OMG’s Hearts & Science launches ‘pioneering’ Renewables Ad Engine
Omnicom Media Group’s Hearts & Science Australia has launched its Renewables Ad Engine, described as a “pioneering” initiative tailored specifically for streaming ads.
The initiative reflects the agency’s commitment to sustainability and innovation, addressing the environmental impact of advertising by prioritising the reduction of carbon emissions associated with streaming campaigns.
The aim is to help minimise carbon emissions from streaming ads. Key reasons for the high level of streaming carbon emissions are due to the larger size of the consumer device (high proportion of large CTVs) being used to consume the media as well as the intensity of energy required for the data transmission of streaming content.
By leveraging real-time data on renewable energy availability in the grid for key Eastern Seaboard States, the engine will activate ads during periods of high renewable electricity generation and deactivate them during periods of lower renewable energy availability. This approach ensures that advertising campaigns align with fluctuations in renewable energy supply, minimising carbon emissions and maximizing the use of clean energy sources.
Key features of the Renewables Ad Engine pilot program include:
- Real-time Renewable Energy Activation: Ads are activated based on real-time data on renewable energy availability in the electricity grid, ensuring maximum use of clean energy sources.
- Dynamic Ad Campaign Management: The engine dynamically manages the activation thresholds to align with fluctuations in renewable energy supply, to beat grid daypart averages.
- Renewables Impact Monitoring: Sanofi Consumer Healthcare will have access to comprehensive monitoring of renewables usage associated with the pilot campaign, enabling them to understand how the ad engine has helped them increase the renewable energy that is used to deliver their campaign vs the grid average.
- Win/Win Approach to positive impact: While striving for increased renewables usage, the engine is designed not to sacrifice overall campaign delivery or results.
Sanofi Consumer Healthcare’s Ostelin is the pilot client for Hearts & Science.
“At Hearts & Science, we are dedicated to driving innovation and sustainability in advertising,” said Ashley Wong, head of digital, data and innovation at Hearts & Science.
“Our collaboration with Sanofi Consumer Healthcare to pilot the Renewables Ad Engine represents a significant milestone in our efforts to reduce the environmental impact of advertising campaigns while delivering results for our clients.”
Underscoring the brand’s commitment to environmental stewardship and corporate responsibility, Sanofi hopes to reaffirm its dedication to driving positive environmental change within the consumer healthcare industry.
According to Hearts & Science, a few weeks into the initial pilot campaign, they are seeing a “very promising” 79% increase in renewable electricity use, with no negative effect on media pricing or campaign reach and frequency.
“At Sanofi Consumer Healthcare, our dedication to improving peoples’ lives goes beyond innovation in consumer healthcare products,” said Jono Carroll-Goldin, head of brand and innovation at Sanofi.
“We bear great responsibility to take actions that mitigate the consequences of climate change on human health, including carbon emissions, reduced air quality, food and water shortages, and conditions that cause the spread of allergies and disease.
“We’re proud to be part of this innovative Renewables Ad Engine pilot project demonstrating a commitment to modern sustainable practices and environmental stewardship in the consumer healthcare industry.”
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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Hearts & Science
Jono Carroll-Goldin
Omnicom
Omnicom Media Group
Ostelin
Renewables
Renewables Ad Engine
Sanofi
Sanofi Consumer Healthcare
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