How to optimize attention time to reduce digital ad carbon emissions

Optimizing campaigns for attention can help brands maximize consumer engagement while also reducing carbon emissions, according to research from measurement company Playground xyz.

Brands can reduce carbon emissions from their digital ad campaigns by 63% if they optimize their media strategies to focus on attention metrics.

These findings came from a new study by measurement company Playground xyz, entitled “Sustainable attention: How brands can optimise towards attention time to reduce their carbon footprint.”

More specifically, the report was written by Dr. Shannon Bosshard, the company’s lead scientist, and drew in part on data from Scope3, an organization that monitors the carbon emissions from advertising and media activity.

And a successful implementation of “attention time” optimization could potentially include the...

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