Digital media in the Middle East and North Africa (MENA) region is booming with $13.6 billion of advertising spend in 2023 and experiencing faster growth than the US and EMEA at 13.6 per cent year-on-year according to the IAB MENA.
Every business and government entity in the MENA region has embraced digital technology and with that, the region has become a hotbed for both global Ad Tech players and dozens of start-ups to enter the market and embrace the rapid growth opportunity.
The digital media industry is key to our growth as a region. It is at the forefront of shaping public opinion, culture, and trends and with that comes responsibility. As the consumption of digital content and advertising continues to grow exponentially, so does the environmental impact of delivery.
If we look at the 5.45 billion+ active internet users globally, the carbon footprint attributed to our gadgets, the internet and the systems which support them attributes to a staggering 3.7 per cent of global carbon emissions – similar to the airline industry. In response, the adoption of digital sustainability strategies and execution is now non-negotiable.
We must all stand up and be responsible. It’s time for conscious change.
Understanding sustainable advertising within digital media
Sustainable Media refers to the practice of designing, producing, and delivering digital content and advertising in a way that reduces and minimises carbon impact. This approach goes beyond simply reducing energy consumption; it encompasses the entire lifecycle of digital media, from content creation, distribution and end-user consumption.
We know that brands and marketers must first and foremost execute their marketing strategies effectively. No brand will commit to long-term sustainable media strategies if it results in little to no impact or even worse, losses. Every CMO and marketing team is tasked with following a plan and ensuring that their media spends drive a strong ROI.
As sustainable media becomes more widely adopted the realization is that there is no tradeoff between performance and sustainable media, in fact, there is less wastage and much higher ROI when sustainable media strategies are adopted.
Key strategies for digital sustainability in media
Demand sustainable media placements
Brands and media companies must start to demand that their advertising is displayed within low-carbon environments. By choosing to work with supply partners who specialise in sustainable media, brands will not only have campaigns optimised for less carbon, but also often experience high attention, viewability and view through rates due to sustainable media placements appearing within less cluttered environments, also giving a better user experience. There are multiple options to buy sustainable media within the digital supply chain, these span across most, if not all social, search, display and of course, programmatic supply side platforms.
The role of innovation in driving change
Innovation is at the heart of digital sustainability. As technology continues to evolve, new opportunities will emerge for the digital media industry to reduce its carbon footprint. Recently at Cannes Lions, Ad Net Zero rolled out their guide to reducing and measuring media carbon emissions, offering the industry much needed methodology, benchmarks and framework . There are already some advanced technology partners who can both optimize campaigns for performance and carbon reduction, reporting on both. Some familiar names are Scope3, Greenbids, Cedara and Impact+ which many advertising agencies and brands already have partnerships with.
Optimising data centers and cloud services
Data centers are the backbone of the digital media industry, housing the servers that store and deliver content to users worldwide. However, these facilities are major consumers of electricity, often relying on non-renewable energy sources. Media companies can reduce their carbon footprint by partnering with Supply Side Platforms and cloud providers that prioritize renewable energy and invest in energy-efficient infrastructure. Additionally, optimizing data storage and processing can reduce the energy required to deliver content, further decreasing emissions.
Efficient content delivery networks (CDNs)
Content Delivery Networks (CDNs) play a critical role in ensuring that digital media is delivered quickly and reliably to users. However, they also consume significant amounts of energy. By optimizing CDNs for efficiency—such as reducing the number of redundant data transfers and using edge computing to bring content closer to the end-user—the industry can decrease the energy required to stream content, thus reducing emissions.
Sustainable content production
The production of digital content, including video, audio, and graphics, can be resource intensive. Media companies and brands can adopt sustainable practices by using energy-efficient tools, reducing waste during production, and opting for virtual production techniques that minimise the need for physical sets and travel. Additionally, integrating sustainability into the storytelling process can raise awareness and generally resonates well with audiences, especially the youth audiences who consume a huge amount of our MENA digital content.
Sustainable creative
The way audiences consume digital media also impacts carbon emissions. Streaming high-definition video, for example, requires more energy than consuming lower-resolution content. Media enablers such as SeenThis, MobKoi, Greenbids and others encourage sustainable consumption by offering innovative yet energy-efficient creative placements & optimisations across multiple supply side platforms.
The role of AI
Finally, advances in artificial intelligence have and will continue to optimize content delivery and personalization in ways that minimise energy consumption. Similarly, the development of more energy-efficient devices and renewable energy solutions will further enable the industry to achieve its sustainability goals.
The transition to digital sustainability is not just an environmental imperative—it is also a business opportunity. There is no trade off. Sustainable Media increases the efficiency and performance of media campaigns whilst simultaneously reducing carbon emissions.
Let’s not forget the end customer. We all know that our audiences in MENA are young and tend to be more conscious of their environmental impact than ever before. They are increasingly seeking out brands and companies that align with their values. By embracing digital sustainability, media companies can not only reduce their carbon emissions but also strengthen their brand reputation, foster customer loyalty, and drive long-term success.
The digital media landscape is constantly evolving in MENA and sustainable media must be a core pillar of the industry’s future. By leading the charge in reducing carbon emissions, the digital media industry can play a pivotal role in shaping a more sustainable region and indeed world for generations to come.
By Andy Powell, Co-Founder & CEO, Conscious Media
