Clients and colleagues get tired of hearing me say it: to reach more people who matter to you, reach out to fewer people. Don't waste your message on people who don't care about your message. Here's another reason to be more careful: every year the digital waste of unseen ads emit as much carbon as the global aviation industry.
Writing in Sustainable Brands, Myles Peacock observes that when "ads fail to land, they don’t just waste the budget. Unnoticed digital ads saturate the landscape — consuming valuable resources, draining server capacity and increasing the size of a business's carbon footprint.
"The CO2 emissions from online advertising alone account for a whopping 10 percent of the internet’s total infrastructure emissions. Multiply that waste by factoring in all the communications a typical business creates beyond advertising, and it’s clear that a major problem exists."
Article: Sustainability in Advertising: How Marketers Can Waste Less and Grow More
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