Where there is sometimes a trade-off between sustainability and ROI, quantifying that relationship can drive better outcomes for brands without boosting emissions, explains Dominic Charles, Head of Effectiveness at Wavemaker.
In this video interview, filmed at VideoWeek Horizons 2023 at Wellcome Collection, Charles explores the opportunity to reduce environmental impact while preserving sales, by balancing emissions per impression with the scaleability of a media channel.
