# Playground xyz study finds carbon emissions from digital ads fall by 63% on average when measured and optimized for attention time
Author:  Pal Sinha, Barnali 
Author URL: https://financedigest.com/author/pal-sinha-barnali
Published: 2023-03-02
Category: BUSINESS
Category URL: https://financedigest.com/category/business
Meta Title: Reduce Carbon Impact of Digital Ad Campaigns by 63% with
Meta Description: Discover how Playground xyz study shows a 63% reduction in carbon emissions from digital ad campaigns through optimising for Attention Time and avoiding
URL: https://financedigest.com/playground-xyz-study-finds-carbon-emissions-from-digital-ads-fall-by-63-on-average-when-measured-and-optimized-for-attention-timehtml

![undefined](https://prod.superblogcdn.com/site_cuid_cm5qst7v3003gwirgwqtxn8i8/images/istock-1423606608-1736814390950-compressed.jpg)

_Study leveraged data supplied by Scope3 to determine viability of using attention signals to optimise digital ad campaigns for reduced carbon impact_

**LONDON, March 2nd, 2023 –** [**Playground xyz**](https://playgroundxyz.com/) **, the leading attention measurement and optimization company, released a study today leveraging Scope3 data that found** carbon emissions from digital ad campaigns can be reduced by 63% when campaigns are optimised for Attention Time.

The study examined 45 million ad impressions and found the average digital ad campaign releases 5.4 tons of carbon into the atmosphere, 35% more than what the [average person emits in a year](https://www.nature.org/en-us/get-involved/how-to-help/carbon-footprint-calculator/#:~:text=A%20carbon%20footprint%20is%20the,is%20closer%20to%204%20tons.). But by removing advertising from domains where Attention Time is below 0.5 seconds, the study showed total emissions fell on average by 63%, while the average Attention Time per impression grew by nearly 40%.

Playground xyz data suggests that approximately 40 percent of online ads are not viewed, despite being presented on the screen. This contributes to poorer brand outcomes and large amounts of unnecessary emissions. Recent research conducted by Scope3 revealed that approximately 15.3% of advertising spend is wasted on inventory that delivers no value at all for [advertisers while generating excessive amounts of CO2 emissions](https://www.financedigest.com/seenthis-launches-creative-platform-to-boost-performance-and-reduce-co2-emissions-in-digital-advertising.html "SeenThis launches Creative Platform to boost performance and reduce CO2 emissions in digital advertising").

The study also looked at how advertisers can reduce their carbon [footprint](https://www.financedigest.com/ecb-can-cut-carbon-footprint-by-shedding-bonds-of-biggest-polluters.html "ECB can cut carbon footprint by shedding bonds of biggest polluters") by avoiding websites with the highest carbon emissions. It found that by removing the [top 20% most-polluting web](https://www.financedigest.com/top-5-trends-in-decentralised-self-sovereign-identity-ssi-and-privacy-preserving-technology-in-web-3-0.html "Top 5 trends in Decentralised Self-Sovereign Identity (SSI) and Privacy-Preserving Technology in Web 3.0 ") domains from ad campaigns, advertisers could reduce emissions by almost 60%.

World leaders at the UN [Climate Change Conference](https://www.financedigest.com/one-minute-to-midnight-says-johnson-as-climate-conference-opens.html "“One minute to midnight” says Johnson as climate conference opens") in Paris concluded that global emissions have to be reduced by 45% before 2030, in order to reach net zero by 2050 and minimize the worst impacts of climate change. The media industry has a role to play in leading the way, given that [digital technology](https://www.financedigest.com/you-cant-get-faster-than-that-spring-statement-update-delivered-digitally-as-it-happens-with-app-driven-technology.html "‘You Can’t Get Faster Than That’ – Spring Statement Update Delivered Digitally As It Happens with App-driven technology") accounts for approximately 4% of total global greenhouse gas emissions, and is reportedly increasing at a rate of 9% each year.

