Going Green: Everything to Know About Carbon Costs & the Scope3 + Bidtellect Integration

Going Green: Everything to Know About Carbon Costs & the Scope3 + Bidtellect Integration

With Scope3 now in Bidtellect’s platform, clients will gain transparency into the carbon cost of their advertising campaigns and the tools to reduce their emissions immediately directly through our DSP.scope3 bidtellect  green advertising, carbon cost, sustainability, ad supply, advertising transparency

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“Digital programmatic media has always been accused – justifiably – of being far too complex, and we now know that its waste comes with a high cost to the environment. If you are an agency or a brand that values and prioritizes buying media based on its carbon footprint, Bidtellect is the only buying platform that puts actionable tools based on Scope3’s unique data in your hands today.

Lon Otremba, CEO of Bidtellect

The Current State of Carbon Emissions & Digital Advertising

Wasteful, multiple supply paths, and lack of cooperation have kept the ad’s supply path hazy and emissions-heavy.

Greenhouse Gas Emissions

Digital technologies are responsible for up to 5.9% of total greenhouse gas emissions, of which Internet advertising is a significant contributor. The energy consumption of these technologies is increasing by 9% a year (World Economic Forum).

Media Waste

1/2 of online ad money is being siphoned off by the adtech ecosystem before it reaches publishers (ISBA and PwC) .

"Untraceable" Ad Paths

Of that, about 1/3 of the money was “completely untraceable.” 88% of dollars could not be traced from end to end (ISBA and PwC) .

What Does Scope3 Do?

Scope3 is the only company to report true supply chain emissions data. Scope3 brings granular visibility into the advertising supply chain by measuring the carbon emissions of every single part of the ad journey based on their programmatic setup.

Scope3 is named for the type of emissions they track: emissions that are not produced by the company itself or as a result of activities from assets owned or controlled by them, but by those that it’s indirectly responsible for up and down its value chain (“scope 3 emissions”). scope3 bidtellect  green advertising, carbon cost, sustainability, ad supply, advertising transparency

Scope3 + Bidtellect

With Scope3 integrated into the Bidtellect DSP, clients will be able to seamlessly incorporate its data into their campaign strategy.

Bidtellect users will have accurate insights into the carbon impact of their campaigns. More importantly, they will be able to take immediate action in the platform with ease – choosing or blocking domains, creating specific allow lists, and more – based on Scope3’s carbon data.

In a time of calls for sustainability and transparency, both publishers and advertisers benefit from initiatives like these.

scope3 bidtellect  green advertising, carbon cost, sustainability, ad supply, advertising transparency

headshot photo of Brian O'Kelley Co-founder and CEO of scope3

“When brands have accurate emissions measurement data available in the same place they are executing media buys, it’s a lot easier to factor carbon into optimization decisions. Bidtellect is paving the way while prioritizing action. By offering Scope3 data directly in their platform, Bidtellect is giving buyers exactly what they need to make progress on sustainability commitments, improve advertising and proactively reduce carbon emissions.”

Brian O’Kelley, CEO and Co-Founder of Scope3

The Positive Side Of Reducing Emissions

The obvious benefits are: reduced waste into the environment, a cleaner advertising ecosystem, more transparency into the pathway of an ad delivery, greater trust between consumers and advertisers, between publishers and advertisers, and on and on.

49% of executives surveyed in October by Deloitte believed sustainability efforts will have a positive impact on their brand and reputation. 76% of advertisers want the industry to further reduce carbon emissions according to eMarketer.

Next Steps

Scope3 is currently live in Bidtellect’s platform. Initial data point to a strong correlation between low carbon emission sites and higher quality of supply. Reach out to your Bidtellect rep or contact us here to begin testing today.

Read the Press Release:

Green Advertising First to Market: Bidtellect Adopts Scope3 to Offer Carbon Transparency, Helping Advertisers Take Immediate Action to Reduce Carbon Footprint | Newswire 

scope3 bidtellect  green advertising, carbon cost, sustainability, ad supply, advertising transparency

Read more about waste and sustainability in the digital advertising ecosystem:

 

How ad tech is positioning itself for success in sustainable programmatic ecosystems

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Going Green: Everything to Know About Carbon Costs & the Scope3 + Bidtellect Integration

How to reduce your carbon emissions immediately with Scope3 + Bidtellect’s new integration – and why it matters.

CTV/OTT Advertising: Why It’s a ‘Must-Have’ Strategy

Seamlessly incorporate CTV/OTT into your media buying strategy with Bidtellect. What’s CTV? OTT? We break it all down.

