UM MENAT, Teads forge partnership for sustainable advertising in MENAT

Adgully Bureau |

UM MENAT is actively taking a proactive stride towards promoting environmental sustainability. This endeavor involves partnering with Teads, leveraging their tool to evaluate and tackle the carbon emissions associated with the media agency's advertising endeavors.

Having achieved favorable outcomes during the initial launch in Saudi Arabia, UM and Teads are poised to extend this environmentally conscious initiative throughout the entire MENAT region.

Contemporary conscientious consumers exhibit a growing inclination towards enterprises that emphasize sustainability and possess a clearly defined mission.

According to Scope 3 assessments, the impact of 1 million digital ad impressions on the environment is comparable to that of a flight between Paris and New York.

In response to this concern, Teads announced a global collaboration with IMPACT+, a prominent third-party solution focused on curtailing greenhouse gas emissions within the digital advertising sector.

By collaborating, Teads and IMPACT+ are firmly dedicated to addressing ecological apprehensions within the digital advertising sphere, aligning seamlessly with the principles cherished by environmentally-aware modern consumers.

Within this framework, UM will orchestrate campaigns for clients, subject to evaluation by Teads via their supply chain, utilizing an innovative carbon measurement and reduction scheme available exclusively through Teads Ad Manager.

By assimilating this data into the planning and execution stages, UM and Teads can craft a more environmentally efficient resolution.

Teads is committed to diminishing the use of resource-intensive creatives, mitigating wasted impressions resulting from inefficiencies in visibility, engagement, and targeting. This also involves eliminating the technological hurdles linked with excessive volume across diverse platforms.

Through furnishing an uninterrupted end-to-end omnichannel platform and cultivating direct collaborations with esteemed publishers, Teads possesses the capacity to supervise numerous facets of the media supply chain.

An extensive scrutiny of various domains, seamlessly integrated with Teads, showcased an impressive 99 percent reduction in emissions attributed to ad selection, juxtaposed with conventional programmatic purchasing practices.

These endeavors were executed without compromising media potency, as evidenced by a noteworthy view-through rate of 75.7 percent and a robust visibility rate of 74.96 percent.

This strategic alliance represents a significant milestone in the media industry's dedication to combating climate change and nurturing sustainability. The image credit goes to UM MENAT.

"Starting from April this year, our journey towards diminishing carbon emissions, following an all-encompassing approach, has made remarkable headway. Our commitment at UM to this cause is resolute.

"Our endeavors in Saudi Arabia have not only contributed to mitigating the ecological footprint of our sector but have also yielded positive outcomes in terms of media efficiency and efficacy.

We eagerly anticipate further progress in this realm over the forthcoming years, closely collaborating with Teads and extending the solution across the MENAT region," affirmed Nadeem Ibrahim, Head of Digital at UM KSA.

"By harnessing Teads' direct inventory through its ad manager and embracing a conscious approach to media planning in partnership with UM, this collaboration is poised to make a substantial influence.

"It signifies a mutual dedication to constructing a better world through ingenuity, accountability, and environmental guardianship. Together, they aspire to inspire the industry and set novel benchmarks for sustainable advertising practices," commented Wael Zeidan, Deputy Managing Director at Teads KSA.