A new video advertising platform focuses on supporting sustainable content
Spotted: We don’t tend to think of video as emitting carbon, but the reality is that every hour of streaming video emits around 55 grammes of CO2 equivalent, according to Carbon Trust. That may not seem like a lot, but according to Carbon Trust estimates, streaming of Netflix’s top 10 shows alone emits the same amount of CO2 as about 1.8 billion kilometres of car travel.
The good news is that video content can also have a positive impact through the messages it conveys, and companies are beginning to leverage this fact. Two of these are Primis, a leading video discovery platform for global publishers, and Magnite, the world’s largest independent sell-side advertising platform. The two have partnered to create Sustainable Stream, a video marketplace that connects environmentally conscious content creators with publishers and advertisers.
Sustainable Stream uses a flywheel model to drive repeat views by engaging more directly with people interested in sustainability. Publishers can embed the Sustainable Stream player within their sites. This targets audiences interested in climate change content and attracts programmatic investments by brands with sustainability messages.
Rotem Shaul, co-chief executive officer at Primis, describes the project as technology that provides publishers “with an engagement-based video unit that connects content creators, generates new inventory and monetizes it (…) Leveraging this within Sustainable Stream, we can curate and deliver content that resonates with audiences and change their behaviour.”
From a cat food brand helping to restore reefs to a fashion brand that encourages resale, in the archive Springwise has spotted a growing interest among advertising and marketing leaders to encourage sustainability.
Written By: Lisa Magloff