CTV/OTT Advertising: Why It’s a ‘Must-Have’ Strategy

CTV/OTT Advertising: Why It’s a ‘Must-Have’ Strategy

Great news: CTV/OTT advertising is the latest addition to the Bidtellect toolkit. With Bidtellect’s CTV/OTT solution, brands will be able to connect with audiences where they are already consuming content and expands their reach beyond linear TV. Why CTV/OTT with Bidtellect? ctv vs ott Access CTV/OTT Advertising with Bidtellect DSP OTT and CTV advertising is required video ads

Better yet: advertisers can maximize the same performance bidding and optimization technology they are accustomed to with Bidtellect.

So what is CTV? OTT? What is the difference between CTV vs. OTT? And why does it matter to advertising strategy? We break it down.

Cord-Cutters

There will be more than 55 million cord-cutters by 2022

Cord-Nevers

Millions more have avoided paying for traditional cable TV

Subscriptions vs. People

Right now the US has more video-on-demand subscriptions than people

340 million

There are more than 340 million subscribers for over-the-top (OTT) services

The New Must-Have: CTV/OTT Audiences Are Growing

Today, CTV/OTT advertising is an all but required component of a successful media strategy. Studies have proven most purchasing decisions are made at the household level, meaning the key to creating long-term customer connections is to deliver meaningful messaging to the members of the household. With Smart TV sales at record highs and linear TV audiences diminishing, CTV/OTT is the most engaging and cost-effective way to reach them.

CTV/OTT advertising is no longer a “nice to have” piece of a media strategy. It’s required.

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140 Million AVOD

US users watching ad-supported video-on-demand (AVOD) will surpass 140 million in 2022, up 8.6% YoY.

2/3 of US Population

⅔ of the US population is projected to watch CTV content in 2022.

33.1% Increase in Ad Revenues

eMarketer projects a 33.1% increase in CTV ad revenues for 2022, to $18.89 billion.

10% of All Ad Spend

By 2026, CTV ad spending will account for more than 10% of all digital ad spending, having more than doubled to $38.83 billion.

What’s the Difference? CTV vs. OTT

One of the primary differences between OTT and CTV advertising is that OTT ads are typically served in the form of video ads within accessed video content. In contrast, CTV ads are usually served alongside apps that are installed on CTV devices or the device’s homepage itself. As a newer medium, advanced TV presents an evolving variety of monetization opportunities for advertisers willing to keep up.

CTV

CTV is an internet-connected device a customer uses to watch TV/video content online.

OTT

OTT is the delivery mechanism for TV/video content online, usually through streaming or video on demand (VOD) in addition to, or “over the top of,” traditional network providers.

Why CTV/OTT with Bidtellect?

Bidtellect’s new CTV/OTT solution will connect brands with audiences where they are already consuming content and expands brands’ reach beyond linear TV.

  • Streamline the planning, trading and execution with Bidtellect’s world-class support.
  • Power of Context: leverage Bidtellect’s industry-leading context-driven technology and metadata coverage across the entire supply ecosystem.
  • Access to the largest CTV/OTT enabled SSPs and premium publishers.

Users will be able to leverage Bidtellect’s unique and unmatched performance bidding and optimization technology to seamlessly incorporate CTV/OTT into their media buying strategy.

lon otremba CTV OTT bidtellect

“The way people access entertainment continues to evolve. In a sea of streaming choices, consumers want a knowledgeable voice to be a directional guide. Consumers are receptive – and expecting of – targeting and recommendations.”

Lon Otremba, CEO

Access CTV/OTT Advertising Directly Through Bidtellect’s DSP

Clients will be able to activate CTV/OTT directly through Bidtellect’s DSP through all service models, with the ability to optimize and target premium content categories across multiple goals and bid types. Bidtellect’s capabilities like budget fluidity, pacing, bid shading, creative flighting and more for maximum campaign ROI.

Deals

• Location
• Language
• Ad Type
• Inventory Quality

Optimization

• Completion Rate
• Supply Tier

Bid Types

• Max CPM
• Dynamic CPM
• Flat CPM

Additional Capabilities

• Campaign Flighting
• Daily Caps
• Bid Shading
• Creative Flighting
• Budget Fluidity
• Pacing Preference
• Delivery vs performance

Fraud Protection

With our partnership with HUMAN, all Bidtellect inventory is frequently scanned, and the majority of invalid traffic is blocked

Round Out Your Video Strategy With Bidtellect

With the combination of movement and sound, video advertisements are almost guaranteed to catch the attention of the viewers. With the right partner, video ads can provide a great return on investment. Read more about Bidtellect’s Video Solution here.

Context-Driven Video Solutions

Multiple Formats

Efficiency

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Scale

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Goal Variety

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Brand Safety

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Download Bidtellect's CTV/OTT Spec Onesheet Now

13 + 15 =

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Check out these holiday cocktail recipes to enjoy this year – at home, with family, or wherever the holidays (safely) take you this year. Cheers!

