The Hidden Carbon Culprit
25/07/08 16:26 Filed in: Marketing
The paper industry continues to cop the brunt of the environmentalist anger when it comes to the evils of carbon emissions. Some of this is justified. But there is another CO2 monster lurking in the office.
Marketers tend have a simplistic catch-cry of ‘move away from paper based communications and go on-line’. So let’s have a look at some basic facts and figures about on-line.
Marketers tend have a simplistic catch-cry of ‘move away from paper based communications and go on-line’. So let’s have a look at some basic facts and figures about on-line.
The paper industry continues to cop the brunt of the environmentalist anger when it comes to the evils of carbon emissions. Some of this is justified. But there is another CO2 monster lurking in the office.
Marketers tend have a simplistic catch-cry of ‘move away from paper based communications and go on-line’. So let’s have a look at some basic facts and figures about on-line.
Approximately 1.5% p.a. of power consumed in the United States goes to running the server farms. That’s over 1 GtCO2 p.a. ( 1,000,000,000 tonnes)
A basic national buy of banner ads on one of Australia’s top search engines will give the advertiser over 700,000 views delivered per day. This adds up to over 7 tonnes of CO2-e entering the atmosphere every week for this simple cost effective medium.
In the current uninformed, unmeasured world of marketing communications this works well for marketers as they can buy bucket loads of on-line banners and pop-ups for a fraction of the price of print. Being so cheap means there are literally millions of page views sent out that by sheer weight of numbers (and carbon) they target their specific audience.
Marketers tend have a simplistic catch-cry of ‘move away from paper based communications and go on-line’. So let’s have a look at some basic facts and figures about on-line.
Approximately 1.5% p.a. of power consumed in the United States goes to running the server farms. That’s over 1 GtCO2 p.a. ( 1,000,000,000 tonnes)
A basic national buy of banner ads on one of Australia’s top search engines will give the advertiser over 700,000 views delivered per day. This adds up to over 7 tonnes of CO2-e entering the atmosphere every week for this simple cost effective medium.
In the current uninformed, unmeasured world of marketing communications this works well for marketers as they can buy bucket loads of on-line banners and pop-ups for a fraction of the price of print. Being so cheap means there are literally millions of page views sent out that by sheer weight of numbers (and carbon) they target their specific audience.
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