[Marketing Week] Bob Koigi: The growing significance of sustainability in advertising

As companies across various sectors prioritize the ecological sustainability of their products and manufacturing processes, sustainability in advertising is growing in significance.

Over the past decade, the concept was mainly confined to isolated sectors such as energy and transportation. However, the landscape has evolved dramatically, with a widespread commitment to incorporating sustainability into advertising communications across industries.

A recent report by Nielsen analyzing the German advertising market, and which looked at data from the beginning of 2022 to the end of May 2023, uncovered over 18,000 campaign motifs centered around sustainability.

In the retail media space, GoWit, an AdTech company delivering individualized, multi-channel Retail Media advertising solutions, has secured an $ 1 million investment in its first financing round.

Following on from the successful launch of its latest SaaS product GoWit RMA (Retail Media Ads), the Company has shown rapid growth, announcing partnerships with some prominent e-commerce retailers. Its proprietary RMA platform enables different brands and online sellers to increase recognition, product visibility, customer engagement, and sales.

At the same time, IPG Mediabrands, the media holding company within the Interpublic Group of Companies has announced the launch of its Unified Retail Media Solution, a dedicated business unit that will enable brands to intelligently manage their investment performance seamlessly across all Retail Media Networks, one of the fastest growing advertising channels.

In partnerships, Snap Inc. and Havas Media Network have unveiled “The Next Gen Social Commerce Playbook” – a research report that explores how brands can meaningfully connect with Gen Z (aged 13 – 23) and Millennials (aged 24 – 34) in the social commerce space.

French bike manufacturer Lapierre (part of Accell Group) is launching its new Euro brand campaign ‘Light the way’, across Europe, to present its new light assist e-mountain bike E-Zesty.

To bring to life the idea of disruption, DEPT® teamed up with Parisian mixed media artists Mana. Nathan Almera and Antoine Moirin, the artists and directors behind Mana, used sketches of the bike’s frame, annotations, and outlines on a topographical map, to bring to life the idea of craftsmanship.

Elsewhere, StackAdapt, the self-serve programmatic advertising platform, continues to reinforce its position as a leading digital out-of-home (DOOH) advertising solutions provider across the global market.

StackAdapt recently announced a programmatic partnership with VIOOH that will expand supplier inventory and give users greater opportunity to scale campaigns across North America, EMEA and APAC.

And, Integral Ad Science, a global media measurement and optimization platform, has announced the expansion of their Total Media Quality for Google Video Partners (GVP) offering, providing brand safety and suitability measurement on GVP inventory, enabling advertisers to share their video ads on publisher websites and mobile apps beyond YouTube with confidence.

Bob Koigi is editor at Marketing Report One.

www.marketingreport.one

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