Going Green: Everything to Know About Carbon Costs & the Scope3 + Bidtellect Integration

How to reduce your carbon emissions immediately with Scope3 + Bidtellect’s new integration – and why it matters.

CTV/OTT Advertising: Why It’s a ‘Must-Have’ Strategy

Seamlessly incorporate CTV/OTT into your media buying strategy with Bidtellect. What’s CTV? OTT? We break it all down.

ENTERTAINMENT: HOW TO SHINE IN THE SEA OF STREAM

ENTERTAINMENT: HOW TO SHINE IN THE SEA OF STREAM

By a combination of design and circumstance, at-home entertainment has become mainstream. Cable tv viewership though has not been affected much as it has started to adapt to the modern age technology. If you would like an affirmation about the same, click here!

But with over 200 streaming options and endless shows to choose from, “streaming fatigue” and decision overwhelm on streaming sites are rampant. Many even take help from netflix vpn and similar others to unlock geo-restricted content! But the pertinent question remains. How can advertisers reach consumers ready to stream, but unsure of what to choose? What’s the current state of the industry and how is it going to evolve?

The Pandemic Effect: Streaming is the New Normal

Streaming has long overtaken the cultural zeitgeist, but the pandemic’s at-home orders cemented its permanence and pervasiveness. About 80% of U.S. consumers subscribe to at least one paid streaming video service, and more than 70% have increased their use of paid streaming since the onset of pandemic. Many now consider streaming costs to be a utility expense on par with gas or electric. It remains to be seen whether or not consumers will flock to movie theaters – once the mainstay for quality entertainment – post-pandemic. PWC predicts they won’t: subscription video on demand revenues are projected to double box office revenues by 2024.

But there’s streaming, then there’s actually choosing what to stream. There are reportedly over 200+ streaming services available in 2021. With so many streaming options to choose from, devices to watch on (television, desktop, laptop, smartphone), and content to sift through – not to mention money to spend on it all – how on earth do consumers decide what to watch next? Streaming fatigue” and decision overwhelm are rampant.

  • There are reportedly over 200+ streaming services available in 2021 (Flixed).
  • About 80% of U.S. consumers now subscribe to at least one paid streaming video service, up from 73% in the pre-COVID-19 survey (and versus 69% in Deloitte’s study last year) (Deloitte).
  • More than 70% of consumers have increased their use of paid streaming since onset of pandemic (TransUnion via TVTechnology)
  • The global streaming market was worth $42.6 billion in 2019. It’s expected to grow more than 20% per year and reach a total of $184.3 billion by 2027 (Grand View Research via Comparitech).
  • Subscription video on demand revenues are projected to double box office revenues by 2024 (PWC Media Outlook)
  • Increasingly, many people regard their digital E&M spending-a Netflix subscription or mobile data allowance-as a utility on a par with water or electricity and therefore a non-discretionary expense. (PWC Media Outlook)
  • The average U.S. consumer currently pays for four different services, up from three pre-COVID-19 (Deloitte).

Additionally, there are hardware digital media players, which provide access to multiple streaming media material from a variety of web services. A few media gadgets are Amazon Firestick, Roku TV, Chromecast, etc. Such hardware might occasionally show working errors, like Roku TV Sound Issues; however, they are predominantly connection or setting problems and can be fixed without a hassle. Nevertheless, streaming platforms have created a mass market for the entertainment industry to grow.

With SO Many Options, How Do Consumers Decide What to Watch?

When it comes to deciding what to watch or even which streaming service to choose, studies show that consumers go to what they know (or trust). Many will turn to a show they are already familiar with (hence why Netflix paid $80 million for Friends), but most rely on recommendations: either from trusted sources of reviews and content or family/friends. Family and friends may help to a point, but don’t cater to unique or niche interests. This means that providing recommendations near topics or content consumers already know and trust will ease decision making and reduce overwhelm.

To tap into that familiarity that consumers appreciate, advertisers should create content recommendations in a warm, friendly tone. Create informative, trustworthy content to read like reviews, listicles, or personal stories.

  • The most important attributes for a streaming service, per Nielsen’s survey, are the variety of content available (67%), ease of use (56%) and access to movies (52%).
  • Netflix users spend on average 18 minutes deciding what to watch (Reelgood and Learndipity Data Insights via IndieWire)
  • 67% said the biggest influence on what they decide to stream is the existence of shows they used to watch on broadcast TV now being available to stream (BGR) .
  • 66% of respondents cite recommendations from family and friends as the main factor for determining what show or video content to consume and 54% cited reviews (e.g. online, blogs, in magazines, on TV, etc.) (Nielson via The Hollywood Reporter).
  • Only 42% of respondents said they let what they see on social media sway their decision of what to stream (Nielson via The Hollywood Reporter).

