Responsibility that shows up in day-to-day media work
Sustainability is one of the central challenges in modern media planning. With the Sustainability Initiative, Mediaplus shows how responsibility and performance can work together in practice, from CO2 offsetting to data-light targeting to a holistic ESG evaluation of media partners.
Want to know how this applies to your media strategy?
Sustainability is no longer a side issue. It's a core requirement for modern media planning. Whether it's data minimization, CO2 reduction, or a holistic evaluation of media partners based on environmental, social, and governance criteria, the Mediaplus Sustainability Initiative brings together projects that show how responsibility and performance can go hand in hand. Two developments have shaped the industry in particular: GreenGRP, one of the first open platforms for offsetting the CO₂ emissions of advertising campaigns, made significant contributions to the assessment and offsetting of campaign carbon footprints. The Responsible Media Index (RMI) followed with a rating system that, for the first time, allows for an objective ESG classification of the German media landscape. Both initiatives remain key reference points for sustainable media work in Germany today. The cases below show how sustainability has been put into practice on real Mediaplus client projects.
As one of the first platforms of its kind, GreenGRP enabled the calculation and offsetting of CO₂ emissions throughout the advertising cycle, thereby providing a significant impetus for CO₂ accounting and offsetting for campaigns in the industry.
A custom sustainability test grid shows that authentic sustainability messaging measurably increases brand value, relevance, and purchase intent.
The Responsible Media Index establishes an industry benchmark that evaluates media companies based on environmental, social, and governance criteria and facilitates impact investing in the media sector.
How can the electricity mix be integrated into media management? For Dr. Hauschka, NE.R.O. Smart Data CarbonCut analyzes the share of renewable energy in the power grid in near real time and automatically links the delivery of the in-stream video campaign to it: When the share is high, the campaign is played more frequently; when the electricity mix is unfavorable, it is reduced or paused, while the campaign continues to run according to traditional performance criteria.
"What convinces me about our Sustainability Initiative is that it doesn't stop at statements of intent. Our projects, whether GreenGRP, the RMI, or our work on client projects, make sustainability tangible and measurable."
Florian Ecker
Sustainability Expert
Mediaplus
Sustainability in the advertising industry keeps evolving, beyond our own projects as well. Mediaplus is represented in the BVDW's Working Group Sustainability through Andreea Wolter, Director Product & Business Development, and plays an active role in the Sustainable Digital Advertising Lab. The lab develops guidelines and standards for sustainable practices across the entire value chain of digital advertising, from creation to distribution, and also serves as the link to the IAB Europe Sustainability Standards Committee.
"Using resources responsibly matters to me personally, not just in my private life but in my work too. In the lab, we work together on standards and create guidance for the entire value chain of digital advertising, from the creation of an ad to delivery, tracking, and reporting. What draws me to this work is realizing how often responsible decisions and strong campaign results actually reinforce each other in practice."
Andreea Wolter
Director Product & Business Development
Mediaplus
With #THEGOODLINE, the Serviceplan Group brings together its sustainability experts under one roof, covering everything from sustainable strategy to communications to sustainable media. In 2024, Ad Age named #THEGOODLINE one of the top five sustainability projects in the agency world. This commitment is backed by the Serviceplan Group's international sustainability strategy, with clear targets for CSRD readiness and climate goals validated by the SBTi.
→ Learn more about #THEGOODLINE
→ Learn more about the Serviceplan Group's international sustainability journey
Sustainable media planning takes environmental, social, and governance factors into account, alongside standard performance metrics, when selecting media partners and channels.
The RMI is an index that enables a comparison of the ESG ratings of media companies operating in Germany based on the ISS ESG Corporate Ratings.
GreenGRP, developed in collaboration with ClimatePartner, is one of the first open platforms for calculating and offsetting CO2 emissions throughout the advertising cycle.
No. The cases show that data-light targeting and sustainable formats can go hand in hand with strong performance metrics like click-through rate and engagement.
Through the BVDW's Working Group on Sustainability, Mediaplus is involved in the development of standards for the sustainability of digital advertising and contributes its own experience from projects such as the RMI.
The Sustainability Initiative brings together concrete Mediaplus projects, while #THEGOODLINE describes the broader sustainability offering of the entire Serviceplan Group across all disciplines.