Dr. Shannon Bosshard, Playground’s Lead Scientist who led the study, added: “To date, [attention signals have been well-established metrics capable of informing advertising effectiveness, but the current data supports the notion that beyond increasing effectiveness, attention measurement](https://www.financedigest.com/national-cinemedia-releases-first-cinema-attention-measurement-study-conducted-by-lumen-in-collaboration-with-dentsu.html "National CineMedia releases first cinema attention measurement study, conducted by Lumen in collaboration with dentsu") presents opportunities for advertisers to be more sustainable. Historically, it has been inherently difficult to measure online emissions and optimize [digital advertising](https://www.financedigest.com/miq-partners-with-seenthis-to-advance-sustainability-in-digital-advertising.html "MiQ Partners with SeenThis to Advance Sustainability in Digital Advertising") towards decreasing it. However, [combined with solutions](https://www.financedigest.com/kb-kookmin-bank-launches-the-worlds-first-combined-payments-and-messaging-app-protected-by-the-trustonic-application-protection-solution.html "KB Kookmin Bank launches the world’s first combined payments and messaging app protected by the Trustonic Application Protection solution") from the likes of Scope3, attention signals are a metric through which more environmentally conscientious advertising becomes the expected standard.”

Playground xyz uses eye-tracking panel [data fused with AI to understand](https://www.financedigest.com/how-data-visualisation-is-helping-the-insurance-sector-understand-environmental-risks.html "How data visualisation is helping the insurance sector understand environmental risks") Attention Time – defined as how long, in seconds, an ad is actually viewed. [Advertisers then are able to use the Attention Time insights to take action and reassess the digital environments and/or ad creatives to optimize](https://www.financedigest.com/seenthis-launches-ground-breaking-segment-by-segment-optimization-technology-for-display-advertising.html "SeenThis launches ground-breaking segment-by-segment optimization technology for display advertising") for increased attention and engagement, while minimizing waste with less engaging creative and placements.

June Cheung, Head of JAPAC at Scope3 added: “The study proves our industry can do good for the [planet but also improve](https://www.financedigest.com/improve-your-business-while-saving-the-planet-and-your-back-with-easycat.html "Improve your business while saving the planet and your back with EasyCat") the effectiveness of media investments by adding a carbon lens. People often ask, by being sustainable will we be sacrificing performance and profits? The answer is no, sustainability [offers an opportunity for us to optimise towards](https://www.financedigest.com/twitter-shares-cruise-towards-musks-offer-price-as-deal-deadline-looms.html "Twitter shares cruise towards Musk’s offer price as deal deadline looms") effectiveness e.g. attention and in turn [reduce carbon emissions](https://www.financedigest.com/how-to-reduce-your-business-carbon-emissions-without-impacting-profit-margins.html "How to reduce your business’ carbon emissions without impacting profit margins"). I’m optimistic our industry will continue to find [ways like Playground xyz to be both sustainable](https://www.financedigest.com/5-ways-to-sustain-productivity-when-the-clocks-go-back.html "5 ways to sustain productivity when the clocks go back") and effective”

You can download the full report [here](https://playgroundxyz.com/landing/sustainable-attention).

For more information please reach out to [info@playgroundxyz.com](mailto:info@playgroundxyz.com).

**About** [Playground xyz](https://www.financedigest.com/playground-xyz-shines-a-light-on-the-nuanced-interplay-between-context-creativity-and-attention-for-advertisers-in-new-study.html "Playground xyz shines a light on the nuanced interplay between context, creativity and attention for advertisers in new study")

[Playground xyz](https://playgroundxyz.com/) is on a mission to master the art and science of maximizing consumer attention. The company has built the [world’s first technology](https://www.financedigest.com/is-wearable-technology-ushering-in-a-brave-new-healthy-world.html "Is wearable technology ushering in a brave new healthy world?") stack that integrates visual attention measurement, analytics and media optimization called the Attention Intelligence Platform. It powers a suite of leading products that maximize Attention [Time for brands](https://www.financedigest.com/its-time-for-a-branding-re-set-getting-back-to-basics.html "It’s Time for a Branding re-set – Getting Back to Basics"). Headquartered in Australia, [Playground xyz](https://www.financedigest.com/dominos-completes-first-contextual-and-attention-powered-campaign-with-gumgum-and-playground-xyz.html "Domino’s Completes First Contextual and Attention-Powered Campaign with GumGum and Playground xyz") has offices in Singapore, the United Kingdom and the United States.


---
This blog is powered by Superblog. Visit https://superblog.ai to know more.
---