Original Content Matters: How Can Advertisers Reach the Viewers Eager to Find It?

In a sea of streaming choices, consumers want a knowledgeable voice to be a directional guide. They are receptive to targeting and recommendations. They are eager to devour content like reviews, videos, recommendations.

This is one of the primary reasons why businesses use social media platforms like TikTok to promote their products and services. They typically hire a tiktok growth agency to connect with famous influencers. These agencies tend to assist popular tiktokers in creating videos or ads relevant to brand promotion. This is how influencers earn money and brands are promoted.

That way, businesses can reach consumers who are deciding what to watch next by distributing through digital channels and maximizing contextual targeting and context-driven optimization to serve ads that are relevant to the page they are already reading. (BTW ditch social media – this was the second-least influential factor according to Nielsen’s survey.)

According to Deloitte, it’s also imperative that entertainment companies continue to build their capabilities to harness customer data to deliver highly relevant or personalized content recommendations and targeted advertising. When a consumer gets a relevant recommendation, and they get value from the interaction, they are more likely to stick around. To provide a high level of value, a strong integration and a seamless user experience among all the content and services is key.

  • 71% of millennials stated that original content was a primary driving factor in choosing a streaming service (Deloitte).
  • Media and entertainment ad spend grew by 14.5% in 2021 so far (January 2021, Dentsu Aegis Network)
  • 60% of US advertisers planned to shift ad dollars from linear TV to either CTV or OTT in 2021 (IAB via eMarketer, November 2020 poll)

Ads Mid-Stream: A Nuisance or a Way to Decrease Streaming Costs?

Two contrasting predictions emerged in research: one is that ad-free streaming will increase as consumers’ expectations for on-demand ad-free content (that Netflix popularized) increases; two is that the number of distinct streaming services is becoming excessive and expensive and consumers would prefer ads if it meant free streaming.

In the entertainment vertical – as in across all verticals – the abundance of choice has swung the pendulum from an advertiser-led mass distribution model to a consumer-driven, choice and targeted model.

“[I]t is likely that the mass personalisation of content experiences at relatively low cost and the resulting explosive growth in choice have altered the balance, perhaps permanently, between consumer spending and advertising. Companies find they can deliver immense choice at a price point that makes sense for both supplier and customer, while building powerful direct relationships-all without relying excessively on fickle or intrusive ads. E&M companies are increasingly in the business of delivering experiences and content directly to consumers, not delivering audiences and eyeballs to advertisers.” (PWC Media Outlook)

  • 44% of consumers cite an ad-free experience as being a top reason for using streaming services (Deloitte via Comparitech).
  • The leading cause of frustration with TV advertising among streaming subscribers is having to watch the same commercial repeatedly (cited by 46 percent of respondents) (The Trade Desk via MarTechSeries)
  • Ads make up a whopping 20 minutes out of every hour of TV. 75% of viewers think this is massive overkill and 82% express frustration with having to see the same ads time and again (Deloitte via Comparitech).
  • 40% of respondents are only willing to spend up to $20 per month on video streaming services (PCMag 2019 Survey via Deloitte)
  • 65% of respondents say they’re comfortable watching ads to eliminate or reduce subscription costs (Deloitte).
  • 47% of American consumers are watching at least one free ad-supported streaming video service, such as Pluto TV, Tubi, and the Roku Channel (18% growth since the pandemic began) (Deloitte).
  • Free ad-supported video appeals to thrifty baby boomers and matures, who prefer free streaming options by 58% and 65%, respectively, over subscription-based options.(Deloitte)
  • 84% of users rank cost as either extremely or very important when selecting a streaming service. (Nielsen Total Audience Report)

Strategy Takeaways:

  1. Recommendations are valuable to consumers
  2. Reach consumers at their moment of intent to research and find a new viewing experience through contextual targeting and context-driven optimization capabilities
  3. Utilize customer data to offer personalized recommendations

The Bidtellect Advantage:

  • Utilize contextual targeting and context-drive optimization to meet consumers at the moment of research and intent to watch
  • Reach users currently streaming at 9 of the top streaming platforms, as well as 165+ TV audiences categorized by program, network, film genre, viewer type, and more thanks to Bidtellect’s partnership with Lotame.
  • Each content advertisement is rendered in real-time to match the format and feel of the unique ad placement on the page, ensuring trust is built with the consumer.
  • Advanced bidding platform will optimize to best-performing creative assets thanks to optimization capabilities or our detail-oriented platform specialists will adjust creative assets manually based on performance and expertise.
  • Unique [b]+studio creative services offers expert copywriting and creative asset creation and/or expert strategic counsel dependent on needs to meet evolving standards of quality content assets.