainable campaigns are also the most efficient ones.
Every reduction, from file size to audience targeting, can make a measurable impact without compromising creativity or results. By building carbon measurement into the way we work, we’re helping our clients make better choices, while showing that sustainable marketing doesn’t have to mean less effective marketing!
Want to learn more? Get in contact with us via the form below.